1. Career
milestones
STRATEGICALLY SE EKIN G THE HIDDEN GEMS THROUGH
THE CLUTTER OF T HE MINING PROCESS .
The Motivation behind
the Profile…
an referee’s perspective
Ashraf Adams is a hard working, dedicated and a thor-
ough individual who can rise above any obstacle and
reach any targeted goal, both personally and profes-
sionally.
He applies his skills gained during his MCom with a
research focus in Strategy and Marketing in the African
FMCG (fast moving consumer goods), his BCom
Honours in Business Administration, his BSc Honours
in Pure Chemistry & Applied Chemistry and his various
other qualifications in a cross-pollination strategy so as
to secure the best results. Experiences gained in his
theoretical and technical streams are also translated
and communicated very effectively by Ashraf.
Ashraf continually seeks to improve his professional
and personal life experiences. He is always eager to
make meaningful contributions to the multi-disciplinary
teams and is a great project manager. Ashraf Adams
WILL make a difference in your Teams and Organisa-
tion.
Online Profile
More career details, milestones and experiences can be found via LinkedIn
Feel free to contact me and I will be sure to answer any queries regarding my own on-
tology, epistemology and how I see myself interacting in the business environment.
2. New Cereals ten-
ders secured with
NPD, Marketing
and Sales manage-
ment.
I started the new F’16 fiscal in a new
designation, namely Pioneer Foods Gro-
ceries—Private Label Customer Manag-
er. My new role involved the B2B cus-
tomer management of the retailers for
whom Pioneer Foods Groceries manu-
factured private label brands. The focus
was on the Marketing and Sales of pri-
vate label portfolio that Pioneer Foods
manufactured .
The projects included:
Securing the contract to supply and
managing the supply and marketing
management contract for a premium
retailer private label cereal range. Ad-
ditional revenue generated for Pio-
neer Foods Groceries is forecasted to
add R80 million annually in revenue.
Securing the contract to renovate and
supply a general trade retailer with a
range of 100% fruit juices, packaged
in a new packaging format. Revenue
projected for Pioneer Foods estimat-
ed to be R34 million for 2016 due to
this product range renovation.
F’16 REVE-
NUE CONTRI-
BUTION:
The new Cereals range
(Mueslis and Oats) was
successfully launched
within the targeted
timeframe for the contract-
ed retailer. Sales for the
first 3 months fro these
new cereals ranges added
in excess of R20m in addi-
tional revenue to Pioneer
Foods Groceries.
Myself and another cus-
tomer manager for private
label is responsible for
improving the throughput
of the 16 factories of Pio-
neer Foods Groceries by
selling the spare capacity
of the factories and offer-
ing it to retailers for the
manufacture of their pri-
vate labels. The revenue
from all the Pioneer Foods
groceries—Private Label
divisions grew by 7,5%
over the F’16 fiscal, well in
excess of the previous
best performance of
R580m in revenue.
MILESTONES:
3. Deep-in-Pyramid
(DiP) marketing &
Base-of-Pyramid
(BoP)
merchandising to
build brand aware-
ness and drive
F’15 was the year of new product launch-
es, retail partner listing promotions, mer-
chandiser program roll-outs to the Deep-
in-Pyramid (DiP) sector, point-of-sale
(POS) development and promotional
campaigns to drive brand awareness and
sales in the various markets of Pioneer
Foods International.
The projects included:
A Ceres mother-brand promotion
consisting of regional billboard cam-
paigns and a social responsibility –
orientated merchandiser developing
campaign which incorporated all ac-
tive product categories. Aim was to
build brand awareness for Ceres with
new retail partners and repositioning
of the brand in specific markets.
A Fruitree Bottom-of-Pyramid (BoP)
marketing campaign to expand
Fruitree distribution to street-vendors,
with the aid of DiP pack formats, sup-
ported by appropriate point-of-sale
(POS) and merchandising training..
BRANDS &
BUDGETS FOR
F’15:
Pioneer Foods Interna-
tional General Marketing
Budget: A total market-
ing budget of R14 200 000
was committed for TTL
cross-branded strategic
initiatives, promotions, etc.
Ceres (Export): The con-
sumed volumes for 2013/4
was ~68 million litres with
a total marketing budget
of R5 000 000.
Fruitree (Export): The
consumed volumes for
2013/4 was ~10 million
litres with a total market-
ing budget of R3 000 000.
Deep-in-Pyramid (DiP)
promotional campaigns:
The international unit allo-
cated R3 000 000 towards
a Pioneer Foods basket
promotion to key African
customers with an aim of
developing a street-
vendor seller and bottom-
end market merchandising
campaign to increase
sales in this category by
10%.
MILESTONES:
4. Marketing &
Innovation for great
ROI
F’14 was the first full financial year with
Marketing and Innovation activities post-
ing great returns for Pioneer Foods In-
ternational. A variety of Innovative new
categories and renovating new flavours
resulted in an excess of R968 000
being added to the growing bottom-line
for PFI.
Some of the launches included:
.
BRANDS &
BUDGETS FOR
F’14:
Pioneer Foods Interna-
tional General Marketing
Budget: A total market-
ing budget of R13 800 000
was committed for TTL
cross-branded strategic
initiatives, conferences,
etc.
Ceres (Export): The con-
sumed volumes for 2012/3
was ~63 million litres with
a total marketing budget
of R5 000 000.
Fruitree (Export): The
consumed volumes for
2012/3 was ~9 million li-
tres with a total marketing
budget of R2 000 000.
Liqui-Fruit (Export): The
consumed volumes for
2011/2 was ~1 million li-
tres with a total marketing
budget of R2 000 000 due
to an investment drive.
Bokomo Foods
(Exports): The con-
sumed volumes for 2011/2
was ~4,5 million kg with a
total marketing budget of
R2 000 000 due to an
investment drive.
MILESTONES:
5. Building Pioneer
Foods into a
multinational
organisation
Devising a strategy for repositioning
and rebranding of The Ceres Bever-
age Company (TCBC) into an amalga-
mated Pioneer Foods Export entity
(i.e. Pioneer Foods International - PFI)
to the existing network of Pioneer
Foods export customers in 92 coun-
tries around the world.
Successfully hosting the PFI / TCBC
Agents, Distributors and Business
Managers Conference at The Lost
City (Sun City / Sun International) dur-
ing 30 September 2013 to 03 October
2013.
Developing & Launching 2 new cate-
gories (powdered soft drinks and fla-
voured maize meal) as well as new
branded extensions (cross-functional
categories) into key global regions.
Trade visit Mozambique and Namibia
in 2013 to do a deep-dive investigation
into growing the markets and better
accessing the markets in neighboring
countries whilst developing the rela-
tionships for the Pioneer Foods
brands (e.g. Ceres, Liqui-Fruit, Boko-
mo Foods, etc.).
Development and project manage-
ment of the newly combined Pioneer
Foods International Marketing proce-
dure for inclusions into the new Pio-
neer Foods system.
BRANDS &
BUDGETS FOR
F’13:
Pioneer Foods Interna-
tional General Marketing
Budget: A total market-
ing budget of R10 000 000
was committed for TTL
cross-branded strategic
initiatives, conferences,
etc.
Ceres (Export): The con-
sumed volumes for 2012/3
was ~63 million litres with
a total marketing budget
of R6 000 000.
Fruitree (Export): The
consumed volumes for
2012/3 was ~7 million li-
tres with a total marketing
budget of R2 000 000.
Ad-hoc: This R2 000 000
was set-aside for ex-
pected expenses resulting
from the restructuring of
TCBC into Pioneer Foods
International.
MILESTONES:
6. Thick & Fruity
Trade visit to Namibia in 2010 to de-
velop the relationships in this region
for the Fruitree brand. This resulted in
regional specific mini-brand plans for
Namibia and Botswana as these re-
gions were strategically similar.
Innovation for Fruitree in developing &
launching 2 new juice nectar products
and 2 new beverage categories for the
18 month SA and Export Innovation
plans with the aim of achieving volume
targets for the BHAG.
Development, project management
and launching new Jabba primary &
secondary packaging update in order
to revive the brand positioning and
drive the brand sales, promotion & dis-
tribution.
Development, project management
and launching new communication
strategies for Fruitree that spans dif-
ferent TTL media (promo TV, bill-
boards, Facebook, Twitter & Mobi).
BRANDS &
BUDGETS FOR
F’12:
Fruitree: Fiscal revenue
for 2011/2 is R68 million.
Marketing budget for
2007/8 was R6 000 000.
Jabba: Fiscal revenue
for 2011/2 was R12 mil-
lion. Marketing budget for
2007/8 was R1 000 000.
Sunsip: Newly launched
flanker-brand to Fruitree
during 2010/1. Marketing
budget during 2010/1 was
covered by the Fruitree
budget.
MILESTONES:
