Investor Presentaiton
CONSISTENCY IN OUR STRATEGY
20
20
Amongst the most relevant activities carried
out by Barilla during the year, the labels and
the presentation for the pasta sauces were
redesigned and the production of 4 varieties
of sauces, which were previously imported
from the United States, was started in Mexico.
Barilla Piccolini consolidated in the modern
trade channel thanks to added value
promotions offered to consumers, which
focused on promoting pasta consumption
as the main course.
Yemina had a new advertising campaign
under the strategy of communicating
one on one benefits, and concentrated its
advertisement investment in the northern
area of the country.
Continuing with the quality management
system, the production of the pasta
plant was integrated to the supply chain,
and simultaneously work teams were
able to make savings in expenses and
improvements in working capital by
reducing the packing material inventory.
Herdez Del Fuerte Trading
During 2009 the commercial structure was
consolidated to improve customer service,
focused on developing joint strategies to
expand and improve the distribution of
products in the various market channels.
In addition, the Category Management
department was reinforced to give more
and better attention to the categories
where different projects are being
developed. The momentum in various
channels was maintained through the
Trade Marketing area, which distributed the
products of the Group to a larger number
of clients and consumers.
661.7
695.8
846.2
940.2
Barilla
Piccolini
MINI
TORTIGLIONI
7/8
Barilla
Piccolini
MINI FUSILLI
7/8 mins
No.1
Market leader in pasta
in the modern trade channel
Net Sales of Pasta
million pesos
Barilla, Yemina and Vesta
We are number one in supermarket stores with
our three pasta brands. During 2009 Barilla de-
cided to enter to new pasta categories for chil-
dren with products such as Piccolini, which due
to its high protein and carbohydrate content is
an excellent healthy food option for children.
Source: AC NielsenView entire presentation