Planète Jaune N°32 English

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1 From strength to strength! Financial year 2009/2010 was a remarkable one. In an unfavourable environment, we significantly improved our results and strengthened our leadership position in France. Our operating profit rose by nearly 9%, or over 11M€ for our business within France, where Ricard sales rose by 400 000 litres, while export sales remained on target. Growth in our other priority brands was also excellent compared to last year, particularly Chivas (+10%), Jameson (+7%), Clan Campbell (+3%) and Absolut, which went from 0.9 to 1.6 million litres. We increased our market share in all categories except modern liqueurs. Of all the spirits companies in France, this makes Ricard by far the one that made the most progress. Once again, I would like to congratulate all of you, not only the entire sales network but also every company department without exception, be it at head office, in the factories or in the regions. Thanks to productivity gains, the efforts everyone has made, and solidarity between all departments, we were able to keep structural costs within the original budget whilst exceeding our objectives in terms of volume. As a logical and well-deserved result of these efforts and this performance, employees are to receive record sums under profit-sharing agreements. Excluding special contributions, this year, these sums amount to 4.4 months of gross average salary and 5.4 months’ net salary. For the first time, they exceed 6 months’ net salary for the lowest salaries within the company. So why stop there when we are doing so well? Growing sales and gaining market share with support from all company departments remains our priority for the 2010/2011 financial year. In addition, we have 3 major challenges ahead: - The launch of the new, more modern and more elegant Ricard bottle in February 2011. We will talk more about that over the coming days. - A new advertising campaign for Ricard, - And the Solid’R or "new JDE" project driven by the IT Division and that will mobilise all company departments for over a year. But the number one challenge for us all in 2010/2011 is quite simply to do even better and if possible much better than last year, so that we can make yet more progress, be even stronger, and be proud of it. With determination and enthusiasm. Philippe SAVINEL

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Planète Jaune N°32

Transcript of Planète Jaune N°32 English

Page 1: Planète Jaune N°32  English

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From strength to strength! Financial year 2009/2010 was a remarkable one. In an unfavourable environment, we significantly improved our results and strengthened our leadership position in France.

Our operating profit rose by nearly 9%, or over 11M€ for our business within France, where Ricard sales rose by 400 000 litres, while export sales remained on target. Growth in our other priority brands was

also excellent compared to last year, particularly Chivas (+10%), Jameson (+7%), Clan Campbell (+3%) and Absolut, which went from 0.9 to 1.6 million litres. We increased our market share in all categories except modern liqueurs. Of all the spirits companies in France, this makes Ricard by far the one that made the most progress. Once again, I would like to congratulate all of you, not only the entire sales network but also every company department without exception, be it at head office, in the factories or in the regions. Thanks to productivity gains, the efforts everyone has made, and solidarity between all departments, we were able to keep structural costs within the original budget whilst exceeding our objectives in terms of volume. As a logical and well-deserved result of these efforts and this performance,

employees are to receive record sums under profit-sharing agreements. Excluding special contributions, this year, these sums amount to 4.4 months of gross average salary and 5.4 months’ net salary. For the first time, they exceed 6 months’ net salary for the lowest salaries within the company. So why stop there when we are doing so well? Growing sales and gaining market share with support from all company departments remains our priority for the 2010/2011 financial year. In addition, we have 3 major challenges ahead: - The launch of the new, more modern and more elegant Ricard bottle in February 2011. We will talk more about that over the coming days. - A new advertising campaign for Ricard, - And the Solid’R or "new JDE" project driven by the IT Division and that will mobilise all company departments for over a year. But the number one challenge for us all in 2010/2011 is quite simply to do even better and if possible much better than last year, so that we can make yet more progress, be even stronger, and be proud of it. With determination and enthusiasm. Philippe SAVINEL

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Lillet…it never goes out of fashion! It’s authentic and contemporary, elegant yet trendy, chic and always in fashion, and since June of this year, it has a major advertising campaign behind it. Yes, it’s Lillet, the aperitif grown and blended in the heart of Bordeaux’s vineyards. The advertising campaign combines the authenticity of the

MY LITTLE LILLET Sipping a glass of Lillet is already a good thing, but sipping a glass of Lillet in a unique setting with 3 girlfriends is even better! That was the prize for winners of the competition organised by Lillet and “My Little”, the website presenting everything that’s happening in Paris, Lyon and Marseille. Last June, the 180 000 subscribers to the site’s newsletter received an email invitation to participate in a competition about aperitifs. Up for grabs was an invite for 4 to an exclusive “Apéro-chic” evening. The gardens of the Montmartre Museum in Paris, a private villa in Marseille, and a loft with a breathtaking

Spotted! Yes it’s her! That’s Brooke Shields enjoying a glass of Lillet on a New York café terrace. The star seems totally won over by the brand’s French elegance.

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Campsite Tour: Season 5 For the fifth edition of its summer campsite tour, Ricard proudly adopted the Pacific colours and focused on audience participation. ___________________________________________________________________

What makes this tour so successful year after year is the fact that each summer it offers a new and completely different experience. The 2010 version included three major innovations: a few dates coinciding with village fêtes allowing the Tour to reach out to new audiences, a show with plenty of audience participation, and the use of the small RLM stage to give Pacific maximum visibility.

Jérôme Delaporte and François Redon’s team brought all the fun of Ricard to holidaymakers in campsites in the Marseille, Toulouse and Bordeaux sales regions. This was no small feat for a one month tour with 24 evening events. This report from Vias (Hérault), at the campsite Les Salisses.

Jérôme Delaporte , stage manager “This is the 5th campsite tour, and it’s new every year. Each team member has their own speciality, which is how we can always come up with something new. That’s our priority. On top of the technical equipment, it’s this creativity that the sales forces and brand teams can mobilise in the field.”

Philippe Bardot, sector manager “Year after year, I meet consumers in campsites asking me when the Ricard evening will be held. It’s an event they really look forward to, which is good news for everyone: for us, the campsite and the consumers.Of course, we use the event to promote the entire range, and most of all, it gives the brand a very positive image. The impact on On-Premise and Mass Retail sales is considerable!”

François Redon, technical manager "Every year, we hit the road in the true spirit of Paul Ricard, but with today’s resources of course. The audience loves the new show, with an hour and a half of quizzes and games. The campsite clientele is increasingly diverse and it's important to offer them something other than the traditional party with a DJ.”

Pascal Pradel Owner of Les Salisses campsite in Vias “I’ve been working with Ricard for 7 years, and this is the third year we’ve had the Tour. It has a real impact on our clientele. We’re very lucky, so thank you to Michel [Carrière] and Philippe [Bardot]! Only Ricard offers this type of event, which obviously encourages us to promote the brand. Today I sold 60 bottles of Ricard at 1€ a glass.”

Long associated with working class holidays, camping is now attracting a wealthier clientele. With increasingly upmarket services (the term “outdoor hotels” is often used) but still excellent value for money, 33% of French people say they use camping as a form of holiday accommodation. * Survey by the Campingaz observatory

CAMPING’S ALL THE RAGE …

IN ALL OUR SALES REGIONS As well as the Ricard Tour, campers enjoyed many other events throughout the summer. A few extracts: At Oyat in Les Landes, Philippe Ragot and François Muratet organised a quiz MC’ed by Pascal Rauzy. In Le Nord, from July 11th to August 17th, the regional sales team met with consumers by driving around campsites in a Ricard Smart car.

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THE PETANQUE

WORLD TOUR Once a pétanque player, always a pétanque player! This could be the slogan for the Ricard summer around the globe. Ricard fans from all over the world gathered in New Orleans, London and New York for a round of the Southern French sport that is becoming a real hit with celebrities. ___________________________________________________________________ NEW YORK

The storming of Brooklyn France’s national holiday is no longer a domestic affair! On July 18th, New York had a distinctly French air about it as French-speakers, Francophiles and other curious onlookers gathered in Brooklyn to celebrate Bastille Day with a traditional round of pétanque. All participants in the tournament received a free glass of Ricard, and some say the English speakers even developed Marseille accents! The competitors were cheered on by a large crowd.

LONDON London Pétanque

There was no London fog this summer at the annual Ricard Pétanque Tournament. As guests enjoyed the bright sunshine at London’s Chelsea Physic Garden, they naturally donned their Ricard panama hats! Competitors assembled for the tournament could also enjoy food and a Ricard aperitif to the sound of live jazz music. The chic and cosy atmosphere of this event was such a hit that it was covered in the British press.

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Allez la France! Aperitifs, French-style, were on the menu in Spain from July 27th to August 1st when the brand was present at Club France in one of the Gaudi houses in the centre of Barcelona. For the entire duration of the European Athletics Championships, some 300 people - athletes, journalists and guests – gathered for a taste of Ricard and Clan Campbell. Our brands must have brought the team luck, since the French athletes took home 18 medals!

NEW ORLEANS

Tales of the Cocktail is an annual “cocktail convention” in New Orleans with seminars, tasting sessions, awards ceremonies and dinners, which attracts all the leading players in wines and spirits in the USA. During the event, the distinctly French-speaking city of New Orleans hosted Ricard Midnight Pétanque, a Marseille-style pétanque street tournament. Wearing Ricard t-shirts, the participants bowled their way to victory before a crowd of nearly one thousand curious bystanders, who all had the opportunity to taste a glass of Ricard, the oh-so-French aperitif.