2. Dole Business Topics Update
• Brand Name With Strength and Legacy
• Ongoing Innovation
- Agriculture Innovation
- Operations Innovation
• Quality Initiatives
• Food Safety is Top of Mind
- Sales & Operations Planning “Best in Class
• Sustainability at Dole
• Customer Support
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4. Mission Statement
Dole Food Company, Inc. is committed to supplying its customers
with the highest quality products including safe, nutritious food
products and to leading the industry in nutritional education.
Dole supports these goals with a corporate philosophy of adhering to
the highest ethical conduct in all its business dealings, treatment of its
employees, and social and environmental policies.
5. Brand Name Strength & Legacy
Consumers Know And Trust Dole
Unaided Awareness of All Produce Brands
Dole 57
Chiquita 22
Sunkist 13
Del Monte 11
Fresh Express 10 Dole posts the highest unaided
Green Giant 6 awareness in the produce section
Marie's 5 of any brand
Idaho 5
Foxy 2
Ready Pac 2
Driscolls 2
California 2
Washington State 2
All store brand mentions 8
All general produce mentions 8
0 20 40 60 80 100
% % % % % %
Source: Usage and Awareness Study TNS-NFO, 1/10/10
Note: Unaided awareness measures the % of people who are able to recall the brand without anything to trigger their memory
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6. Leading Market Shares
Fresh Fruit
– Bananas #1 U.S. & Japan
#2 Europe & Canada
– Fresh pineapple #2 U.S & Canada
#1 Japan
Fresh Vegetables
– Packaged salads #1 Canada & #2 U.S.
– Iceberg lettuce #1 U.S. & Canada
– Romaine #2 U.S.
– Celery #1 U.S.
– Cauliflower #1 U.S. & Canada
– Strawberries #3 U.S.
Packaged Foods
– Canned pineapple #1 U.S.
– Canned pineapple juice #1 U.S.
– Plastic fruit cups #1 U.S.
– Branded frozen fruit #1 U.S.
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7. Mobile Device Impact
Consumers are connected when
it comes to food shopping and
preparation
% of Home Cooks Using Mobile Find Create Grocery While
Devices for Meal Prep Recipes Shopping Lists Shopping Cooking
Smart Phone 63% 60% 67% 38%
Tablet 50% 61% 42% 34%
Laptop Computer 96% 34% 5% 54%
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Source: Allrecipes 2010 Food Trends Survey; Latitude “The Interactive Future of Food” 2010
8. Consumer Touch Points
News America / Valassis
Retail Sites
POS materials
On-pack sweepstakes
Retail Bounce back coupon
Blogger Outreach
Mailings Cafemom
Press Releases PR Womenshealth
Digital
Media Yahoo
Ivillage
E-mails Relationship
Newsletters
Recipe Finder
New Web
QR Codes Site Interactive Salad Guide
Mobile
Store Locator
Mobile Site Social Facebook
Media
At Shelf Recipes Twitter
Coupons You Tube
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9. Digital Marketing Element Integration
Digital Media
eCRM (emails and SMS) Social Media
On-Pack Catalina
Mobile
Mobile Brand Site
Digital Shopper
10. How many fans do the Dole, Dole Bananas &
Dole Salad Guide pages have on Facebook?
Over 925k
11. Mix it Up™ with DOLE - iPhone App
• Debuting Version 1.0 at PMA October
2010
• Features All Dole Salad Blends and Kits
• Salad Guide – Shop by taste and texture
• 3 to 4 Recipes for each Dole Salad
• “What’s in your cart?” - An Idea Generator
• Email Capable Shopping List
• Facebook, Email and Twitter integration for
all Dole Recipes
• Links to Dole.com and DNI
• Email capture for “push” messages
• Version 2.0 launching early 2011 will
feature a variety of coupon options
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13. Retail Program
Social Media is Key Influence to Targeted
Integration
blogs
Pre-Shop During Shop Post-Shop
14. Retail Program
In-store communication
Interrupts the salad section &
Provides immediate mobile
entry!
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15. Retail Program
Traditional Direct Mail with Social & Mobile Overlay
Loyal Price Chopper households
Packaged Salad Category Households
REWARD
REGAIN
Loyal Lapsed
Households Households
Redemption: 32% Redemption: 14%
Change in Spending: +55% Change in Spending: +350%
16. Retail Program
Traditional and Social Media Working Together
Unique elements to track engagement and variety of vehicles to appeal
to multiple age groups and lifestyles
20. In Conclusion…
Digital Marketing
+
Traditional Marketing
+
Partnership with retail trade
=
Successful programs!
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Notas do Editor
In October 2010, 71 million cooks (1/3 of all internet users 18+ years of age) visited food sites!Usage of mobile tools drives consumers to spend more on food (e.g. 60% are influenced by text messages, 57% are influenced by mobile couponing)
Program Focus: Increase purchase frequency and engagement throughout the shopping path with a parallel focus among loyal and lapsed usersStrategy: Employ a variety of traditional, mobile and social vehicles targeted among Price Chopper’s most relevant shoppers
Program Focus: Increase purchase frequency and engagement throughout the shopping path with a parallel focus among targeted loyal and lapsed users
Coupon offer targeted by loyalty segmentEach vehicle provided invite to campaign mobile siteUnique QR Code and text code by vehicleDirect MailRetailer WebsiteFacebook
Mobile Site Focus: Provide usage inspiration and mobile club invite to be included in unique offersMobile Club Invite $500 gift card Recipe pagesNearly 3 minutes spent on mobile site
Engaged Price Chopper’s most loyal fansOffer unique DOLE Salad offers to Price Chopper fans and blog followersCultivate and nurture relationships in the social spaceMore than 40% of mobile visits were driven from the Facebook posting