PDF (3.6 MB) - Valora
PDF (3.6 MB) - Valora
PDF (3.6 MB) - Valora
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16<br />
ANNUAL REPORT VALORA 2009<br />
CoMPeTenCe<br />
sPeCIal Wef dePloyMenT<br />
During the World Economic<br />
Forum (WEF) in<br />
Davos, <strong>Valora</strong>’s staff at<br />
the Zizers railhead had<br />
a number of special assignments<br />
and extra<br />
deliveries to carry out.<br />
On day one of the con -<br />
fer ence, they picked, sorted<br />
and packed 9 tonnes<br />
«we knew it woulD<br />
go well, but the<br />
surge in DemanD<br />
which built up<br />
after such a short<br />
time was way beyonD<br />
our expectations.<br />
it just shows<br />
the footfall we<br />
get at our sites –<br />
anD how quickly a<br />
new proDuct can<br />
be launcheD.»<br />
Das ist ok.<br />
of domestic and international<br />
press products (vs<br />
800 kg on normal days),<br />
delivering these to hotels<br />
in Davos and Klosters.<br />
The publishers greatly<br />
appreciated this excellent<br />
level of service.<br />
successful attendance<br />
<strong>Valora</strong> Trade again attended the<br />
International Confectionery Trade<br />
Fair (ISM) in Cologne. The ISM is<br />
the world’s leading trade exhibition<br />
for confectionery and savoury<br />
snack products, with 32 000 visitors<br />
from more than 140 countries<br />
attending in 2009. The event enabled<br />
<strong>Valora</strong> Trade staff to discuss<br />
future strategy plans with business<br />
partners, as well as marketing the<br />
division’s services and expertise to<br />
potential new customers.<br />
InTervIeW<br />
wiTh JöRg BRun,<br />
head of CaTegoRy ManageMenT<br />
ValoRa ReTail<br />
how did the ok.– launch go?<br />
It was spectacular. We started with<br />
250 000 cans of ok.– energy drink in early<br />
July and were sold out in two days.<br />
By late August we were selling 1 million<br />
cans a month.<br />
how did your organisation cope with<br />
all the hype?<br />
Of course there were delivery bottlenecks<br />
at the beginning. We first had to optimise<br />
the processes needed to handle these huge<br />
volumes, but our logistics people soon had<br />
everything organised.<br />
The sales staff had never carried ownlabel<br />
items before. how did they take<br />
to ok.–?<br />
Very well. The sales staff were extremely<br />
motivated and fully supported the product.<br />
That is one of the main factors contributing<br />
to the strong launch and the success<br />
which followed it.<br />
what did you focus your marketing on?<br />
At first we concentrated on imaginative<br />
presentation at the outlets. Things like piling<br />
the cans up high to catch peoples’ eye.<br />
We first advertised in September.<br />
had you expected this kind of success?<br />
We knew it would go well, but the surge in<br />
demand which built up after such a short<br />
time was way beyond our expectations.<br />
It just shows the footfall we get at our<br />
sites – and how quickly a new product can<br />
be launched.<br />
how did the brand develop?<br />
We analysed customer needs and then<br />
launched mineral water, fruit juices and<br />
beer – plus sugarless and exotic energy<br />
drinks – shortly after the initial energy<br />
drink launch. Then came chocolate bars,<br />
chewing gum, ice tea and other food products.<br />
The first non-food item was the umbrella.<br />
Based on what criteria do you choose<br />
new products?<br />
For the k kiosk range we’ve concentrated<br />
on key products with the highest sales po-<br />
ok.–’s own facebook page<br />
In line with the times,<br />
<strong>Valora</strong>’s ok.– brand is now also<br />
on Facebook. Click on<br />
www.facebook.com/okPunktStrich<br />
to chat with others from the ok.–<br />
fan community and witness<br />
<strong>Valora</strong>’s first foray into social media.<br />
This popular platform provides<br />
a direct, up-to-date indicator<br />
of interest in the range, helping it<br />
to respond to customer needs.<br />
tential. We intend to keep the current 20item<br />
range at the kiosks, whereas we have<br />
a wider range of daily staples on offer at<br />
the avec. shops.<br />
why did you wait six months before<br />
launching the first ok.– fresh products?<br />
We took a pragmatic approach. We wanted<br />
to gain experience with fresh products before<br />
we started developing our own lines.<br />
Fresh products are perishable, which<br />
makes them more difficult to handle.<br />
is <strong>Valora</strong> sticking to its brand strategy<br />
despite this success?<br />
Our own-label range is unlikely ever to<br />
account for more than 5% of our sales.<br />
We are the small outlet retail channel<br />
for branded goods and we intend to remain<br />
so.<br />
did you meet your objectives with the<br />
ok.– launch?<br />
Yes. The sales figures for most ok.– products<br />
demonstrate that the brand is gaining<br />
good acceptance. Not only did we increase<br />
footfall, we also established a name for<br />
ourselves with a younger clientele. A lot of<br />
young people are familiar with the ok.–<br />
label today. Its brand recognition got off<br />
to a very rapid start. .
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