Today, everyone at work, was talking about infusions. Money infusions by Government into banks.I am pretty stupid about the monetary systems that hold the world together. But I keep puzzling about, if the banks and stocks lost money, who gained the money? Silvio Berlusconi, Starbucks,Campbell's Soup(their stocks have stayed up and that's why I am suspicious)?Or is there bottomless pit into which money mysteriously vanishes.Well lets talk about chocolatey infusions.
I have always admired the Australians, with the single exception of the previous Prime Minister John Howard, for their ingenuity.I wonder if it is because they are so far far away from contaminating influences.A consortium of biotechnology scientists and food wizards have come together to found Horizon Science. They set up a subsidiary called Cocoa Australia. Which is very brazen of them considering Australia's experience in cocoa farming is non-existant. So is their know-how in fermenting and processing. It was brazen of them some decades ago to enter the wine world. Now they are on top of it.
Cocoa Australia runs a plantation up at Mossman. A very pretty place with a enormous tropical forest national park, tropical fruit farms, coffee and sugar plantations. Ideal sort of place for cocoa to thrive in.The 20 hectare plantation has about 1200 trees which have begun to bear pods. Reports are that these beans are better than those of West Africa. Beans from here will go to Farm by Nature, a chocolate factory located at Scoresby near Melbourne.Incidentially, if you are interested, Scoresby was named after British Artic Explorer, of all things. Scoresby, if you are still interested, is the brussel sprouts capital of Victoria.
The Scoresby factory has already come up with excellent wine-infused bars ,sexily packaged and sold under the Cocoa Farm label, aimed at the prestige end of the market. They were exported to Germany and Britain. Some bars reached us here in Indonesia. And quickly vanished from the shelves.
Though wine-infused chocolates have already been tried in the United States, the Cocoa Farm is particularly good because as the Chief Executive of Farm by Nature, Janice Falzon says Cocoa Farm uses a patented process that is unique, "a world first that was difficult to perfect."
Two years ago J. Emanuel Chocolatier came up with a line of truffles flavored with Cabernet, Chardonnay, Shiraz and varieties. Appropriately called the Bacchus range.
Mary's Chocolate, Tokyo have champagne and kahlua-laced ganaches which are made more appealing with silver glitter sprinkles.
Cielo, which translates to "heaven" in Italian, are infused with local ingredients like olive oil, salt and decanted balsamic vinegar.
Meanwhile a Japanese Company, Fruit Functional Food Composite(FFFC) is Infusing white chocolate into strawberries and currents. FFFC is also trying infusing food with vitamins and nutrients. Sounds a bit like a bail-out, don't you think?
Showing posts with label silvio berlusconi. Show all posts
Showing posts with label silvio berlusconi. Show all posts
Wednesday, 8 October 2008
Monday, 6 October 2008
SENIOR CITIZEN'S DILEMMA ON CHOLOLATE.
Marketing people are those young, fabulous people that are ensconced in those lovely towers in Sudirman or Kuningan. From these heights they formulate their strategies to capture as much of the market as possible for their bosses, Nearly all of the products target the equally young and vibrant 25 to 45 age group. Or possibly even on occasions include those under who can watch television commercials and understand them.
THE DECISION MAKERS
They are right of course. In Indonesia these are where the numbers are. Thirty -seven percent of the population is under 15, Forty-six percent are under 45.A recent study in Munich noted that many of the decisions made around the world and particularly in Asia are made by Senior Citizens. It is the Senior Citizens that more often make the decisions on what we use, eat and drink.They play key roles in new product development. They decide on everything from concept to packaging to distribution channels.They make good decisions and awfully bad ones.But they are so respected that we give give them a whacking big bonus especially for bad ones.Probably to soothe their feelings.
WEALTH AND POWER
In the same study in Munich, it was noted that in 2030 consumption by Senior citizens in Europe will be almost 60%. While those under 50 will consume about 42%.
Today in Indonesia we have almost 40million Senior Citizens. Including me. Nearly two million live in Jakarta.If you look around casually, you will see 240,000 at least who are wealthy as well as powerful.Some are close to the top in Forbes list.
Yet marketing people, researchers and particularly advertising people(who loathe us because we screw up their ads)largely tend to ignore the economic driving power of Senior Citizens.Now come on, be reasonable, if your were a young marketing-advertising buck in Milan would you ignore Silvio Berlusconi? I am counting on him to single-handed bail out Europe,before breakfast sometime this week.
The numbers are too small for the marketing department and except for a few on top, too poor.Remember in 23 year the Indonesian economy will grow by 199% and so will the numbers of Senior Citizens. So you better start planning.
THE RETAIL VIEW
The up-market Supermarkets are beginning to see the potential of the over-fifty shopper.These are some of the conclusions of a supermarket group in Jakarta:
1)The Upper Income Senior Citizens visit supermarkets less often. When they do they visit the upmarket ones that have more imported products.
2)The buy the stuff they like, not the price.
3)They dont care much for slick packaging or slogans. The go for the quiet and sleek.ONe that make good sense. Marketing is going to be baffled by this!
4)The contribute significantly to higher margins.
5)Contrary to popular belief they love chocolate.
CATEGORY MANAGEMENT
Sogo's Food Hall seems to have caught on rather smartly to this niche. The category management and the planogram seems to have been developed for the senior citizens. It works so well that the chocolates targeted to the Senior Citizens are frequently out-of-stock.
The convenience stores like Starmart, Indomart and others havent caught on yet. The customers here are largely the teens and Senior Citizens. Simply because these stores are nearer home and often within walking distance.
DESIGNING CHOCOLATES FOR SENIOR CITIZENS
In Europe the big manufacturers are already redesigning chocolates foe Senior Citizens.Over there consumption volume and value of chocolate among senior citizens is responding significantly to initiatives by the manufacturers. The smaller manufacturers and artisans have known it all along and have prospered over the years.
It is not enough to address the "concerns" of Senior Citizens.Taste , flavour, texture and mouth appeal are just as important among the different age segments of Senior Citizens as it segmentised for the 5 to 45 years.There are few studies on this.What I ask are you going to feed McCain with perchance he is elected?
THE AUSTRALIANS HAVE DONE IT
As usual the Australians seem to have come with just the right formula of chocolate that will only appeal to their palate but alsoto their health values. Cocoa Farm, Australia have come up with wine infused chocolate. At the moment they have three great bars, Shiraz, Merlot and Pinor Nior. Cocoa Farm has also a rich dark chocolate with only 0.3% natural sugar and a sperb milk chocolate "Roasted Hazlenut and Coffee".The last is my favourite. I have only had it once. The memory remains.
There are many more ideas for developing Senior Citizen chocolate, but I deal with them in future blogs.I am a bit distracted. I on pins and needles waiting for Berlusconi to write out a personal cheque and hand it over to Sarkozy. Then we can all go back and concentrate on chocolate.
THE DECISION MAKERS
They are right of course. In Indonesia these are where the numbers are. Thirty -seven percent of the population is under 15, Forty-six percent are under 45.A recent study in Munich noted that many of the decisions made around the world and particularly in Asia are made by Senior Citizens. It is the Senior Citizens that more often make the decisions on what we use, eat and drink.They play key roles in new product development. They decide on everything from concept to packaging to distribution channels.They make good decisions and awfully bad ones.But they are so respected that we give give them a whacking big bonus especially for bad ones.Probably to soothe their feelings.
WEALTH AND POWER
In the same study in Munich, it was noted that in 2030 consumption by Senior citizens in Europe will be almost 60%. While those under 50 will consume about 42%.
Today in Indonesia we have almost 40million Senior Citizens. Including me. Nearly two million live in Jakarta.If you look around casually, you will see 240,000 at least who are wealthy as well as powerful.Some are close to the top in Forbes list.
Yet marketing people, researchers and particularly advertising people(who loathe us because we screw up their ads)largely tend to ignore the economic driving power of Senior Citizens.Now come on, be reasonable, if your were a young marketing-advertising buck in Milan would you ignore Silvio Berlusconi? I am counting on him to single-handed bail out Europe,before breakfast sometime this week.
The numbers are too small for the marketing department and except for a few on top, too poor.Remember in 23 year the Indonesian economy will grow by 199% and so will the numbers of Senior Citizens. So you better start planning.
THE RETAIL VIEW
The up-market Supermarkets are beginning to see the potential of the over-fifty shopper.These are some of the conclusions of a supermarket group in Jakarta:
1)The Upper Income Senior Citizens visit supermarkets less often. When they do they visit the upmarket ones that have more imported products.
2)The buy the stuff they like, not the price.
3)They dont care much for slick packaging or slogans. The go for the quiet and sleek.ONe that make good sense. Marketing is going to be baffled by this!
4)The contribute significantly to higher margins.
5)Contrary to popular belief they love chocolate.
CATEGORY MANAGEMENT
Sogo's Food Hall seems to have caught on rather smartly to this niche. The category management and the planogram seems to have been developed for the senior citizens. It works so well that the chocolates targeted to the Senior Citizens are frequently out-of-stock.
The convenience stores like Starmart, Indomart and others havent caught on yet. The customers here are largely the teens and Senior Citizens. Simply because these stores are nearer home and often within walking distance.
DESIGNING CHOCOLATES FOR SENIOR CITIZENS
In Europe the big manufacturers are already redesigning chocolates foe Senior Citizens.Over there consumption volume and value of chocolate among senior citizens is responding significantly to initiatives by the manufacturers. The smaller manufacturers and artisans have known it all along and have prospered over the years.
It is not enough to address the "concerns" of Senior Citizens.Taste , flavour, texture and mouth appeal are just as important among the different age segments of Senior Citizens as it segmentised for the 5 to 45 years.There are few studies on this.What I ask are you going to feed McCain with perchance he is elected?
THE AUSTRALIANS HAVE DONE IT
As usual the Australians seem to have come with just the right formula of chocolate that will only appeal to their palate but alsoto their health values. Cocoa Farm, Australia have come up with wine infused chocolate. At the moment they have three great bars, Shiraz, Merlot and Pinor Nior. Cocoa Farm has also a rich dark chocolate with only 0.3% natural sugar and a sperb milk chocolate "Roasted Hazlenut and Coffee".The last is my favourite. I have only had it once. The memory remains.
There are many more ideas for developing Senior Citizen chocolate, but I deal with them in future blogs.I am a bit distracted. I on pins and needles waiting for Berlusconi to write out a personal cheque and hand it over to Sarkozy. Then we can all go back and concentrate on chocolate.
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