• Financial highlights
• Clover at a glance
• Our vision, mission, strategy and building blocks for the future
• Group structure
• Value chain
• Our shares and shareholder information
• Directorate and management
• Our brands
• Case study

Case study

Background

The market is defined as flavoured milk, long life UHT and fresh. The total flavoured milk market in South Africa is estimated at 22 144 000 lts in volume and R436 313 000 in value*. Currently the market is growing by approximately 7% in volume and 9% in value**. The Super M brand represents Clover in the flavoured milk category.

The Super M brand had experienced a decline in volume and market share since 2004, resulting in a competitor taking market leadership position.

In 2008 it was decided that drastic measures needed to be taken to ensure growth of the brand as well as the category, a relatively small category in the beverages market in South Africa.

*	BMI September 2011
**	Synovate June 2012.

 

Brand

• New design for Super M logo.
• Packaging design change from full printed shrink to transparent printed shrink design.
• New design to ensure consumer is able to see the product through the bottle.
• Create appetite appeal on-shelf.
• Change packaging to take-home 1lt bottle.

Price

• Price reset on 300 ml core range to ensure maximum 15% price premium/litre and parity/pack with competitor.

Product

• New Super M strategy initiated based on international trends whereby flavours are rationalised and reduced to accommodate variety in pack size.
• Chocolate and Strawberry flavours account for 82% of volume contribution.
• Top four flavours in 300 ml core range, all other flavours discontinued
• New Super M product strategy included offering a variety of pack sizes to increase sales of take-home consumption in a traditionally impulse category.
• Launch of 200 ml mini six packs and 1 lt family pack in top three flavours
• Super M Mini 200 ml, original 300 ml, 1 lt family sizes available in the range.
• Super M Maxi 500 ml to be launched 2013 together with 2 lts fresh product to further support the strategy.

Promotion

• Launch of Super M Live communication strategy.
• First Super M Live concerts with South African band “The Parlotones” 2012.
• Three Super M The Parlotones concerts in three major South African cities.
• 360° marketing campaign during promotional period March to May 2012.
• Gauteng school drive included to increase penetration in schools in the region.
• Top performing schools during the promotion period win exclusive concert.

Brand results

• Super M volume performance 2010/2011 vs. 2011/2012 resulted in 53,8% volume growth.
• Super M volume market share performance 2010 (23.7%) vs. 2012 (35.3%) resulted in a 49% market share growth.
• Super M Live promotional period vs. same period 2011 resulted in 61% volume growth.
• Take-home volume contribution in 2011 5% vs. 2012 39% with the 200 ml six pack and 1 lt bottle volume.