Normandie Camembert A taste of Normandy on your plate! 07/19/2010 - - PowerPoint PPT Presentation
Normandie Camembert A taste of Normandy on your plate! 07/19/2010 The Camembert Category The Camembert segment is loosing sales and is under performing the SRC category: + 4.1% SRC In Lb CAM - 4.3% Despite a stable ACV (66% nationally) and
07/19/2010
Despite a stable ACV (66% nationally) and increased promotions (from 6 to 30% ACV on Promo): consumers are not coming back to the product.
CAM SRC + 4.1%
In Lb
*Nielsen latest 52 weeks ending May 15th 2010
12 months trend YTD
In Lb
*Nielsen latest 52 weeks ending May 15th 2010
With 36% of market share, Président leads this segment, but is under performing the category: declining – 9.8% vs.category at – 4.3%. This is confirmed, with a YTD at –16%. Price is not the issue as Brie and Camembert 8oz are sold at same RSP.
Président Camembert Président Brie
In their own words*, our Ile de France Foodie target is in search for:
meals around the world.
cook for entertaining.
Europe when I lived there and are now making their way to the States.
*Mintel, Nov. 2008 & Nov. 2009, US Consumer Report
experience,
Ile de France Camembert is crafted in Normandie, from local Rbst free pasteurized cow milk. It reintroduces under its artisan-looking ivory rind, the wonderful flavor of traditional farmhouse French Camembert. It has an aromatic bouquet with mushrooms and nutty undertones.
fields of Normandie, known for its temperate climate and rich soil.
the area, controlled and certified. Each farm signed “A good Practice agreement” to only provide best quality milk.
the cows.
Camembert is making its own cream, and using it the same day!
Item #: 012041-001 NO Pack Size change: 6/7.7 oz NO UPC/GTIN change NO shelf life change Date of switch: File 37 - 09/13/2010 From France ETA USA +/- Mid-October (1st shipment) Pricing: $6.85 to $7.29/unit suggested RSP
Retailers Distributors
DSD : $21.99/case N/A
Consumer Benefits 1. Fits the demand in terms of more product authenticity 2. Only premium and the freshest ingredients are used 3. A real differentiation between Brie and Camembert 4. Imported from France, we have the possibility to taste the real thing Retailer Benefits 1. A real product differentiation in the Deli case between Brie and Camembert 2. Will increase category sales and profits by repeat purchase 3. More upscale & higher quality product 4. A real Normandy Camembert, birthplace of the cheese more than 300 years ago
September October November December Internet Communication Public Relations Trade Support Internet Consumer Support
Newsletter/Coupons Website Cheese of the Month, interviews, recipes & videos Featured on our Facebook, MySpace, Twitter & Flickr pages Who wants to win a wheel of camembert? Game Press release Weekly chefs basket including a wheel of camembert in each shipment $1.00 OFF COUPONS *Detailed Program in appendices In-pack $1.00 OFF coupons in Brie and Camembert 7.7 oz pack 140 DEMOS + POS (Danglers, Case Cards) + $1.00 Coupons Tear Pads Exclusive preview: 50 bloggers to receive 1 wheel of cheese SEO keyword maximization Press Release
1. Publix 46%** 2. HT 12.5% 3. DPI 4% 4. Burris 4% 5. HEB 3.5% 6. AHOLD 3% 7. Wakefern 3% 8. White Rose 2.5% 9. SYSCO Philadelphia 2% 10. World Wide Food 1.5%
**Percentage are expressed on 2010 volume through June 30th *80% of our customers are represented
Starting in September, Ile de France Cheese website, US#1 Portal for French cheeses, up to 150,000 visits per month, will promote the Normandie Camembert:
preview” and will be interviewed on the product, favor profile, cooking/ pairing suggestions (September)
(September)
will be sent to our 60,000 subscribers to present the New cheese including a $1.00 OFF coupon
(November/December)
for the Holidays: A simple question will be asked about the Camembert (extracted from featured articles) and 1 winner/day will be picked randomly among the correct responses to win a wheel of cheese! (November/December)
but also a leaflet with a $1.00 OFF coupon throughout the Holidays .