Hvad er Mona Lisa? F den Produkter indre og service kunster ud - - PowerPoint PPT Presentation

Få den indre kunster ud Hvad er Mona Lisa? Hvordan inspirer vi?

Hvorfor er det ekstraordinær vigtigt?

Cocoa Horizons Produkter

• g service

Hvordan støtter vi udvalget? Sortiment

Vi giver kokke mulighed for at lave ekstraordinære og unikke kreationer i forhold til konkurrenterne. Mona Lisa tilbyder en innovativ værktøjskasse med farver, forme, samge og tekstur. Vi bringer ideer og løsninger til kreativiteten. Vores produktportefølje går ud over det sædvanlige

• g har til formål at få vore kunders

forretning til at vokse.

Til kunsteren I hver kok

Gør det ekstraordinært

En værktøjskasse med farver, forme, smage og tekstur

En værktøjskasse af dekorationer til at skabe ekstraordinære kreationer fuld af fantasi

*Ipsos markedsundersøgelse, 2016 – FR/UK study

Øg salget med 64 % og dobbeltkøb (mod regelmæssig donut)

vs .

Optimal pris 1,10 eur Optimal pris 2 eur

Hvordan inspirer vi?

Kreationer baseret på madtrends Farver, forme, smage

• g tekstur

Chef training Hjemmeside og content (sept’17) Træning Katalog

Lille ordremængde (MOQ= 1 yrdre boks) & og nyt emballage design

Service, distribution og fleksibilitet

Produkt krav & FIC mærkning 233 blockbuster produkter tilgængelig på lager @ EDC

Ekstraordinære deltaljer starter ved kilden med et bæredygtigt program

At skifte sine daglige kreationer til ekstraordinære lækkerier kan starte en lille kreativ ide: Tilsætningen af den nøje udvalgte chokoladedekorationer. Med Mona Lisa kan dine små handlinger gøre en stor forskel. Siden vores historie startede ved kilden, støtter vi kakaobønderne som giver os deres bedste bønner.

Farve Smage og tekstur Forme

X8 X20 X3 X6 X4 X10 X21 X7 X24 X8 X3 X13 X12

Håndværk

X5 X4 X4

Cups Pencils, chocolattos and candles Spheres Truffle shells Classic deco Open deco Fruits Marcipan Metallic powders Transfer sheets Power Flowers NA Blossoms

X3

Shavings Tagliatelli Chocolate grids 3D deco

X4

Buttercurly

X3

Structure sheets Guitar sheet Chococool

Overblik over værktøjskasse

Mona Lisa’s top 10 produkter

1 Rectangle cups 2 Dark assortment cups

3 Marbled pastel cups 4 Chocolate grids 5 Tagliatelli 6 Power Flowers 7 Marzipan crunch 8 Chocolate spheres 9 Red and gold wands 10 Creamy pencils

May- Mona Lisa på lager

360° Marketing activities

Feb- Marketing & Salgs

værktøjskasse Sept - Content, videoer og applikationer Sept- Hjemmeside Sept- Sociale medier Sept- PR

Sept- Events

Sept- Træning og udvikling Feb- Katalog

Hvordan støtter vi Mona Lisa?

Background slides

Top Objections

Your products are the same as brand X, why should I change?’ We offer Inspiration on trends and market insights – innovations and new application ideas,. We manufacture our own chocolate and decorations , so you can combine chocolate and specialist decoration orders into one. .We offer not only competitive prices but also full technical support Are chocolate range is sustainability via the Cocoa Horizons foundation. Brand ‘X’ already supplies me with a lot of marketing support, why should I change? We inspire by providing trends and application ideas by working with a trend agency specialising in foresights, keep a real pulse on what happening in the mind of

• consumers. Our international chef network give us insight not only into local but also global trends. We can provide technical support and trainings via our academies.

Why should I expand my range of decorations? Chefs are not only looking for ready-made but also decorations that allow them to be more creative and tailor–make their ideas. Mona Lisa offers just that, ready made traditional decorations but also creative tools.

What is the difference between Mona Lisa and Callebaut decoration? Callebaut decorations are made with Belgium chocolate, and is focused offer delivering the great belgium chocolate taste through sprinkles, flakes, Crispearls and some decoration items. Mona Lisa is a global specialist decoration brand so offers not only chocolate sprinkles, also but color, shape and taste concepts other than chocolate & complementary to other chocolate business. Mona Lisa strives to be a trendsetter in decoration with innovative and distinctive decos create by chefs and artist collaboration. Why create a new brand? Especially when I’m a Callebaut distributer? Mona Lisa decoration range is larger compared to Callebaut, and it complements Callebaut by offering different creative decorations and ideas. How do we innovate? Our innovation starts with consumer or customer insights , R&D then develops these insights into new products. Due to our in house decoration technologies & cocoa expertise Mona Lisa can innovate in shape, color, texture and taste. We will collaborate with chefs and artist to enhance the creativity.

Top Objections

How do we position the brand in the market ? Mona Lisa empowers chefs and brand to create extraordinary creations. It is a global specialist brand providing a toolbox of colour, shape, taste and textures. We inspire thorugh decoding trends and driving value by promoting new applications within the different segments & target groups. Is there a place for a new global brand in the market? Yes, we will be the first truely global decoration focused on creativity and innovative portfolio supported by worldwide Barry Callebaut community. Do we offer private label products to our customer? Yes we offer private label in decoration although the primary focus is to sell are own brand where as we can provide customer marketing support and promotional activities. Do we pay a premium on sustainability? Yes there is a premium per MT of cocoa solids and it is lower than the other known certification systems. There are, for example, no costs related to membership fees, chain of custody audits, transaction costs, etc.

Top Objections

What is the ideal product mix offer? The product mix should be defined based on segments: BAPA, foodservice, icream or Horeca. Mona Lisa has products and applications that covers all these segments. Is Mona Lisa more expensive vs the competition? Mona Lisa is competitively priced versus competition. More importantly we offer flexibiliy and availability to our customers . We have a MTS range of over 230 products that are on stock, in small packaging and can be ordered in combination with other brands. We strive to drive value to our customers in service but also in inspiration : regular new innovative products , customer trainings, co-creation days , trends foresights, market segment insights. Our goal is to help our customers develop new applications and grow thier business. Why do have multi-brand approach? Can we not put all decorations under 1 brand? The decoration market is driven by innovation in chocolate but alse color, taste , shape in different product categories. It also a seasonal

• business. To be a trendsetter in decoration we need a specialist brand with dedicated ressources to response to this market dynamic.

Top Objections

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