Download - Asia Emulsion Brand Portfoliodoclibrary.com/MFR2808/DOC/SHIRLEYLU-AsiaEmulsi… · · 2011-05-19Corporate Brand Other Individual Brand Product Brand Asia Emulsion Brand Portfolio

Asia Emulsion

Brand Portfolio

August 18, 2010

Presented by: Shirley Lu

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


• 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


• 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


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


• 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


• Overrun: +210%

• Acid tolerance

• Decorating

concepts/skills

and cake

consumption

programs

95

Presto

Value

Pride

(Value

Star)

Mainstream to low end


• Non-dairy • Light vanilla flavor


• Overrun: +330%

55-80

(Presto)

Pacific

Pride





• Overrun: +330%

55

Presto

Lingyou





• Overrun: +330%

• Pre-whipped 50

Brand Portfolio – Bakery Filling

Brand

Target

Customer &

Application

Source of


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


• Overrun: +350%

• Acid tolerance

• New flavors

• Pre-whipped

• Applications and

consumption

programs

110

Brand Portfolio - Hot Kitchen

Brand

Target

Customer &

Application

Source of


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

Brand Portfolio - Garnish

BrandTarget

Customer & Application

Source of


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



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



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)

Brand Portfolio - Beverage

Brand

Target

Customer &

Application

Source of


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

Download - Asia Emulsion Brand Portfoliodoclibrary.com/MFR2808/DOC/SHIRLEYLU-AsiaEmulsi… · · 2011-05-19Corporate Brand Other Individual Brand Product Brand Asia Emulsion Brand Portfolio

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