Asia Emulsion Brand ??2011-05-19Corporate Brand Other Individual Brand Product Brand Asia Emulsion Brand Portfolio

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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

    Richs

    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

    Richs

    Gold

    Label

    High end to

    mainstream bakery

    & FS for decoration

    Up-trade from

    other Richs

    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

    RichN

    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

    Richs

    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

    Richs

    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

    NWhip

    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

    Richs

    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

    Richs

    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

    Richs

    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, caf, 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)

    Richs

    On Top

    FS (restaurant, caf, 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, caf, 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 caf, 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

    Richs FS (chain caf, 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 Sophias

    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 7C 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:

    Richs 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 Richs in

    the USA

    Key Customers 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: Richs 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

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