civg198*/ modì® apple : “global marketing strategy ...€œglobal marketing strategy &...
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27th-28th April 2017Mumbai
Civg198*/Modì®apple:“GlobalMarketingStrategy&IndianMarketOpportunities”
by Dario Mauro Lezziero - Modi Europa Marketing Director
27th-28th April 2017Mumbai
Civg198*/Modì®apple:“GlobalMarketingStrategy”
by Dario Mauro Lezziero - Modi Europa Marketing Director
FerraraSan Giuseppe di Comacchio (FE) Italy
CIVG198*applePVR
around 15YEARSRESEARCH&DEVELOPMENT
ACTIVITIES
CIVG198*variety (scab-resistanttree) istheresultofanaturalcrossbreedingbetweentheLibertyandGalavarieties.
CIVG198*/MODI® MAIN «R&D REASONS-WHY» FACTORS
v QUALITY • DISTINCTIVE Taste/Flavour/Aroma/Colour > USP• CRISPY - JUICY
v ECONOMIC SUSTAINABILITY v ATTENTION TO THE ENVIRONEMENTv «VALUE FOR MONEY» v GROWER FRIENDLY VARIETIES v PRECOCIOUS BEARING v LONG SHELF LIFE / STORAGE
CIVG198*/MODI® INTERNATIONAL TRADEMARK
Modì®isthebrandunderwhichtheCIVG198*varietyismarketed:
ThenameModì®,internationalandeasytoremember,aimstopayatributetothegreatItalianartistA.Modigliani,called“Modì”byhisfriends,hewasfamousforhisfemaleportraitswithstrongandbrightcolours,justliketheredcolorofModì®.
vredskincolourwithahintofyellowvfirm,crunchyandjuicypulpvhighsugarcontent>12.5brixdegreeswithbalancedsournessvElongatedconicalshape,mediumsize(70-80mm)vscabresistancevlongstoragecapacityvlongshelflifevGMO-free
6
ProductFeatures
Modì® is unique and matchless!Eco-friendly, young, contemporary and informalA modern taste: exceptionally crunchy and juicy, balance between sweetness and acidity for a great pleasure and intense freshness.
Modì®isuniquebecauseitgrowseco-friendly.Thankstothetree’sinnateresistancetothemainpathogensandintegratedpestmanagementinthefield,theneedforman’sinterventionIsminimal,withpositiveeffectsontheenvironmentandonthewellbeingofallofus.
Modì®isthefirstapplewithacarbonfootprintmarker(CFP),measuredbytheFacultyofScienceandTechnologyoftheUniversityofBolzano.
Itscarbonmonoxideemissionsareequalto0.028kgofCO2perkg ofModì®producedinafruitorchard,withareductionofupto49%ofgreenhousegasemissionsintotheatmospherecomparedtootherbenchmarkvarietiesunderthesameconditionsasModì®.(reportavailableonmodiapple.eu)
THEANSWERTOTHEECO-FRIENDLYCONSUMERNEEDSModì®lovesnatureandhelpsuscreateabetterfuture
Anenvironmentally-friendlySavoir-Faire
CIVG198*/MODI® PROJECT START UP Experience, dedication and professionalism: international specialists in theproduction and marketing of apples have given life to a project that promotes theprinciples of innovation and quality that have been the hallmark of Modì® since itwas first created.
In 2007 Modì® International Project began in Italy with the establishment of theModì Europa Consortium made up of the greatest European specialists in appleproduction and processing, working together to guarantees a fruit with an highand constant quality standard and promote the Modì® apple brand.
• A.F.E / SALVI UNACOA• AGRINTESA / ALEGRA• APOFRUIT ITALIA• C.I.C.O. / MAZZONI
• PATFRUT / NATURITALIA• FUTURA / F.LLI CLEMENTI & VOG Terlan
AUTHORIZED DISTRIBUTORS
Partners
DomesticorExportClients
ModìLicenseeguarantees• QualityStandard• Commercialplanning• Marketingpolicyand
Coordination• Promotionalactivitiesto
enhancetheproduct
GROWERS GROWERS
ProjectPhilosophy
LICENSEE
GROWERSGROWERS
GROWERS GROWERS
«International Marketing Cooperation & Coordination Agreement»
CIVG198*/MODI® INTERNATIONAL SYSTEM
The international Modì® System promotes coordinated developmentstrategies in the production, marketing and promotion of Modì® on aglobal level; thanks to the constant technical support producers areoffered and to the planning of innovative marketing actions tailor-designedfor each target market.The creation of positive dynamics of responsible and sustainableeconomic growth plays a fundamental role in the internationaldevelopment policies of Modì®.
Modì®appleInternationalPartnersOverview
“Modì®InternationalMarketingCooperation&CoordinationAgreement”
Modì®IMCCAOBJECTØINSTITUTIONALMODI’BRANDENHANCEMENT;
ØPARTNERSCOORDINATIONandCOOPERATIONONSALES,MARKETINGandTECHNICALAREAS;
ØMAINPRODUCTION/SALESDATASHARING.
YEAR
Modì Europa EUROPEAN UNION 2007
Modì Serbia - Delta agrar SERBIA, MONTENEGRO, BOSNIA ED ERZEGOVINA, 2011
Modì Russia - Sad Gigant RUSSIA 2011-2016
Modì Turchia - Ozler Tarim TURKEY 2010
Modì USA FarmingtonFresh U.S.A. 2014
Modì Australia FreshMax AUSTRALIA 2014
Modì New Zealand-FreshMax N.Z. NEW ZEALAND 2016
Modì Cile-Dole Chile CHILE – LATIN AMERICA 2016
Modì Uruguay - Frutec URUGUAY 2014
CIVG198* / Modi® LICENSEE
787847
925
820
24.039
25.164
26.303 26.687
22.50023.00023.50024.00024.50025.00025.50026.00026.50027.000
400
500
600
700
800
900
1.000
2014 2015 2016 E2017
TOTALCIV198*/Modi®WORLDWIDEPRODUCTION
ha tons NB: on 2017 Russia 136 ha OUT OF PRODUCTION
NORTHERNHEMISPHERE
COMPANYLOCATION Italy,Serbia,Turkey,USA
PRODUCTIONAREAS Flatareas– Mountainregion
MAINEXPORTMARKETSCentral/NorthEurope,RussiaMiddleEast,FarEast
CIVG198*HECTARESPLANTED31.12.2014 around700ha
31.12.201531.12.201631.12.2017EST
around745haaround810haaround700ha(NB:withoutRussia)
CIVG198*HARVESTMONTH September
Civg198*2014PRODUCTIONCivg198*2015PRODUCTION
around24.000tonsaround25.000tons
Civg198*2016PRODUCTIONCivg198*EST.2017PRODUCTION
around26.000tonsaround25.000tons(NB:withoutRussia)
701745 811 690
23.989
24.95225.722
25.000
22.000
23.000
24.000
25.000
26.000
27.000
28.000
29.000
30.000
300
500
700
900
2014 2015 2016 E2017
NORTHEMISPH.CIV198*/Modi®PRODUCTION
ha tons Lineare(tons)
COMPANYLOCATION Australia,NewZealand,Chile,Uruguay,
PRODUCTIONAREAS Flatareas– Mountainregion
MAINEXPORTMARKETS Australia,LatinAmerica,MiddleEast,FarEast,NorthernEurope
CIVG198*HECTARESPLANTED31.12.2014 87ha
31.12.201531.12.201631.12.2017EST
103ha113ha130ha
CIVG198*HARVESTMONTH March
Civg198*2014PRODUCTIONCivg198*2015PRODUCTION
50tons212tons
Civg198*2016PRODUCTIONCivg198*EST.2017PRODUCTION
581tons1.687tons
SOUTHERNHEMISPHERE
87
103113
130
50212
581
1.687
-500
0
500
1.000
1.500
2.000
0
20
40
60
80
100
120
140
2014 2015 2016 E2017
SOUTHEMISPH.CIV198*/Modi®PRODUCTION
ha tons Lineare(tons)
400
80
0
121
89
88
3
40
0 50 100 150 200 250 300 350 400 450 500
ModìEuropa
Serbia-Deltaagrar
Russia-SadGigant
Turchia-OzlerTarim
USAFarmingtonFresh
AustraliaFreshMax
NewZealand-FreshMaxN.Z.
Cile-DoleChile
2014-E2017CIVG198*PRODUCTIONAREA/COUNTRYHA
E2017 2016 2015 2014
0
2.000
4.000
6.000
8.000
10.000
12.000
14.000
16.000
18.00015.000
4.000
0
5.500
5001.371
16 300
2014-E2017CIVG198*PRODUCTIONAREA/COUNTRYTons
2014 2015 2016 E2017
CIVG198*/MODI® INTERNATIONAL SYSTEM
Modì®appleInternationalMILESTONES
v BrandIdentityv Modi®Corporatewebsitev Modì®SocialMediaManualv Packaging– Labelling-Stickers
v InternationalExhibition/Fairs/EventsParticipation
v YearlyMeetinginBerlinFruitlogisticaExhibitionv YearlyWorldwideTechnicalMeetingv InternationalVideo-CallConference
ThePackagingModì®’spackagingpreservestheexcellentqualityofthefruitandguaranteesthehighestvisibilityatthePOS(pointofsale):
StandardPackaging1-2layercarton40/601layercarton30/501layercarton25/40Fruitbaskets4/6/8Plasticbags1,5/2kgTraypack/bushel18kg
20www.modiapple.com
ChristmasPackaging1layercarton25/40Fruitbaskets4/6/8Plasticbags1,5/2kg
Stickers- LabelsModì®’sstickers/labelsguaranteethehighestvisibilityatthePOS(pointofsale):
21www.modiapple.com
Promo-CommunicationActivitiesModì® Promotion Plan is characterized by different kind of actions, off andon line, planned in an integrated and coordinated way along the commercialcampaign.
24www.modiapple.com
in-storepromotion,tradeincentives,customer-careactionsandcreativePrinitiatives.
2016/2017Modì®AdvertisingINFOINRUSSIA
NB : Modi® apple RUSSIAN MARKET ADVERTISING by DELTA AGRAR/RSon 2016/2017 CAMPAIGN.
«COMMON» MARKET
CIVG198*/MODI® INTERNATIONAL STRATEGY: WHAT’S NEXT ?
1. CURRENT INTERNATIONAL LICENSEES «CONSOLIDATION»NORTHERN & SOUTHERN EMISPHERE
2. «FAR EAST MARKET» DEVELOPMENT focus on :
2017-2020 INDIA MARKET2020-2022 CHINA MARKET (*)(*) = «Advanced Production Test» now in progress.
2020-2022LOCALPRODUCTION&COMMERCIALIZATIONLICENSEE
27th-28th April 2017Mumbai
Civg198*/Modì®apple:“IndianMarketOpportunities”
by Dario Mauro Lezziero - Modi Europa Marketing Director
CIVG198*/MODI® INTERNATIONAL STRATEGY
«KEY-FACTORS» TO PLAN PROPERLY TIME TO MARKET & EFFECTIVE PROJECT PERFORMANCE
üCOUNTRY IDENTITYüLICENSING PARTNERüDISTRIBUTION STRATEGY üTRADE üEND CONSUMER
ModiEuropaSalesPerformance
Volume %
EUROPA SLIGHTLYMORETHAN90%OFTHETOTALSALESOUTPUT MKTfocusing
NORTHERN AFRICA AROUND2-3%OFTHETOTALSALESOUTPUT +MIDDLE EAST AROUND3-5%OFTHETOTALSALESOUTPUT ++FAR EAST AROUND3-5%OFTHETOTALSALESOUTPUT ++INDIA AROUND150-200TONSYEARLY +++
Civg198*/Modì®apple:“IndianMarketOpportunities”
STRENGHTS WEAKNESSES
- MODIciv(R)BRAND - "GLOCAL"COORDINATION- PRODUCTFEATURES (i.e.:MARKETING,CUSTOMERCARE,etc.)- NORTH-SOUTHEMISPHERESUPPLYING - INFRASTRUCTUREQUALITY
(i.e.LOGISTIC,STORAGE,etc.)
- POTENTIALMARKETSIZE - NUMBEROFINDIANIMPORTERS(i.e.:GDP,RISINGAFFORDABILITY&INCREASEINFOODSPEND) - WORLDWIDEAPPLECLUBCOMPETITORS
- TRADITIONALCHANNEL&MODERNRETAIL- RELIABLEINDIANPARTNERS
OPPORTUNITIES THREATS
Civg198*/Modì®apple:“IndianMarketOpportunities”
STRATEGY APPROACH TO INDIAN MARKET
2017-2020
STEPILOCALDISTRIBUTIONPARTNERS
STEPIILOCALPRODUCTION&COMMERCIALIZATIONLICENSEE
INDIANMODERNRETAIL2017ca.7%withCAGR+20%INTHENEXT3YEARS(i.e.:RELIANCERETAIL,FUTURERETAILLTD,VMARTRETAILLTD,etc.)
TRADITIONALCHANNELDISTRIBUTION
NORTH
SOUTH
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