Emmi Ag · SIX:EMMN
Emmi — Investor Day (December 2010)
43 slides from Emmi's investor day presentation, Dec 7, 2010
Slide 1: Making Milk Marketing Matter
Making Milk Marketing Matter Emmi Investor Day Kaltbach/Lucerne, 7 December 2010 Robin Barraclough, Chief Marketing Officer
Slide 2: Content
Content Emmi brand strategy background Examples of our brand strategies Emmi own label strategy Next steps
Slide 3: 3 challenges, 3 focal points: Fewer, Bigger, Better
3 challenges, 3 focal points FEWER, BIGGER, BETTER Brands: FEWER: Many top quality products, so Focus on our power-brands far few real brand platforms Less brands, more pressure Business: BIGGER: Business model: too many Focus on markets, competitive products in too many markets with too little cons
Slide 4: A history of continuous innovation
Emmi strategy A history of continuous innovation Swiss Müesli Gala Aloe Mousse Minicol Vera Benecol Création Yoghurt Lucerne Emminent Yogodu Choco Latte 2002 2000 2003 2004 2005 2006 2007 2008 2009 Aktifit Winzer Emmi Caffè Latte Zero Kaltbach Le Gruyère SwissAlp Käse Energy Milk MC Neil Benecol Dri
Slide 5: How many brands can we carry?
How many brands can we carry? Emmi Investor Day, 7 December 2010, Robin Barraclough Page 5
Slide 6: We have to step change our focus to compete
We have to step change our focus to compete Company Spendings 2008 total SOV No. of ø per in 1‘000 CHF total* brands brand Danone 12‘500 17% 3 4‘166 Emmi (yellow + white) 11‘890 16% 12 990 Bel 11‘592 16% 4 2‘898 Nestlé 8‘125 11% 2 4‘062 Galbani Santa Lucia 4‘849 7% 1 4‘849 Rest incl. AOC-Brands 24‘0
Slide 7: Independent and successful in open markets
Our vision Independent and successful in open markets The most innovative European premium dairy – consumers favourite choice for real premium Swiss indulgence Emmi Investor Day, 7 December 2010, Robin Barraclough Page 7
Slide 8: Content
Content Emmi brand strategy background - Changes to our way of marketing Examples of our brand strategies Emmi own label strategy Next steps
Slide 9: Onken complements our indulgent portfolio perfectly
Onken complements our indulgent portfolio perfectly Premium Emmi Benecol Aktifit Danone MilKidz LC1 Onken Landliebe Danone Functional Müller Emotional ingredients provenance kids Indulgent Own Label Economy/mass Emmi Investor Day, 7 December 2010, Robin Barraclough Page 9
Slide 10: Onken is a springboard for our growth strategy in GE and UK
Onken is a springboard for our growth strategy in GE and UK Expansion strategy UK Onken CL EOS Germany AOC Onken CL EOS MiCreBu SWITZERLAND AOC USA CL Fresh AOC/ Fresh Spec. cheese KB AOC Cheese Processed EOS cheese CL EOS Cheese EOS AOC Fresh Local products / Domestic production TNLA ITA Internatio
Slide 11: Strengthening the house of Emmi
Strengthening the house of Emmi Emmi Position Genuine Swiss Statement Premium indulgence One Word Equity Emmi Indulgence Indulgence One Word Equity Refine- Swiss Local Brands Original Inspiration Wellbeing ment jewels jewels Product Brands „Emmi „Emmi ofof Benecol Benecol Tigre Tigre Trentinalatte T
Slide 12: Emmi is serious about professional brand management!
Emmi is serious about professional brand management! Consumer Brand Communication Global Training Prototype Emmi Sphere Management Suite Emmi Investor Day, 7 December 2010, Robin Barraclough Page 12
Slide 13: New Emmi Innovation Process
New Emmi Innovation Process Emmi Investor Day, 7 December 2010, Robin Barraclough Page 13
Slide 14: Supporting marketing decisions with market research
Supporting marketing decisions with market research Consumer Insights e.g. ideation workshops (qual.), Market data & Trend screening concept evaluation w. benchmarks (qual./quant.), e.g. Nielsen, Innova, Euromonitor tasting panels (expert & quant.) Holistic market and consumer research @ Emmi Measur
Slide 15: Content
Content Emmi brand strategy background Examples of our brand strategies Emmi own label strategy Next steps
Slide 16: Strategic brand pillars at Emmi
Strategic brand pillars at Emmi Emmi Investor Day, 7 December 2010, Robin Barraclough Page 16
Slide 17: Emmi Caffè Latte
Emmi CAFFÈ LATTE 6. Dezember Emmi Investor 2010 Barraclough Day, Robin Page 17 How Inspiring ! How Inspiring !
Slide 18: Swiss quality from A to Z
Swiss quality from A to Z >> A choice of premium coffees >> freshly roasted >> Freshly brewed >> Eclusively packaged 6. Dezember Emmi Investor 2010 Barraclough Day, Robin Page 18 How Inspiring !
Slide 19: Million cups sold since launch, continued double digit growth
400 m cups sold since launch, continued (double digit growth) Sales development, September 2010 YTD 100 +24% Total Market 15% 90 +9% Total Export 17% 80 +7% +29% Great Britain 50% +17% 70 +12% Diverse 29% 58 in m cups 60 Germany 20% 50 45 42 Switzerland 13% 38 40 33 Austria 9% 29 30 +15% Spain 8% 20
Slide 20: How Inspiring!
6. Dezember Emmi Investor 2010 Barraclough Day, Robin Page 20 How Inspiring !
Slide 21: 360° touchpoints 2010
360° touchpoints 2010 TVC Zurich emmi-caffelatte.com Fashion Emmi CAFFÈ LATTE Show INTENSO 150ml Consumer Promotions On-pack Promotion „Fashion cup“ Print Impulse Coolers Samplings 6. Dezember Emmi Investor 2010 Barraclough Day, Robin Page 21 How Inspiring !
Slide 22: Focus Emmi Caffè Latte
Focus Emmi Caffè Latte „ It is not about the milk, but about our passion for fresh coffee!“ 6. Dezember Emmi Investor 2010 Barraclough Day, Robin Page 22 How Inspiring !
Slide 23: Strategic brand pillars at Emmi
Strategic brand pillars at Emmi Emmi Investor Day, 7 December 2010, Robin Barraclough Page 23
Slide 24: Kaltbach Switzerland
Slide 25: Expanding the cave at Kaltbach for further growth
Expanding the cave at Kaltbach for further growth In order to satisfy the growing demand, the cave was doubled in size to 2 km in length New (in Red) Emmi Investor DayInvestorentag.pot Emmi Investor Day, 7 December 2010, Robin Barraclough Page 25
Slide 26: Kaltbach Sales Switzerland & Export 2009-2010
Sales Switzerland & Export (2009 - 2010 without own brands) KALTBACH Sales 2009 - 2010 2'500'000 2'000'000 + 21% 1'500'000 1'350'000 Export kg 1'149'346 Switzerland 1'000'000 500'000 850'000 670'061 0 2009 2010E Emmi Investor DayInvestorentag.pot Emmi Investor Day, 7 December 2010, Robin Barraclough
Slide 27: Kaltbach TVC
KALTBACH TVC Emmi Investor DayInvestorentag.pot Emmi Investor Day, 7 December 2010, Robin Barraclough Page 27
Slide 28: 360° Communication
360 ° Communication TV Launch Kaltbach Extra Visitors centre PR Print Friends of Kaltbach Online POS Promotion POS Emmi Investor DayInvestorentag.pot Emmi Investor Day, 7 December 2010, Robin Barraclough Page 28
Slide 29: It's about our love and care for perfectly matured cheese!
It‘s about our love and care for perfectly matured cheese! Emmi Investor Investorentag.pot DayInvestorentag.pot Emmi Investor Day, 7 December 2010, Robin Barraclough Page 29
Slide 30: Strategic brand pillars at Emmi
Strategic brand pillars at EMMI The new umbrella brand is the first to cover fresh and cheese (hot & cold) in Switzerland. Emmi Investor Day, 7 December 2010, Robin Barraclough Page 30
Slide 31: Emmi Umbrella Brand
Emmi Umbrella Brand
Slide 32: Emmi of Switzerland
Emmi: A parent umbrella brand with a strong product platform and a brand world only we can leverage credibly! Emmi of Switzerland A brand representing quintessential Swiss values and characteristics: trustworthy, knowledgeable, premium quality, natural, balanced, artisanal, indulgent: A brand epitom
Slide 33: Emmi Investor Day, 7 December 2010, Robin Barraclough Page 33
Emmi Investor Day, 7 December 2010, Robin Barraclough Page 33
Slide 34: The new world of Emmi
The new world of Emmi Emmi Investor Day, 7 December 2010, Robin Barraclough Page 34
Slide 35: Emmi – New media
Emmi – New media Online 16.12.10 Emmi Investor Day, 7 December 2010, Robin Barraclough Page 35
Slide 36: Emmi sponsoring: Partner FIS Alpine Ski World Cup
Emmi sponsoring Partner FIS Alpine Ski World Cup § Since 2009/2010: Emmi is a key partner of the international skiing association FIS § Ideal platform to carry our core brands values into key markets § Logo prominence piste side, on skiers bibs, trackside on location § 800 m viewers in 2009/10 saw E
Slide 37: Content
Content Emmi brand strategy background Examples of our brand strategies Emmi own label strategy Next steps
Slide 38: Strategic approach
Strategic approach Model Brand 1 Innovation 1 Private Label 1 Today Brand 2 „Each innovation is a new Innovation 2 Private Label 2 brand“ Brand x Innovation x Private Label x Brand innovation 1 B2C Brand innovation2 Tomorrow Brand Brand innovationx „Innovation based on Brands“ Swiss Origin B2C, B2B
Slide 39: The platform-concept with active selling
The platform-concept with active selling Vision: Emmi - the No.1 private label partner for ground-breaking added-value dairy-concepts in Swiss quality. Positioning: Emmi enables its trade partners to differentiate from the competition with ground-breaking added value-concepts based on unsatisfied co
Slide 40: Content
Content Emmi brand strategy background Examples of our brand strategies Emmi Own label strategy Next steps
Slide 41: Future brand centric innovation
Future brand centric innovation Market / channel 3 Longlife C New cheese 3 av Premiumisation g e tin ag Loyalty 2 Multipacks as in Ro g ex Packaging 2 Penetration/usage a ir st pe rti Penetration/usage 1 Coffee Ba se Extra Penetration/usage Innovation 1 Penetration/usage 1 New varieties Drinks 1 Ze
Slide 42: Emmi – less brands more branding: Conclusions
Emmi – less brands more branding Conclusions § Brands at the heart 1 of our strategy § Less mass, more meaning 2 and premium § It‘s less about the milk but 3 about what we do with it! § Less brands, stronger brands 4 Emmi Investor Day, 7 December 2010, Robin Barraclough Page 42
Slide 43: Thank you!
a a as Thank you!