ANNUAL REPORT 2008 - Eckes-Granini Group

More documents

Recommendations

Info

32 Finland “ Authentic in the way we act and behave, with heart and soul. Essi Jokisipilä ” | Finland | OY MARLI AB * : SUCCESS WITH INNOVATIVE CONCEPTS Over the course of the year 2008 – and particularly during the last quarter – fruit beverage consumption began to shift toward the lower-priced segments as consumers reacted to the troubled economic situation. Total volume sales by Oy Marli Ab * fell short of last year’s level, due to the planned decline in sales of tactical brands, while strategic brands continued to perform well. Marli and granini were the leading growth drivers, as both brands recorded 5 % volume gains and achieved equivalent turnover gains. Supported by a 36 % increase in market investments, Oy Marli Ab * succeeded in maintaining its dominant position. One important innovation in 2008 was the launch of the new Marli kupliva line, a combination of carbonated spring water and fruit juice that was introduced to the highly competitive carbonated refreshment beverage segment in the spring. Both the concept and the taste of the new product were well received by consumers. Distribution is to be expanded with the support of various promotional measures, including tasting offers. A second product launch followed in the autumn with the introduction of Marli Vital Protect. The distinctive feature of this product is a special combination of different berries that are naturally rich in antioxidants (protect cells against ageing), which makes it particularly appealing to health-conscious consumers. The launch progressed with very promising results. The response to the new granini Fruit Moment concept was equally positive. The product was introduced to the rapidly growing chilled smoothies segment. Product launches were supported in 2008 by broadreach advertising campaigns that attracted considerable attention. Both Mehukatti and Marli defended their positions as the best-known brands in the fruit beverage category in Finland. key investments in 2008 included the installation of a second carton filling line. Oy Marli Ab * will continue to develop its strong market position with innovative concepts in 2009 as well. New impulses for the currently declining syrup market are expected from the Marli Natural Syrup line, which offers such distinctive features as high fruit content, no preservatives and environmentally friendly, recyclable carton packaging. As a totally new product concept, the new Mehukatti Fruit Snacks made of 100 % fruit offer a healthy, convenient alternative for between-meal treats. | * Effective February 1, 2009, Oy Marli Ab was renamed as Eckes-Granini Finland Oy Ab.
The attitude and leadership style “ that prevail at our company enable us to be open-minded. János Barna | Hungary | SIÓ-ECkES kFT.: POSITIVE IMPULSES FOR SIÒ ” Volume sales in the Hungarian fruit beverage market fell by 4.3 % in 2008, while value sales rose slightly by 1 %. The recession, accompanied by declining real income and rising inflation, confronted the business community with major challenges. The global economic crisis also impacted on the market for fruit beverages, leading in turn to increasingly aggressive competition among suppliers. * In the face of this difficult business climate and despite a slight downward trend in volume sales, SIÒ- ECkES succeeded in strengthening its clear number 1 position with a value-based market share of 26.4 %. * The strategic brands SIÓ and hohes C are the market leaders in their respective segments. Two new varieties – Pear and Multivitamin – were added to the SIÓ premium range in 2008. Positive impulses for the SIÓ brand were also generated by the SIÓ fresh & fruit range of non-carbonated refreshment beverages, which contributed significantly to overall growth with a 16 % gain in volume sales. The launch of SIÓ VitaTigris fruit snacks also played an important role in the good overall performance. A 100 % fruit product sold in the practical resealable squeeze pack, this delicious, fruity snack is perfect for people on the go. SIÓ-ECkES has established a new product category in the Hungarian market with this innovative concept. The SIÓ könny és zamatos (Light and Delicious) line appeared in a new packaging design and was also extended through the add ition of new flavour varieties. The hohes C range of Mild Juices was successfully extended with the launch of the Mild Multivitamin variety. Advertising support was provided in 2008 for the SIÓ Premium, SIÓ VitaTigris fruit snack and SIÓ fresh & fruit brands as well as the hohes C range, with special emphasis on the new hohes C Mild Multivitamin juice. In 2008, SIÓ-ECkES initiated the “köszönjük, SIÓ!” project, a children’s aid programme for needy families with school-age children, who were equipped with school bags. The partnership with Szentkirályi, a leading mineral water brand, was successfully continued in 2008. SIÓ-ECkES strengthened its market position further through cooperation with the producer of the Bomba! energy drink. As market leader, SIÓ-ECkES will continue to generate fresh impulses for the Hungarian market with new products and initiatives in 2009. | * Market data for the retail food trade Hungary 33
Page 1 and 2: AnnuAl rEport 2008
Page 3 and 4: | Corporate Boards | Supervisory Bo
Page 5 and 6: | Contents | 1. Foreword 2 2. Busin
Page 7: From left to right: Michael Augusti
Page 10 and 11: 6 Business Year 2008 Key Figures 20
Page 12 and 13: 8 Business Year 2008 One of the mos
Page 14 and 15: 10 Business Year 2008 Supply Chain:
Page 16 and 17: 12 Business Year 2008 | Important e
Page 19 and 20: | People make the difference at Eck
Page 21 and 22: | We bring the best of fruit for a
Page 23 and 24: | Employees in dialogue | The follo
Page 25 and 26: What are other reasons why you enjo
Page 27 and 28: Menschen bei Eckes-Granini 19
Page 29 and 30: Country Strategic brands Value-base
Page 31 and 32: The launch of the Apple-Cranberry v
Page 33 and 34: A major focus for Eckes-Granini Fra
Page 35: “ I feel proud to work for Eckes-
Page 39 and 40: “ The feeling is as if we are one
Page 41 and 42: “ For me it is especially rewardi
Page 43 and 44: Export 39
Page 45 and 46: Wesentliche kennzahlen, kurzerläut
Page 47 and 48: Eckes-Granini Group GmbH AnnuAl rEp

ANNUAL REPORT 2008 - Eckes-Granini Group

Create successful ePaper yourself

Delete template?

Save as template?