Annual Report 2010 - Melitta

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16 Melitta MelittaUnternehmensgruppe Group Annual Report Geschäftsbericht 2010 2008 Following economic crisis consumers turn increasingly to discount products The economic and financial crisis continued to impact our markets in 2010 and led to greater price sensitivity among consumers. The main beneficiaries were private label products and discounters. Brand manufacturers found it difficult to compete in this environment, especially since the launch of initial premium concepts for private label products. Adverse climate for branded products Cofresco Freshkeeping Products Europe felt the consequences of growing price sensitivity among consumers in 2010. We were unable to generate significant growth in either the food wrapping or garbage bag categories. There was even a fall in demand in some cases, caused in part by cyclical stocking effects. An increasing number of sales promotions for retailers’ own brands also had a noticeable impact. They led to a decline in the proportion of our own campaigns in the three core markets: Germany, France and Spain. In addition to price pressure from the trade, rising raw material costs placed an additional burden on business which could not be fully compensated for. There were Dirk Löhmer CEO Cofresco Freshkeeping Products Europe positive signals from France, however, with the launch of a new TV campaign for our garbage bag range. We used 2010 to enhance the self-selling ability of our products off the shelf with the launch of eye-catching new pack designs aimed at differentiating our range more clearly from private label products. We aim to make further improvements to our value chain by modernizing our production facilities and introducing changes to our processes and organizational structure. Outlook 2011: Sales growth driven by extensive market campaigns We expect consumer price sensitivity to remain high in 2011, which will once again benefit private label products. Nevertheless, we plan to raise sales revenues with a host of measures. We will rejuvenate our Toppits ® and Albal ® brands, streamline our product lines, and launch a new product campaign in the second half of the year. Investments in classic communication as well as social media platforms will strengthen our brands in the core markets of Germany, France and Spain. As Europe’s leading brand manufacturer with over 70 million households as customers, Cofresco will focus on the topic of food waste in 2011. Approximately 25 per-
The key to freshness and flavour, is the brand for innovative food wrappings and more. cent of all food purchased is thrown away by households. This figure could be reduced significantly with the right information and the use of our products. A corresponding pan-European campaign will be launched on this topic. We plan to expand both our eastern European business as well as our B2B branded product business in order to cement our position as a manufacturer brand. We have already prepared our market entry in Russia with the foundation of a local Russian subsidiary. A clear organizational separation between our private label business and branded product sales will also be implemented. Investments in our manufacturing capability will lead to a further optimization of our processes. We will be forced to counter rising raw material costs with price increases in all product categories and in all national markets. The products are marketed in other countries under various brand names: Albal ® in Spain and France, Glad ® in Portugal, Ireland and Scandinavia. Key figures Sales in € ’000 2010 2009 Sales to trade in € ’000 2010 2009 Capital expenditure in € ’000 2010 2009 Employees Average 2010 Cofresco Freshkeeping Products Europe 17 In France, handy bag ® is our brand for garbage bags. 40,805 41,107 178,624 184,974 5,330 5,265 290 2009 289
Page 1 and 2: www.melitta.info Annual Report 2010
Page 3 and 4: Contents 2 Foreword of the Manageme
Page 5 and 6: The past months have also seen a nu
Page 7 and 8: China Japan EUROPE Belgium Lokeren
Page 9 and 10: e beneficial if the respective targ
Page 11 and 12: way - some things simply are what t
Page 13 and 14: Melitta HouseholdNavigation Product
Page 15 and 16: Our brand for coffee enjoyment. sup
Page 17: Cofresco Freshkeeping Products Euro
Page 21 and 22: Melitta Navigation Coffee Subnaviga
Page 23 and 24: Our brand for coffee enjoyment. Out
Page 25 and 26: Melitta Navigation SystemService Su
Page 27 and 28: Our brand for coffee enjoyment. The
Page 29 and 30: Melitta has been offering a range o
Page 31 and 32: Our brand for coffee enjoyment. Our
Page 33 and 34: Melitta has been active on the US m
Page 37 and 38: Melitta Canada markets coffee and c
Page 41 and 42: Wolf PVG is a highly specialized sy
Page 43 and 44: The brand for vacuum cleaner bags a
Page 45 and 46: Melitta Neu Haushaltsprodukte Kalis
Page 47 and 48: Outlook 2011: Expansion of market s
Page 49 and 50: in sales of filter papers in Europe
Page 51 and 52: Melitta counters raw material price
Page 53 and 54: Explanatory notes on the consolidat
Page 55 and 56: Financial instruments are measured
Page 57 and 58: 4. Trade receivables in € ’000

Annual Report 2010 - Melitta

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