Untitled - CBS Observer
Untitled - CBS Observer
Untitled - CBS Observer
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
Appendix C:<br />
Organizational overview and production facilities for Toms Confectionery Group<br />
CFO<br />
Anders Hagh<br />
EVP Supply Chain<br />
Gert B. Petersen<br />
VP Human Resources<br />
Pia Fabricius<br />
VP Marketing<br />
Lars Christensen<br />
CEO<br />
Jesper Møller<br />
Sales Director Denmark & Border<br />
Søren Bentsen<br />
Appendix D:<br />
Brand portfolio for Toms Confectionery Group<br />
VP International Sales<br />
Annemette V. Thomsen<br />
HQ in Ballerup (Denmark)<br />
Size: 55,000 sqm.<br />
Output: 15,000 tons<br />
of chocolate/year<br />
Employees: 540 (270 of which<br />
are administrative personnel)<br />
Helseholmen (Denmark)<br />
Size: 21,000 sqm.<br />
Output: 11,000 tons<br />
sugar confectionery/year<br />
Employees: 133 (11 of which<br />
are administrative personnel)<br />
Bremen (Germany)<br />
Size: 10,800 sqm.<br />
Output: 3,000 tons<br />
chocolate/year<br />
Employees: 415 (127 of which<br />
are administrative personnel)<br />
Brand Dates back to Target Tag-line Positioning Competitors Current retail channels Distribution Characteristics Iconic products<br />
A XOCO by Anthon Berg 2008 Connoisseurs<br />
Anthon Berg 1884 Grown-up chocolate lovers<br />
Hachez 1890 Grown-up chocolate lovers<br />
”Danish chocolate<br />
gastronomy” Ultra-premium<br />
Simply Chocolate,<br />
Summerbird, Peter Beier<br />
"You can never be too<br />
generous" Mass-premium Lindt, Ferrero Rocher<br />
"Bremer Chocolade<br />
Manufaktur seit 1890" Mass-premium<br />
Feodora 1910 Grown-up chocolate lovers "Tradition seit 1910" Mass-premium<br />
Toms Ekstra 2010 Women +30 years of age "Produced in Denmark" Mass-premium<br />
Toms 1924 Families None Mass<br />
Lindt, Rausch,<br />
Niederegger, Heilemann<br />
Lindt, Rausch,<br />
Niederegger, Heilemann<br />
Lindt, Marabou Premium<br />
(from Mondelez Int.)<br />
Mondelez Int., Nestlé,<br />
Mars<br />
Galle & Jessen 1872 Families None Mass Carletti, Private label<br />
Own stores, Specialty stores, B2B,<br />
Webshop Denmark<br />
Hypermarkets, Supermarkets, Discounters,<br />
Convenience, Department Stores<br />
Uncompromizing quality, hand-made,<br />
chocolate gastronomy Dragées and pralines<br />
Denmark &<br />
International By appointment to the Royal Danish Court<br />
Leszno (Poland)<br />
Size: 10,000 sqm.<br />
Output: 3,000 tons<br />
of chocolate is packed/year<br />
Employees: 210 (10 of which<br />
are administrative personnel)<br />
Habo (Sweden)<br />
Size: 6,000 sqm.<br />
Output: 4,600 tons<br />
sugar confectionery/year<br />
Employees: 40 (10 of which<br />
are administrative personnel)<br />
Marzipan Bar, The Golden Box, Liquor-filled<br />
bottles<br />
Hypermarkets, Supermarkets, Discounters,<br />
Convenience, Department Stores, Webshop Germany Rational brand, quality, fine cocoa beans Brown leaves of chocolate<br />
Hypermarkets, Supermarkets, Discounters,<br />
Convenience, Department Stores, Webshop Germany Emotional brand, harmony and enjoyment Superior miniature bars<br />
Hypermarkets, Supermarkets, Discounters,<br />
Convenience, Department Stores Denmark<br />
Use of the Tray 10 fermentation process that<br />
ensures its extraordinary taste profile Dark Chocolate 70%<br />
Hypermarkets, Supermarkets, Discounters,<br />
Convenience Denmark Historic chocolate and original products Chocolate Turtle, Gold Bar, Golden Toffee<br />
Hypermarkets, Supermarkets, Discounters,<br />
Convenience Denmark By appointment to the Royal Danish Court Chocolate slices in milk and dark chocolate<br />
26 <strong>CBS</strong> CASE COMPETITION 2013<br />
27
Change language