The success story behind the dimples 1
Discover the granini experience – best quality and great taste from Europe, inspiring people all over the world for more than 50 years. Embrace true fruitiness and savour the moment with granini. Made from selected and sun ripened fruits, coming from regions with the best fruit growing conditions, for the real fruit lovers out there! Get in touch with granini and its iconic bottle and discover this special gift from Europe. Pour yourself a glass and find out just why all those fruits love granini. 2
I granini development I Since 1965, granini is delivering the best of fruit in fruit juices, nectars and drinks to consumers. Inspired by the Italian lifestyle Heinz Schürmann, the founder of granini, brings the taste of “ la dolce vita “ to Germany. With the launch of the exceptional dimpled bottle in the late 60ies, granini created a unique trademark, which makes it unmistakable until today. In the 80ies granini entered other European markets like France, Spain or Switzerland and continued to expand until today. 3
I granini today I � distributed in more than 60 countries Europe (32) Asia (18) Romania Greece Belarus Russia Hungary Belgium Armenia Lebanon Serbia Ireland Bulgaria Azerbaijan Malaysia Slovakia Latvia Croatia China Maldives Spain Lithuania Cyprus Georgia Mongolia Sweden Luxembourg Czech Rep. Hong Kong Singapore Switzerland Macedonia Denmark India South Korea Ukraine Montenegro Estonia Iraq Taiwan Caribbean (1) United Netherlands Finland Japan UAE Kingdom Poland France Kazakhstan Vietnam Portugal Germany Guadeloupe Oceania (2) Africa (8) French Polynesia Gabon Reuninon New Caledonia Ghana Rep. of Congo Lybia Senegal Marocco South Africa Today granini is known for the best of fruit all over the world. The origin of granini is western Europe where it is the leading Premium fruit juice on the market. Since 1997 the granini business has doubled due to continuous expanding outside the continent. 4
I granini – best fruit for success I Everything we do is based on granini ’ s DNA true fruitiness We use the best parts of the best fruit from the best regions. superior taste Our intention is to be always the preferred juice. self-determined choice With its transparent iconic bottle granini presents its fantastic juices openly and candidly. stimulation of a tasty, enriching experience granini wants its intense fruit taste to trigger a sensory revelation that inspires people with the same vibrant energy that characterizes our brand .
I granini - brand essence I “ granini ’ s true fruit sensation brings you moments of true delight in daily life ” 6
I granini – quality promise I Whenever you see a product with the granini logo on it, you can be sure it has been made with all the expertise and dedication of our employees and suppliers around the world to match the highest of quality standards. You may think of each of the dimples on our iconic bottles as representing one of the many good reasons why so many people prefer granini over other brands. The 4 principles underlying the granini best fruit promise: great care for detail only the best From comprehensive product development, to Not every type of fruit makes it into granini juice, we gentle production processes until rigorous select carefully only the best varieties coming from quality testing, we make great efforts to regions with the best growing conditions. preserve all the good things in every single bottle. innovating for quality We constantly strive for innovation to ever improve responsible behaviour the quality of our products. We invest not just in Nature and people around the world provide us outstanding raw materials but also in the ideas and with the very best ingredients. Ecological efforts technology to bring out the best in them. play an important role in our company and are proved by several initiatives.
Because we ‘ re convinced that the one who tries granini, loves it
I Taste preference is the top priority for granini I • To address our brand promise and justify our premium positioning . • To ensure/ encourage repurchase and circulation within the portfolio � To generate higher market share • granini attributes + performance levels defined: to be achieved in direct Pre-defined pref. levels comparison (pref. test) Own product being... 1. Preferred ( ≥ 53% win) in Overall Preference 2. Superior ( ≥ 60% win) in Taste 3. Superior ( ≥ 60 % win) in Fruitiness 9
I granini ‘ s unique brand equities I The red cap, … … the logo … … and the unique clear bottle shape with dimples. 10
I granini – target audience I Our brand essence reflects the role granini plays in consumers ’ lives: • they love living life • like to go out and enjoy authentic quality food, especially from European origin • are open to discover unexpected things • they know drinking juice is a healthy and convenient choice for their diet • their juice needs to be as fruity and juicy as possible • they do not want to compromise on taste! 11
I granini – communication I BTL material for markets outside Europe • communicates true fruitiness & great taste in a simple and catchy message • conveys European heritage & lifestyle • expresses trust & tradition 12
I granini – sales argumentation I • granini generates a strong stand-out with its iconic bottle • granini is a specialty from Europe with a long tradition • granini is the leading Premium brand for juice and nectar in western Europe and distributed in more than 60 countries world wide • granini ’ s true fruitiness convinces consumers all over the world - the one who tries granini, loves it. • granini is strong both in retail and in the out-of-home channel, particularly in international Premium hotel chains • granini communication is clearly dedicated to the strong brand benefits 13
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