The Bel - visit site - Bel Group

STRATEGY AND MARKETS
An international group
Bel is the world’s third-largest branded cheese company, holding market leading positions in
25 countries and ranking among the top-three branded cheese players in 45 others. Its growth
potential remains strong, particularly with respect to its core brands. The race for size is not the
Group’s goal, however. Its aim is to be the leader in all its markets and segments. To take better
advantage of the growth potential of its many markets, Bel is organized into fi ve world regions.
WESTERN EUROPE
“Boosting volumes
and market share were
the priorities.”
8 • Bel Group 2011
Francis Le Cam,
Vice-President Bel Western Europe
6.7%
sales increase for Bel
Western Europe,
versus the prior year
In Western Europe,
Bel’s sales advanced
6.7% in 2011, besting
the already strong growth
achieved in the region in 2010.
Against a backdrop of lackluster
market growth, that performance
was nothing short of outstanding,
ranking among the highest in the
dairy segment and the broader
consumer products sector.
As in 2010, the priority for 2011
was given to growing volumes and
market share, with moderate and
selective price increases to win
customer loyalty in a period of
declining purchasing power,
to maintain close ties to retail
partners through the growth
momentum of Bel’s brands,
and to keep the company’s
plants operating at a high level
of production. The market share
of the Group’s core brands grew,
consolidating their largely already
established leadership positions
in their respective segments.
Leerdammer ® turned in a
particularly robust
performance and is now a leader
in the sliced cheese segment,
reporting strong growth in six
major European countries. Other
top performing brands included
Kiri ® , Mini Babybel ® and Boursin ® ,
whose usage range was extended
to cheese platter, spreads,
cooking cheese, salad cheese
and, recently, cocktail cheese.
The recovery begun in 2010
for The Laughing Cow ® , which
celebrated its 90th anniversary
in 2011, was confi rmed during the
year with the launch of a new 3D
advertising saga. Countries with
the strongest sales momentum
included Spain, up 21%, Germany,
up 12%, France, the Netherlands,
Switzerland, and the UK.
New communication platforms
helped spur the growth of most
of the core brands, as did
successful innovations like
Leerdammer ® fl avored slices,
Boursin ® ham rolls and Apéricube ®
limited edition fl avors, jointly
created with consumers
via the Internet.