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Asia Emulsion
Brand Portfolio
August 18, 2010
Presented by: Shirley Lu
Corporate Brand Other Individual Brand
Product Brand Product Brand
Asia Emulsion Brand Portfolio
Corporate Brand Other Individual Brand
Product Brand Product Brand
Asia Emulsion Brand Portfolio
Brand Portfolio - Cake & Dessert
Brand
Target
Customer &
Application
Source of
BusinessProduct Characteristics
NPD
Opportunity
Technical
Service
Pricin
g
Index
Rich’s
Niagara
Farms
(Hemu)
High end bakery &
FS for dessert
base, decoration, or
garnishing
• Dairy or dairy
blend
• Up-trade from
other ND
toppings
• Has dairy component and flavor –
preferred taste
• Good mouth-feel
• Stability: +25 min rosette time
• Overrun: +300%
• Pre-whipped
for dollop
applications in
FS
• Dessert program
• Dollop program
125
Rich’s
Gold
Label
High end to
mainstream bakery
& FS for decoration
• Up-trade from
other Rich’s
toppings or
competitive
toppings
• Vanilla flavor
• Good mouth-feel
• Shine and smooth texture
• Stability: +60 min rosette time
• Overrun: +400%
• High speed whipping
• Less sweet
• New flavors
• Decorating
concepts/skills
and cake
consumption
programs
100
Rich’N
Smooth
Tropic
Mainstream bakery • Buttercream &
margarine
• Dairy
• Competitive
topping
• Vanilla flavor
• Microbial stable up to 5 days
• Stability: +60 min rosette time
• Overrun: 400%
•Less sweet
• New flavors
• Decorating
concepts/skills
and cake
consumption
programs
100
Rich’s
Whip
Topping
Mainstream bakery
& FS for decoration,
dessert base and
garnishing
• Buttercream &
margarine
• Dairy
• Competitive
topping
• Vanilla flavor
• Stability: +2 hours rosette time
• Overrun: +350%
• Acid tolerance
• Protein-free
• Base
• Pre-whipped
• New flavors
(or flavor
program)
• Less sweet
• Decorating
concepts/skills
and cake
consumption
programs
• Other applications
• Equipment
support
85
Rich’s
Ning Bai
Mainstream to
economy bakery &
FS for decoration
• Economy topping • Vanilla flavor
• Stability: +2 hours
• Overrun: +350%
• Acid tolerance
65
Brand Portfolio - Cake & Dessert
Brand
Target
Customer &
Application
Source of
BusinessProduct Characteristics
NPD
Opportunity
Technical
Service
Pricing
Index
Avoset
Pour
N’Whip
High end to mainstream
bakery and star hotel for
decoration and pastry
• Dairy
• Non-dairy
• Dairy flavor
• Good mouth-feel
• Stability: +30 min rosette time
• Overrun: +350%
• Dessert program
• Decorating
concepts/skills
and cake
consumption
programs
110
Presto
Topping
Pride
High end to mainstream
bakery for decoration
• Non-dairy • Vanilla flavor
• Good mouth-feel
• Stability: +30 min rosette time
• Overrun: +210%
• Acid tolerance
• Decorating
concepts/skills
and cake
consumption
programs
95
Presto
Value
Pride
(Value
Star)
Mainstream to low end
bakery for decoration
• Non-dairy • Light vanilla flavor
• Stability: +30 min rosette time
• Overrun: +330%
55-80
(Presto)
Pacific
Pride
Mainstream to low end
bakery for decoration
• Non-dairy • Vanilla flavor
• Stability: +2 hours rosette time
• Overrun: +330%
55
Presto
Lingyou
Mainstream to low end
bakery for decoration
• Non-dairy • Vanilla flavor
• Stability: +2 hours rosette time
• Overrun: +330%
• Pre-whipped 50
Corporate Brand Other Individual Brand
Product Brand Product Brand
Asia Emulsion Brand Portfolio
Brand Portfolio – Bakery Filling
Brand
Target
Customer &
Application
Source of
BusinessProduct Characteristics
NPD
Opportunity
Technical
Service
Pricing
Index
Rich’s
Bettercreme
Middle to high end
bakery and FS as filling
for ambient/chilled
displayed final products
or for decoration
• Other types of
ambient fillings
• Butter or
margarine
• Vanilla/cream flavor
• Microbial stable up to 5 days
• Stability: +60 min rosette time
• Overrun: +350%
• Acid tolerance
• New flavors
• Pre-whipped
• Applications and
consumption
programs
110
Corporate Brand Other Individual Brand
Product Brand Product Brand
Asia Emulsion Brand Portfolio
Brand Portfolio - Hot Kitchen
Brand
Target
Customer &
Application
Source of
BusinessProduct Characteristics
NPD
Opportunity
Technical
Service
Pricing
Index
Rich’s
Versatie
FS (casual dining
restaurants chains,
industrial, caterers) for
both hot and cold
applications e.g. soup,
sauce, dipping, or
desserts
• Dairy • Refrigerated format
• Has dairy component
• Non-sweet
• High heat tolerance
• Acid tolerance
• Alcohol tolerance
• Whippable (300% overrun vs. 200-
250% of Dairy)
• Culinary &
consumption
program
Rich’s
Cooking
Rich
(Frozen)
FS (casual dining chain
restaurants, industrial,
caterers) both hot and
cold applications e.g.
soup, sauce, dipping, or
desserts)
• Dairy/Non-dairy • Frozen format
• Non-sweet
• High heat tolerance
• Acid tolerance
• Alcohol tolerance
• Refreezable (finished products)
• Culinary &
consumption
program
Corporate Brand Other Individual Brand
Product Brand Product Brand
Asia Emulsion Brand Portfolio
Brand Portfolio - Garnish
BrandTarget
Customer & Application
Source of
BusinessProduct Characteristics
NPD
Opportunity
Technical
Service
Pricing
Index
Avoset
Qwip
FS (restaurant, café, ice
cream parlor, beverage or
dessert shops/kiosks) that
prefer convenience and use
for garnishing beverage,
desserts or fruit
• Competitive aerosol • Has dairy component and
flavor
• Ease of use
• Overrun: 600%
• ND aerosol • Dollop
program
286
(167)
Rich’s
On Top
FS (restaurant, café, ice
cream parlor, beverage or
dessert shops) that prefer
pre-whipped and cost
savings vs. aerosol and use
for garnishing beverage,
desserts, or fruit
• Competitive aerosol,
pre-whipped, dairy
or ND topping
• Vanilla flavor
• Ease of use
• No wastage
• Overrun: +350%
• Higher stability
• New flavors
• Improvement in
dollop shape
and volume (vs.
aerosol and
thermal
whipper)
• Dollop
program
100
(100)
Rich
Aero Top
FS (restaurant, café, ice
cream parlor, beverage or
dessert shops/kiosks) that
prefer or are used to
whipping by themselves,
cost conscious and use for
garnishing beverage,
desserts, or fruit
• Dairy or ND topping • Suitable for different
whipping equipments
• Less sweet (vs. On Top),
closer to dairy
• Overrun: 400%
• Tend to melt with beverage
• Dollop
program
46
(40)
Corporate Brand Other Individual Brand
Product Brand Product Brand
Asia Emulsion Brand Portfolio
Brand Portfolio - Beverage
Brand
Target
Customer &
Application
Source of
BusinessProduct Characteristics
NPD
Opportunity
Technical
Service
Pricing
Index
Avoset FS (high-end café, casual
dining restaurant, star
hotel) for coffee creamer
• Evaporated milk
• Condensed milk
• Portion creamer
• Refrigerated format
• Excellent flavor for coffee
• Work for cold/hot beverage
380
Rich’s FS (chain café, casual
restaurant) for coffee
creamer, milk tea, dessert
base
• Evaporated milk
• Condensed milk
• Portion creamer
• Milk
• Frozen format
• High concentrate
• Work for cold/hot beverage
• ENDC
• UHT format
• New flavors
100
Technical &
Marketing Services
Technical Service – KA Service
Culinary Service in Taiwan Cake & Dessert Training in Russia
Culinary Service in Thailand
Technical Service - Seminar
Seminar in Thailand
Bakery Training for Vietnamese Operators
Technical Service - Workshop
Training courses at HCMC office
Technical Service - Demonstration
Thailand Aero Top Demo in 40 provinces
Technical Service – To End User
Korea demo to end users to arise interest in new final products
Technical Service – To Potential User
Seminar at D.Y. Patil
College Of Hotel
Management & Catering
Technology- Nerul
Seminar at IHM - Mumbai
Seminar at IHM– Bhopal Seminar at Sophia’s
culinary college-
Mumbai
Seminar at Viva Culinary
College-Virar
Seminar at SRM Culinary
Institute
Seminar at IHM– Jaipur Special classes at
private institute
IICA Hauskhas
Training Activities With Educational Culinary Institutes In India
Consumption Program – 7°C Cream Sundae
– A new range of product
– Price: US$ 1.5 for cup of 375 ml
– Operator Margin: 75%
– In one month, 30 stores sold out
around 65,000 cups (generating
close to US$ 70,000 gross margin)
Consumption Program – Mango Mania
Cake Carnivals
• 3 theme based consumption programs: Mango
Mania, Chocomocha and Creamy Nuts
• A record 362+ outlets covered
• T&I growth brought by participating customers:
Rich’s Whip Topping ↑28%, Chocolate Topping
↑72%
Consumption Program - Celebration Cakes
Target: ISB, Australia
Application: Bettercreme, Cakes
End-User Pricing: $25.00
Margin: Non-dairy ingredient and finished cake
Key Learnings & Challenges:
• Project came from key Customer visit to Rich’s in
the USA
• Key Customer’s desire to compete with entry of
Costco
• Political win to supply product key Customer needed
• End game is to supply non-dairy ingredients for
large scale cake program
• Challenge: In Store Bakery structure for customer
not set up to produce cakes on site
• Challenge: Rich’s production not sufficient to
enlarge sales
• Opportunity: Source from China Bakery
Cross-market Best Practice Sharing
China customers visited leading Korean bakery chains
Training on Bakery Business Management
•Managing costs, gross
margin, assortment,
inventory, other operating
costs and overall
profitability