Annual Report 2009 - melitta.info

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Melitta Group Annual Report 2009
Melitta Canada was founded in 1960 in Toronto and
markets filter papers and coffee. The rising number of
discerning coffee lovers in Canada has led to growing
demand for premium products and coffee specialties
over the years.
Sales growth in hotly contested markets
Despite growing competition from major national and
international coffee brands and a declining filter paper
market, Melitta Canada posted further growth in sales
in the period under review. The successful implementation
of extensive end-consumer campaigns and launch
of new products helped strengthen the company’s
market shares.
Highest coffee revenue since market entry
Melitta Canada increased its coffee revenue by 12 percent
in fiscal year 2009 to reach the highest level since
entering the Canadian market. The company owes this
success above all to the launch of five new premium
coffees which were well received by Canada’s discerning
coffee lovers. Despite growing competition, we therefore
succeeded in defending our market share.
William J. Ivany
CEO
Innovative filter papers help secure success
in shrinking market segment
The market for filter papers shrank slightly in the past
year. This was also reflected in the sales volumes of
Melitta Canada. Nevertheless, the company still succeeded
in growing revenue: the product innovation
Bamboo Filters helped us prevail over cheaper private
label goods.
An integrated communication campaign served to
further strengthen the Melitta ® brand, using both TV
sponsoring and consumer programs on our Internet
platform. The main focus of our print media advertising
was placed on the topic of quality. The provenance of
our coffees from the world’s best growing regions and
the resulting fine flavors were highlighted as a key
characteristic of the brand. We also used our mobile
serving unit at events and retail partner stores to enable
consumers to experience Melitta quality.
Melitta Canada
Sales
in € ’000
2009
2008
Employees
Average
2009
2008
20,269
18,550
10
10
Capital expenditure
in € ’000
2009
2008
Outlook 2010:
Slight growth and further differentiation from
private label brands
In 2010, we expect sales of coffee to drive revenue
growth. We will be focusing above all on new product
launches and increasing our communication of the core
messages “Premium Quality” and “Sustainable Coffee
Cultivation”. Product quality will also be highlighted in
our filter paper marketing in order to demonstrate our
superiority over private label brands.
Hamilton Beach Brands Canada – a leading distributor
of domestic kitchen appliances with whom Melitta USA
also cooperates – will be marketing coffeemakers under
the Melitta ® brand as part of a licensing agreement.
Melitta ®
74
108
Our brand for
coffee enjoyment.
Melitta Canada 41