Académique Documents
Professionnel Documents
Culture Documents
Nigeria
15 October 2013
This is Nigeria
500
400
15
300
12
200
6
100
0
2010
2011
Cameroon
12
2012
Ghana
2013
2014
Nigeria
2015
2016
South Africa
2017
0
2010
2011
2012
2013
2014
2015
2016
2017
Egypt
A new generation of affluent consumers
10
8
6
3
4
2
0
2010
0
2011
Brazil
2012
China
2013
India
2014
2015
Nigeria
2016
2017
South Africa
2010
2015
2020
Source: Euromonitor International World Economic Outlook ; Nigeria Bureau of Statistics, Central Bank of Nigeria , IMF
4,000
3,500
3,000
2,500
2,000
1,500
1,000
500
0
140
120
100
80
60
40
20
0
2010
N Trillion
2011
2012
2013
12
2010
2011
2012
2013
14
12
10
8
6
4
2
0
10
8
6
4
2
0
2010
2011
2012
2013E
2008
2009
2010
2011
2012
2013
Source: BusinessDay Aug. 9 2013, Central Bank of Nigeria , Federal Ministry of Finance Nigeria, IMF
4
Super premium
spirits
7%
11%
Premium
Spirits
4%
Champagne
Sparkling
Wine
Premium
spirits
38%
Mainstream
Spirits
Malt
Malt
Mainstream
spirits
17%
Value
Spirits
Wine
Wine
Value
spirits
38%
Value beer 15%
Beer
Malt
Note: data includes TBA and non-alcoholic malts. Source: A.C. Nielson data, IWSR, Euromonitor, EIU, interviews, market analysis
5
30000
12,000
25000
10,000
20000
8,000
15000
6,000
10000
4,000
5000
2,000
0
F92
F95
F98
F01
F04
F07
F10
F13
F16
Source: Plato Logic, Nielson, IMF world economic outlook database Oct 2012, internal estimates
25
109
97
93
79
78
73
72
71
68
68
65
60
49
47
46
30
16
20.9
11
10
10
0.3
0.3
20
15
10
10.7 10.4
7.8
7.4
7.4
6.5
6.3
6.1
5.8
5.7
5.2
3.7
3.0
2.4
1.3
1.3
0.9
0.7
0.4
0.3
Diageo in Nigeria
Other investors
45.7%
owned
54.3%
owned
100%
owned
Business sectors:
Beer
Malt
Ready to drink
Ready to
drink
Malt
Whisk(e)y
Other
spirits
Diageo
Heineken
SAB
Miller
Mot
Hennessy
10
Premium
Mainstream
Value
11
Key Accounts
Jollity
Home base
Rhythm
Recreational
Clubs
Abuja
Jos
Ibadan
Benin
2 in Lagos
Enugu
Aba
Production sites
Sales divisions
Distributor locations
Head office
13
Beer
Others
5%
SAB Miller
1%
SAB Miller
1%
Premium spirits
Others
2%
Distell
7%
Diageo
37%
Heineken
57%
LVMH
15%
Diageo
34%
Heineken
63%
Diageo
43%
Others
35%
14
Operating profit
DBN
established
F09
F10
F11
F12
F13
F09
F09
F10
F11
F10
F11
F12
F13
F12
F13
F09
F10
F11
F12
F13
Transformation of Guinness
Value Stout
18%
23%
Mainstream Stout
60%
Guinness
(Premium Stout)
200
+64%
180
110
60cl
Guinness
33cl
Competitor
Source: A C Nielson
17
18
F11
F12
F13
JW Gold launch
Bespoke Croc & Johnnie Walker Blue branding
20
Q1 F13
Q2 F13
Q3 F13
Q4 F13
Q1 F13
Q2 F13
Q3 F13
Q4 F13
Key
Opportunities
Increase
availability
of our
brands and
share in key
outlets
Doing the
right jobs
With the
right skills
In the most
efficient way
Rural
distribution
Off trade
management
Sales
effectiveness
Working
capital
Increase
availability in
rural areas
where we are
relatively
weak
Increase our
share in the
growing off
trade
channel
Improve the
efficiency &
effectiveness
of our sales
organization
Sufficient
distributor
funding to
support our
growth
ambition
Quick Wins
22
F09
F10
Inflation index
F11
F12
F13
COGS/HL absolute
23
Seni Adetu
MD / CEO
Sesan Adebowale
Corporate Relations
Director
Austin Ufomba
Marketing & Innovation
Director
Chizoba Ojielo
Afeez Jibowu
Regional Sales Director Regional Sales Director
East and North East
West and North West
Debola Falade
Controls, Compliance
and Ethics Director
Lisa Nichols
Finance &
Strategy Director
Cephas Afebuameh
Supply Chain Director
Wale Adeniran
Human Resource
Director
Innocent
Patrick Awotwi
Nwaononiwu
Route-to-Consumer
Sales Services Director
Director
Felix Enwemadu
GM Diageo
Brands Nigeria
Eyitemi Taire
Customer Marketing
Director
24
Successful innovation
Spirits growth
Increased investment
RtC transformation
25
26