Player in the international market: The introduction of Emmi energy drink

Résumé du document

As the leading Swiss maker of cheese and milk, Emmi hopes to continue being one of Europe's innovation leaders and trendsetters in the market of milk products. The brand expects to see an above average growth in the international markets over the course of a year and annual growth of 2-3% over the next five years. One of the goals is also to expand its market position in innovative concepts, partnerships and acquisitions. Since continuous growth in international markets is a key goal of Emmis, it has plans on strengthening its position in key international markets through investments in distribution structures, magazine acquisitions and partnerships. Other goals for the future include developing new technologies to boost its competitive edge in the fast growing international market.

Emmi is inventor and producer of innovative, high quality milk products in different segments for customers who enjoy healthy and delicious food.

Is to expand Emmi's position in the Dutch market by introducing Emmi's Energy Milk into grocery stores within Rotterdam. Emmi will continue to differentiate itself from competitors by producing high quality products and focusing on innovation, customers, and the Emmi Brand.

Our strategy is to introduce Energy Milk as a way to help consumers, and specifically the target group of 10-24 year olds, fulfill their need for energy drinks in a healthy and nutritious manner.

Extraits

[...] Emmi is unable to use DJ Bobo in the marketing campaign when introducing the drink to new countries, like the Netherlands, whereas Gatorade and Red Bull can usually use the same campaigns throughout different countries. Dj Bobo, Emmi energy drink campaign 2007 Another strategy for Emmi has been to sponsor various athletes, sports teams and various events. Emmi Caffe latte sponsors the Apnlia Racing team Swiss motorcyclist Tom Lu Thi. Emmi also sponsors the tennis player Roger Federer and on annual basis sponsors different regional cultural, sporting, social and community event and projects by providing Emmi products 27. [...]

[...] So far Gatorade has only four flavors in the Dutch market, which is small in comparison to their position in the American market with more than 10 products out in stores. Gatorade's priority has always been focused on expanding the brand over the world, which is why their marketing strategies are based on the use of famous sport figures such as football players like Ronaldhino and Sarapobha in their advertisements 11. Gatorade also focuses its marketing strategies on sponsorship in different sport leagues like Holland's professional volleyball league 12. [...]

[...] Another factor for the sales growth is the innovations made internationally; Café latte, Choco Latte and Benecol. These products have generated growth over 205 in sales of fresh products outside Emmi's domestic market. It also has allowed Emmi to distribute throughout countries like France, Benelux, and Portugal 24. Marketing Performance (Energy milk) Since its introduction onto the market, Emmi has relied heavily on sponsorships and it's partnership with DJ Bobo for the marketing strategy for Energy milk. Emmi has used DJ Bobo for marketing the milk energy drink since 1998, when the milk was launched, and just resigned the DJ to another two years. [...]

[...] Because of this trend the added value of dairy products is rising, even though the volume of milk production is almost constant. Government policy aims mainly at preventing and controlling the contamination of foodstuffs. By subjecting veterinary drugs and pesticides to strict authorization requirements, undesirable residue accumulation in dairy products is minimized. Dairy cows can for example be exposed to traces of pesticides via the raw materials used in animal feeds, if these chemicals are used to treat the crop. [...]

[...] 25) http://group.emmi.ch/index.php?id=1314&L=1 26) http://www.emmi-energy-milk.ch/english/advertising/dj-bobo/ 27) http://group.emmi.ch/english/about-emmi/sponsoring/ 28) http://group.emmi.ch/english/about-emmi/sponsoring/ 29) http://gatorade.com/ 30) (http://www.businessweek.com/smallbiz/content/jan2005/sb2005015_8196_sb017.h tm). [...]