beigel and beigel newsletter

8/9/2019 Beigel and Beigel Newsletter

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DECEMBER '09

Dear partner,

This last Newsletter o 2009 is meant to review and summarize our

activities over the past year as well as oering the opportunity to share

with you plans or growth during the coming year 2010.

It is hard to orget how we entered the year in the midst o an unsettling global

market crisis, marked by an FMCG market rapidly changing almost on a daily basis right

beore our eyes. For our company this meant meeting the challenge o being able to

adapt to these larger challenges; to make the necessary adjustments and to implementthem quickly and eectively.

A great source o corporate satisaction or us is that a number o steps we had

elt compelled to implement earlier, during 2008 (including the shekel price list at

the beginning o 2009), ortunately enabled us to stabilize this current year's sales

perormance, to ocus on marketing activities and, in general, to concentrate eorts at

improving our overall business perormance.

Looking back over the year, considerable energies were invested in the largest and

most extensive revamping our export department has undertaken in years. 2009 wasdesignated the year or improving our packaging o the ull range o Beigel & Beigel

products, both traditional avorites and new items; also their shel appearance.

Well over 50 packages have been redesigned in the course o the year, with the

conscious two-old goal o synchronizing the appearance o our bags on the shel and

standardizing package texts. All this, while at the same time making sure to comply with

individual country legal requirements.

Let it be noted that these tasks are not as simple and straightorward as might seem at

rst glance. Carrying out such export-oriented assignments has involved several o our

divisions, among them teams rom Marketing, R&D, QA, Purchasing, Warehouse sta and,

not least, Factory personnel - all working closely together in attempting in the best way

possible to supply you with quality products delivered with minimum delays.

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Upgrading our on-line site;

Finalizing the current package-update program, to be completed by mid-year;

Increasing "Newsletter" editions until we are able to reach six issues per year;

Discussing local marketing & promotion with you directly. Our manager or export marketing,

Dana Sharon ([email protected]), is more than happy to explore innovative and

imaginative ideas with you;

Targeting sales plans;

Designing an attractive Beigel & Beigel products catalog inclusively eaturing each o our

updated products along with trade-required data. Our target date or supplying you with

copies o the catalog is the end o the rst quarter o 2010;

Streamlining our internal export procedures, in assuring we are going to be capable o growing

proessionally in coming years and o competing aggressively in an open, globalized ood

market.

I am excited at prospects or the incoming year, and take this opportunity to invite you personally

to be in direct contact with me in sharing your thoughts and business needs. With very best wishes or a healthy, rewarding and more peaceul 2010,

Sincerely,

Itamar KliemanExport ManagerBeigel & Beigel

Now... a closer look at 2010'sscheduled plans and activities:

Speaking personally, I will not deny that owing to the above changes the smooth,uninterrupted ow o products was not always as prompt or as efcient as either you or we

must insist upon. Nevertheless, now that the changes are being completed, there is every

reason to believe they represent a major step orward .

In the coming weeks we will be sending all o our customers a short "grading method" le,

showing your perormance and our projections or next year's growth.

2010 is designated the year we perect our basics, resolve any remaining time-to-market

issues, strengthen our partnerships through proessional marketing and promotion activities,

and improve direct communication with each o our valued clients.



F e b r u a

r yIn February- we launched 2 new pretzels.

These pretzels are uniquely avored. This is

the rst time such pretzels were launchedin Israel. As the category leader in Israel,

it is our duty to constantly innovate and

lead. This release was also ollowed by an

advertisement campaign; outdoor boards

and supermarket ree-trials.

This year was marked by the launching o many new product which

were brought into the local market thanks to diverse marketing activities.

Now that we have summarized the year 2009, we want to update you with

the activities we initiated this past year.

In July - we launched an additional 2 new

products rom the “Nish Nosh” (“cracker

crisps”) amily. Fine Herbs and Extra

Hot Jalapeno, both excellent avors, inpersonal packs.

In May –during the Shavuot holiday, known

as our local cheese holiday, we introduced

a new big cracker. What can be better than

resh cheese spread on indulging cracker? Thereore, we launched this amazing and

tasty cracker: “Herbs and Garlic”. Promoting

this cracker, we held a special supermarket

campaign; ree tasting o our cracker

in collaboration with a leading cheese

company.

Once again,

we initiated

a TVcampaign

just beore

holiday.

Local marketing activities

J a N u a r y

M

a y

J u

L y

In January- we launched 2 new products

in the “Nish Nosh” (“cracker crisps”) amily:

Asiatic and BBQ. In order to enhancethe launching o these products, we

successully promoted a dual TV and

internet campaign, ocusing specically on

the young adults market.

ת נ ת נ נ ת



: . . :

In August, we released a new amazing

pretzel product: 6 grains pretzel stick, as

part o the existing ‘healthy pretzel’ amily.

This product received very high grades in

consumer panel tests.

Apart rom all the above, we carried on intense marketing and promotion activities mainly ocused

on targeted age groups, such as sport ans, soccer and basketball tournaments and additional games.

N o

v e M b e rUnique internet campaign called "My Beigel

Beigel -Legend Story", inviting children to

create their own original tale using our

wonderul pretzel characters.

These legends were then loaded to our

internet site in

a story-gallery ,

ranked by viewers .

Prizes wereawarded to chosen

top best tales, such

as Euro Disney vacation, computer games,

bicycles, etc.

The campaign was supported on TV or

several weeks.

Feedbacks indicate this was another

successul campaign targeting children ,using

popular and relevant media.

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Successful examples of 2009marketing activities:

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