coffee food & beverages - Atlantic Grupa
coffee food & beverages - Atlantic Grupa
coffee food & beverages - Atlantic Grupa
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<strong>food</strong> &<br />
<strong>beverages</strong><br />
<strong>coffee</strong>
16|17<br />
<strong>coffee</strong><br />
<strong>coffee</strong> sales<br />
by countries<br />
region wakes up<br />
with us<br />
content<br />
CRO 3%<br />
MKD 7%<br />
BIH 10%<br />
SLO 25%<br />
OTHER 1%<br />
Grand Kafa<br />
Bonito<br />
co�ee sales by countries<br />
Barcaffé<br />
SER 54%<br />
<strong>coffee</strong> sales<br />
by categories<br />
ESPRESSO<br />
5%<br />
INSTANT<br />
3%<br />
TURKISH<br />
92%<br />
co�ee sales by countries<br />
co�ee sales by categories<br />
SOURCE: INTERNAL AG DATA
AG <strong>coffee</strong> brands compete in turkish, instant and espresso <strong>coffee</strong> segments and have impressive<br />
market leading positions in the Adria region. Key business strenghts, such as a strong brand<br />
portfolio, product and regional know-how, flexible business operations, as well as the high quality<br />
product portfolio clearly support AG objectives.<br />
Barcaffé dominates the Slovenian market as one of the strongest FMCG brands and the most<br />
trusted <strong>coffee</strong> brand. Over 40 years of tradition, quality, recognizable flavour and aroma are its<br />
basic characteristics. The positive image of Barcaffé Coffee2Go in Slovenia helps <strong>coffee</strong> portfolio<br />
to gain a sustainable market position in new consumer segment.<br />
Grand kafa has developed its “grand authority” image, and focuses on the Serbian, Bosnian<br />
and Macedonian market, where it is a market leader in turkish <strong>coffee</strong> segment.<br />
Bonito is the youngest brand in the <strong>coffee</strong> portfolio with its smart-buy brand positioning.<br />
In <strong>Atlantic</strong> <strong>Grupa</strong> turnover <strong>coffee</strong> represent<br />
21% of total turnover.<br />
<strong>coffee</strong><br />
23.792<br />
<strong>coffee</strong> brand tonnes in 2011
volume sales<br />
Grand kafa<br />
in tonnes<br />
18|19<br />
15.765<br />
2006<br />
15.646<br />
2007<br />
15.661<br />
2008<br />
14.802<br />
2009<br />
14.092<br />
2010<br />
13.200<br />
2011<br />
the aroma and the taste<br />
history<br />
co�ee sales by countries<br />
value sales<br />
2011 by countries<br />
co�ee sales by categories<br />
OTHER 1%<br />
MKD 6%<br />
BIH 14%<br />
SRB 79%<br />
co�ee sales by countries<br />
It all began at the end of 1997, in the years remembered by small home <strong>coffee</strong> roasting<br />
businesses and suspicious quality blends, when Slobodan Vučićević founded Grand kafa,<br />
aspiring to create a domestic <strong>coffee</strong> brand of the finest quality. Within only a few years,<br />
due to its constant high quality and originality, Grand kafa gained trust of millions of<br />
<strong>coffee</strong> lovers. Ever since the launching, Grand kafa has been dominant in the domestic<br />
co�ee sales by categories<br />
<strong>coffee</strong> market. Logical further development of a brand, as successful as Grand kafa, was<br />
to expand to yet unexploited markets. In April 2004, a <strong>coffee</strong> factory was opened in Bosnia<br />
and Herzegovina to satisfy the demands of this market. Grand kafa confirmed its regional<br />
ambitions by opening a <strong>coffee</strong> factory and commencing a <strong>coffee</strong> production business<br />
in Macedonia. 2005 was the year of strategic decisions. Grand kafa signed strategic<br />
partnership agreement with the Slovenian Droga Kolinska.<br />
value sales<br />
2011 by subcategories<br />
grand kafa by countries<br />
INSTANT<br />
3%<br />
R&G<br />
DE LUXE<br />
3%<br />
AROMA<br />
20%<br />
GRAND KAFA<br />
77%<br />
value sales<br />
2011 by subbrands<br />
barcafe by categories<br />
barcafe b<br />
barcafe b<br />
grand kafa by countries grand 97% kafa by categoriesbarcafe by categories barcafe b<br />
SOURCE: INTERNAL AG DATA
portfolio<br />
www.grandkafa.rs<br />
Grand Kafa Gold is an original blend of selected <strong>coffee</strong> beans made according to special recipe and<br />
designed for the ones who enjoy the traditional flavour of home-made, strong turkish <strong>coffee</strong> with rich foam.<br />
Grand Aroma is an exclusive blend of premium quality roasted and ground <strong>coffee</strong> made of variety<br />
of carefully selected <strong>coffee</strong> beans grown on the plantations in India and Middle and South America.<br />
Grand Aroma Balans is pleasant to the stomach with its special balanced recipe with a greater proportion<br />
of Arabic <strong>coffee</strong> that retains full and rich flavour giving <strong>coffee</strong> strenght and sense of lightness at the<br />
same time.<br />
De Luxe blend is made from carefully selected Arabica <strong>coffee</strong> beans grown in the best Brazilian <strong>coffee</strong><br />
plantations. The entire <strong>coffee</strong> manufacturing process, from selecting and blending the <strong>coffee</strong> beans to<br />
special grinding technology, is performed under the top expert team supervision. Noble characteristics<br />
of this <strong>coffee</strong> blend are best shown if the <strong>coffee</strong> is tasted slowly, without haste.<br />
<strong>coffee</strong>
volume share<br />
20|21<br />
Grand kafa<br />
turkish <strong>coffee</strong><br />
white cup<br />
SOURCE: ACNIELSEN RETAIL PANEL, 2011<br />
Serbia<br />
34,0% Grand kafa<br />
20,6% Comp 1<br />
14,0% Comp 2<br />
31,4% Other<br />
8,1% Grand kafa<br />
55,9% Comp 1<br />
19,3% Comp 2<br />
16,7% Other<br />
turska barcafe<br />
hrvatska<br />
turska grand<br />
Bosnia and Herzegovina<br />
bosna<br />
18,7% Grand kafa<br />
turska grand<br />
srbija<br />
13,0% Comp 1<br />
11,9% Comp 2<br />
56,4% Other<br />
turska barcafe<br />
slovenija<br />
15 years brand No1 in Serbia<br />
barcafe<br />
slovenija<br />
grand<br />
bosna<br />
turska bonito<br />
srbija<br />
grand<br />
srbija<br />
turska barcafee<br />
srbija<br />
grand<br />
makedonija<br />
turska grand<br />
makedonija<br />
turska barcafe<br />
Macedonia<br />
hrvatska<br />
22,8% Grand kafa<br />
turska grand<br />
bosna<br />
16,9% Comp 1<br />
16,8% Comp 2<br />
43,5% Other<br />
turska grand<br />
srbija<br />
turska bonito<br />
srbija<br />
turska barcafee<br />
srbija<br />
tu<br />
sr<br />
tu<br />
sr<br />
tu<br />
m
volume sales<br />
history<br />
in tonnes<br />
2008 2.700<br />
real <strong>coffee</strong><br />
2.750<br />
2009<br />
2.505<br />
2010<br />
3.053<br />
2011<br />
SOURCE: INTERNAL AG DATA<br />
Bonito turkish <strong>coffee</strong> was first launched on the Serbian market in the beginnings of the<br />
21th century by a company Mlin Produkt. In 2005, Grand Prom bought the Bonito brand<br />
to widen its <strong>coffee</strong> portfolio in economy segment. Untill 2011 Bonito portfolio consists of<br />
Turkish <strong>coffee</strong>, packed in different packaging sizes, which have been recently redesigned.<br />
Bonito dark roasted <strong>coffee</strong> was launched 2011. It is intended for <strong>coffee</strong> lovers who like<br />
strong black <strong>coffee</strong> taste. Through the process of dark roasting and special fineness of<br />
grinding, the <strong>coffee</strong> gets its recognizable strong taste and an unforgettable intense aroma<br />
that will awaken all senses.<br />
volume share<br />
turkish <strong>coffee</strong><br />
Serbia<br />
11,1% Bonito<br />
34,0% Comp 1<br />
20,4% Comp 2<br />
45,4% Other<br />
SOURCE: ACNIELSEN RETAIL PANEL, 2011<br />
turska barcafe<br />
slovenija<br />
turska barcafe<br />
hrvatska<br />
turska grand<br />
bosna<br />
turska grand<br />
srbija<br />
turska bonito<br />
srbija<br />
turska barcafee<br />
<strong>coffee</strong><br />
Bonito<br />
portfolio
awards<br />
volume sales<br />
Barcaffé<br />
in tonnes<br />
22|23<br />
TRUSTED BRAND<br />
• 2007, 2008, 2009, 2010 and 2011. And special<br />
award for 5 consecutive years of being Trusted brand in 2011<br />
NETKO<br />
• 2010 (award for the best business and administrative<br />
web site in Slovenia: category: Products and brands)<br />
GOLD MEDAL<br />
• on International Coffee Tastings 2010 for Barcaffé Prestige<br />
GOLD MEDAL<br />
• on International Coffee Tastings 2010 for Barcaffé Filter<br />
2006 4.245<br />
co�ee sales by categories<br />
grand kafa by countries<br />
4.443<br />
2007<br />
4.619<br />
2008<br />
4.707<br />
2009<br />
5.074<br />
2010<br />
5.252<br />
2011<br />
history<br />
grand kafa by categories barcafe by categories<br />
SOURCE: INTERNAL AG DATA<br />
value sales<br />
2011 by subcategories<br />
for a beautiful day<br />
INSTANT<br />
3%<br />
ESPRESSO<br />
15%<br />
TURKISH<br />
82%<br />
In 1956, the first machine for roasting <strong>coffee</strong> was bought in Droga Food Company. In the beginning,<br />
roasted <strong>coffee</strong> was packed in 100g cans, later in cellophane bags and paper and finally in threelayered<br />
laminated foil, that allowed a prolonged <strong>coffee</strong> shelf life. And only then, on 8 May 1970, a<br />
new <strong>coffee</strong> blend named Barcaffé was born. Barcaffé has immediately provoked a lot of consumer<br />
barcafe by categories<br />
attention, due to the magenta coloured bag and a different and likeable taste. Barcaffé’s quality<br />
was praised with several awards and medals. From the basic 100g Barcaffé, other sister products<br />
were developed. Nevertheless, none of them has outshined the glory of 100g Barcaffé, which has<br />
remained special and the best-selling product through all 40 years of its existence. In 1991, vaacum<br />
packaging was introduced, with even better characteristics of conserving fresh <strong>coffee</strong> aroma for a<br />
longer period of time. In 1996, Barcaffé entered the HoReCa segment, four years later in instant<br />
<strong>coffee</strong> segment.<br />
The year 2001 was marked with the first Barcaffé redesign. In 2002 a premium <strong>coffee</strong> blend for<br />
HoReCa was launched under the Barcaffé Prestige sub-brand. First Barcaffé cappuccino product was<br />
launched in 2004 and since then the white cup segment is the most innovative in the Barcaffé family.<br />
barcafe by categories
portfolio<br />
www.barcaffe.com<br />
Barcaffé Classic Slovenian consumers still prefer waking up with the aroma of turkish <strong>coffee</strong>. Top-quality <strong>coffee</strong> from all around the world give Barcaffé<br />
Classic its rich aroma and a recognizable taste.<br />
Barcaffé Espresso slightly coarser ground <strong>coffee</strong> blend, suitable for the preparation with espresso <strong>coffee</strong> machine or moka-”kafetjera.” It is prepared from<br />
carefully selected high-quality <strong>coffee</strong>s.<br />
Barcaffé Dekofe - you can also enjoy the uplifting experience of the real <strong>coffee</strong> without caffeine, that is removed without any harmful chemical additives,<br />
using only carbon dioxide, which does not remain in the <strong>coffee</strong>.<br />
Barcaffé Filter - coarsely ground <strong>coffee</strong> blend, suitable for preparing with a filter <strong>coffee</strong> maker. Prepared exclusively from carefully selected Arabica highland<br />
<strong>coffee</strong> types, which give it a rich taste and aroma.<br />
Barcaffé Cappuccino - a classic Barcaffé flavour beautifies your day in a few moments. Mix it whenever and wherever you want, choose between classic,<br />
vanilla, chocolate, caramel or choco orange flavours.<br />
Barcaffé Slim & Fit contains Q10 and L-carnitine, which are key components in the process of fat burning and energy producing.<br />
Barcaffé Freeze - it goes when it’s hot and when not. Whenever you wish an ice <strong>coffee</strong> refreshment, all you need is a Barcaffé Freeze stick and a cup of cold water.<br />
In addition to the existing taste Barcaffé Freeze you can try also the Coco Freeze - delicious ice <strong>coffee</strong> with the taste of coconut.<br />
Barcaffé Bio is a blend of ground roasted <strong>coffee</strong> produced by using ecological processing techniques. The seal of certification on the product ensures that<br />
Barcaffé Bio is a high-quality <strong>food</strong> product created in harmony with nature. Ecological processing implies the responsible use of natural resources; it improves<br />
life in the soil and preserves the natural fertility of the soil and the quality of the water.<br />
Barcaffé Selection-Superior <strong>coffee</strong> blend is prepared exclusively from the highest quality Arabica <strong>coffee</strong> beans varieties, which are the world’s most prized<br />
<strong>coffee</strong> beans.<br />
<strong>coffee</strong>
volume share<br />
24|25<br />
Barcaffé<br />
TURSKA KAVA<br />
Slovenia<br />
BLACK CUP<br />
65,4% Barcaffé<br />
10,0% Comp 1<br />
turkish <strong>coffee</strong><br />
4,5% Comp 2<br />
WHITE CUP<br />
7,0% Barcaffé<br />
40,6% Comp 1<br />
black cup<br />
white cup<br />
SOURCE: ACNIELSEN RETAIL PANEL, 2011<br />
20,1% Other<br />
14,2% Comp 2<br />
38,2% Other<br />
13,2% Barcaffé<br />
36,1% Comp 1<br />
12,6% Comp 2<br />
38,1% Other<br />
over 40 years No1 in Slovenia<br />
turska barcafe<br />
slovenija<br />
turska barcafe<br />
hrvatska<br />
barcafe<br />
slovenija<br />
turska grand<br />
bosna<br />
grand<br />
bosna barcafe<br />
slovenija<br />
turska grand<br />
srbija<br />
grand<br />
srbija
Catering to HoReCa segment<br />
and On-the-go<br />
“Take-away” Barcaffé Espresso Drinks<br />
a convenient option for people on the run,<br />
who still want to enjoy a good cup of <strong>coffee</strong>.<br />
Available in Barcaffé On-the-go corners and<br />
Petrol Stations in Slovenia and Croatia.<br />
In 2010, the Barcaffé espresso training centre<br />
was opened, a new service for existing and potential<br />
customers, where knowledge about <strong>coffee</strong> and espresso<br />
preparing are offered. The Barcaffé training centre<br />
is the first of this kind in Slovenia, and therefore an<br />
important element in brand management quality, and<br />
a completely new approach in manufacturer-customersstaff<br />
relationships and cooperation.<br />
Barcaffé Training Centre, where clients and potential<br />
buyers are advised and educated about <strong>coffee</strong> and<br />
espresso represents a central point of regional Horeca<br />
activities.<br />
Products Barcaffé Prestige and Bar are designed for the<br />
most demanding consumers of espresso <strong>coffee</strong> - bars,<br />
restaurants and others that use espresso machines.<br />
<strong>coffee</strong><br />
Barcaffé