One of the leading French agricultural and food-processing ... · One of the leading French agricultural and food-processing ... INCUBATION – OBJ KPI S MS: ... sales Brand Presence

1

One of the leading French agricultural and food-processing cooperative groups

12 000 farmer members in North-Western France + 12 000 employees

Diversified activities

Large brand portfolio

Upstream 24%

Rural Distribution

7%

Machinery 3%

Seeds 1% Beverages

4% Poultry & Meat 8%

Milk 29%

Vegetables 24%

Turnover by branch

AGRIAL Group

2,7

3,6 3,9

4,2

0

1

2

3

4

5

2011 2012 2013 2014

Turnover (billion Euros)

Louis Raison Brand Guideline 2

Eclor is the Beverage Branch of the Agrial Cooperative

Key Figures: - Turnover 200 millions euros - 600 employees - 10 industrial locations

Our major brands portfolio

[NOM DE CATÉGORIE

]

[POURCENTAGE]

International

31%

Cidres Chilled Juices Juices, Limonades & Apple Sauce

France International

ECLOR Group


Ensure long term production and revenue for the apple producers of the cooperative

Our Mission


Cooperative model: apple producers are the shareholders of the company

Our apple sourcing for Cidre from our own orchards

- 6 000 farmers producing apples for the cooperative

- more than 6 000 hectares of orchards

Optimal for quality management and traceability

All ECLOR Cidres are made with 100% FRENCH APPLES

Apples Supply: our Cooperative model


French Cidre Process = 100% apple with natural fermentation, no water, no added sugar.

Product profile = dry with 4,5% ABV or sweet with 2,5%ABV

Consumer demand: Alcohol (approx. 5%ABV) + sweet taste

Specific cider recipe differentiated from French recipes

Cidre vs Cider

alcohol

sugar

Ciders

Louis Raison Brand Presentation 6

Enter in the orchard

and discover my

universe …

7

The secret

“You’ll be a man when we share the same secrets”

These are the words spoken to son, Louis Raison, by his father.

In his eyes, no secret was more important than the cidre-making

process, and he shared his passion and expertise with his son.

The story starts in 1923, when Louis Raison’s father began to craft his own cidre to perpetuate the

French secular tradition of cidre-making. In 1934, at the age of 14, son Louis started his

apprenticeship and learned the secrets of cidre-making from his father. In 1945, immediately

following the war, Louis succeeded his father at the head of the company. He was the very first

cidre master to bottle and popularize cidre across France.

Louis Raison has since become the market leader in France and has spread all around the world,

thanks to the passion and dedication of every worker in the cider house.


Where to play?

Consumer

• 25-35 y.o.

• Urban

• Mix of males and females (50/50)

• Open minded and curious

• Enjoys life and good things

Source of Business

• International Premium Ciders (Kopparberg, Strongbow, Rekorderlig, Stella, Magners)

• Premium craft ciders (Weston’s, Thatcher’s …).

• Neighboring categories

Price Segment

• Premium

• On pair with Kopparberg

•INDEX

•Mainstream = 100

•LR = max 130 - equivalent to international premium

Markets

• Major cider markets (UK, South Africa, USA, Australia),

• Smaller cider markets with high consumption per capita (Scandinavia ),

• Beer markets with emerging cider consumption (Japan, Russia …)

Channels

• 1/ Urban premium on trade to build image and trial

• 2/ Urban off trade to drive volume


Brand DNA

France’s favourite Cidre since 1923

Company Roots - Born in 1923 in France – Brittany, the roots of

French Cidre - The first company cider master gave his name to

the brand

Brand Pack & Types - The codes of premium craft cider - Traditional yet modern design

Production location & process - Cider 100% produced in France - Produced according to our Expertise & Heritage - Optimized recipe: capitalizing on our heritage

know how & unlocking the taste barrier

Ingredients & Product Profile - Sourced from our own orchards - Unique Rouge Délice apples - Minimum 4,5% ABV, up to 5,5% for more mature

products - Crisp & Refreshing - More complex than competition


Brand Positioning

Brand Role

_____________

The French expert of Cidre for the most flavorful

experience

Insight

______________

In order to enjoy as much as

possible when socializing I would like a cider mixing

sweetness and the true taste of

apple!

Target

______________

- Young people (25-35)

- male/female (50/50)

- looking for premium/craft products

- not reluctant to imported French products.

Benefits

______________

Functional

- Gluten Free

- 5,5% alc.

- The authentic taste of Cidre, crisp and full of apple flavor

Emotional

- Enhancing the moment!

RTB

______________

- Unique heritage & true French Cider expertize

- Exclusive Bittersweet and Rouge Délice apples varietals

- Apples 100% sourced from our own orchards

Personality

______________

- Rooted & Expert (since 1923)

- Authentic & True (our own apples)

- Convivial (the French flair)

France’s favorite cidre, crafted with care since 1923.


Brand USP and points of differentiation

Cut through refreshing taste,

world leading brand

Fruity ciders made with soft

water

The traditional Irish Cider aged

in oak vats

Hand picked apples, sounds

like French Cidre

Refreshing and open-minded

(cider for party)

Hard cider with attitude

Beautifully Swedish

USP: The unique premium Rustic Cidre combining a 100 years of French craft mastery in cider with the richest taste profile addressing the broadest audience

Exclusive apple varietals & craft process

- Bittersweet & Rouge Délice

- 100% sourced from our orchards

- Largest orchard worldwide from our coop.

Outstanding taste profile

- Highest performance in home use test – quantitative research

- Smooth balance between richness and taste affordability

Passion, Heritage and Expertise

- Since 1923, a true story started with Father & Son

- Cooperative model: sourcing, quality control and innovation.


AREA OF OPPORTUNITIES

Market Segmentation

Original, Imported

Local

Mai

nst

ream

A

uth

en

tic, Craft


DOs and DON’Ts


DOs DON’Ts

- Serve Louis Raison chilled

- Drink from the bottle

- 2 flavours in the fridge minimum

- Excellence in execution, wow effect

- No Price-off

- No association with binge drinking

- No low quality execution

- No mix with another alcohol

Introducing the range

Available in multiple packaging sizes

Range design and packaging sizes


500ml 330ml 4x330ml 750ml Kegs

Varieties

Original Crisp Rouge Délice Pear Raspberry


Original Crisp – 5,5% ABV

A distinctly refreshing cider made with French bittersweet apples from Louis Raison’s own orchards. This easy-drinking cider is light, clean and smooth, with a perfectly balanced sweetness.

Rouge Délice – 5,5% ABV

“Rouge Délice” apples – grown only in France – are recognized not for their red skin but red flesh. Here combined with French Bittersweet apples, the result is a complex, flavourful cider experience with the perfect sweet/tart balance.

Pear – 4% ABV

Enjoy our delightful cidre made with French bittersweet apples from Louis Raison’s own orchards, bursting with fruity pear flavour!

Raspberry – 4,5% ABV

The delicate flavour of raspberry juice combined with our French Bittersweet apples creates a delicious cider for an intense refreshment.

Flavour profiles


Quantitative study (home user test)

Test in Campden (Gloucestershire) on 140 people with home test

Overall liking (recipes) Purchase intent (recipe)

RASP PEAR

RASP PEAR


Quantitative study (home user test)

Test in Campden (Gloucestershire) on 140 people with home test

Purchase intent (packaging range) Flavours ranking (recipe + packaging)


Organoleptic Quantitative study

Organoleptic Item Original Crisp Rouge Délice Magners Kopparberg

Colour strength liking Just about right Just about right Just about right Slightly too light

Fruity smell strength Just about right Just about right Slightly too weak Slightly too weak

Fruity taste strength Just about right Just about right Rather too weak Slightly too weak

Sweetness Just about right Slightly too strong Rather too weak Just about right

Sourness Just about right Just about right Shared opinions Just about right

Bitterness Just about right Just about right Slightly too strong Just about right

Crispness Just about right Just about right Slightly too weak Just about right

Sparkling mouthfeel Just about right Just about right Just about right Just about right

Easiness to drink Easy to drink Easy to drink Neither difficult nor easy

to drink Easy to drink

Level of alcohol Just about right Just about right Slightly too low level of

alcohol Just about right

Taste complexity Just about right Just about right Slightly too basic Slightly too basic

Aftertaste perception Shared opinions Shared opinions Slightly too long Just about right

RTB « apples from our own orchards » confirmed (fruity smell & taste, taste complexity)


On-line test

French

Natural & refreshing

Premium

Flavourful

But warning on target & frequency make USP easier to identify


Brand development

TELLING THE LOUIS RAISON BRAND STORY:

- Focus on in-store activations & Events: high scale sampling - Brand: building our credentials – leveraging Usp & Rtb - Media: focus on digital to amplify actions & grow awareness

INCUBATION – OBJ KPI S

MS: > 0.2% MS Rotation On-trade: > 33% leader International Premium Cider

Rotation Off-trade: > 33% leader International Premium Cider

RESSOURCES NEEDED

- People: 1 Brand Manager + On-trade ambassadors focus - Mkg: shared & dedicated marketing budget - ATL/BTL Split: 30%/70%

INCUBATION – 3 years BRAND CREDENTIALS ANCHORING VIA ON-TRADE

ON TRADE: - Gold outlets: brand visibility & activation- Obj 100% Nd - Silver outlets: brand visibility minimum - Obj 50% Nd - Bronze outlet: no go

OFF TRADE: Year 2 or 3 - Gold outlets: convenience, urban outlets… - Silver accounts: most premium retailers - Max WD: 15%

GAME CHANGER – 3 years MASSIVE ACCELERATION & INVESTMENT:

- Saturate the On-trade Numerical distribution - Grow Off-trade Weighted Distribution fast in 3 years - Massive investment in ATL & BTL - MS target > 3%

KEEP ON INCUBATING PROGRESSIVE & SUSTAINABLE GROWTH:

- Keep on building the Numerical Distribution in On-trade, - Progressive introduction in Off-trade once On-trade covered, - Leveraging awareness & Equity according to the available budgets

Brand development model


Channel Segmentation On-trade

Outlet Personality Outlet type Audience Consumption

moment Weekly

sales Brand Presence

GOLD Best brand

expression & sales

10% of covered

universe

Urban location, middle to high energy, could be crafty or rooted atmosphere, still Premium

- Premium bars and cafés

- Craft bars

- High end pubs.

25 – 35 years old men & women, open to novelties and sensitive to crafty and quality products, high & middle social class.

- After work - Socializing - After dinner

+30% min vs Silver

- 3 points of visibility on 4 minimum (back bar, counter, tables, outside)

- Premium tailor-made tools

- Experiential

SILVER Good brand fit & driving mass

volumes

50% of covered

universe

Mid class outlets, middle to high energy, Premium and mainstream + outlets types

- Casual bars, pubs

- Music venues

- Beach bars

- Selective night clubs

20 – 35 years old men & women, middle social class, looking for qualitative alternatives to beer or standard drinks.

- Refreshing break - Pre-going out - Drinking with

friends in-door & out-door, night out

Min 1 case / week

- Minimum of 3 points of visibility on key areas.

- Experiential in the best and selected outlets to support ROS/

BRONZE Volume

opportunities

40% of covered

universe

Not a place to build our brand but an opportunity for our consumers to enjoy our cider.

- Restaurants,

- Entry class bars

- Nightclubs

- Hotels

- Karaokes

20 – 35 years old men & women looking for refreshing & low ABV beverages, middle & standard social class

- Lunch & diner - High energy parties - Relaxing

-20% vs Silver

- Bottle in the fridge


Channel Segmentation Off-trade

Outlet type Audience Weekly sales Product Range

priorities Merchandising

GOLD Best brand

expression & sales

10% of covered

universe

- Premium urban/city center convenience outlets

- Fine food groceries

- Premium liquor stores

25 – 35 y.o. men & women, open to novelties and sensitive to crafty and quality products, high & middle social class.

+30% min vs Silver

Single Bottle or 4-pack - Original Crisp - Rouge Délice

75cl bottle

- Cider category

- Next to imported ciders

- Minimum of 2 facings if 1 variety (1 facing /SKU if multiple flavors)

- If possible, display cases next to the product for maximum brand visibility

SILVER Good brand fit &

driving mass volumes

50% of covered

universe

- Suburban outlets

- Key Premium retailers

- Hypermarkets & Medium sized city outlets

- Mainstream liquor stores

20 – 35 y.o. men & women, middle social class, looking for qualitative alternatives to beer or standard drinks.

Min 3 packs /week

4-pack - Original Crisp - Rouge Délice - Flavoured

- Cider category


- 4 pack in the shelf + single bottle in the fridge (if any)

- Minimum of 2 facings if 1 variety (1 facing /SKU if multiple flavors)

- If possible, display cases next to the product for maximum brand visibility

BRONZE Volume

opportunities

40% of covered

universe

- Supermarkets

- Major mainstream chains

20 – 35 y.o. men & women looking for refreshing & low ABV beverages, middle & standard social class

-20% vs Silver

4-pack - Original Crisp - Rouge Délice - Flavoured

- Cider category



BRAND ACTIVATION

be visible in bars!

Some tools to make the brand visible in bars

On-trade


create excitement!

Louis Raison tells his true story …

The concept

The French Apero! Interactive brand activation with an authentic French atmosphere

Emphasize the French origin

No need to create a story, we just have to tell our history!


The “Louis Raison” experience

Then, enter the bar …

Get a goodie to become more French

So French So Fun!



Thank you for your attention!

Documents

One of the leading French agricultural and food-processing ... · One of the leading French agricultural and food-processing ... INCUBATION – OBJ KPI S MS: ... sales Brand Presence