Cailler repositioning has failed
The plastic packaging designed by star architect Jean Nouvel will be a thing of the past starting in January 2007. Nestlé CEO Peter Brabeck has decided: The company will return to the old paper packaging, but with the new logo.
The plastic packaging designed by star architect Jean Nouvel will be a thing of the past from January 2007. Nestlé CEO Peter Brabeck has decided: The old paper packaging will be back, but with the new logo. Only the Frigor squares will remain in PET, although this will be reduced by 25 percent. As reported by the SontnagsZeitung, Nestlé's decision was in response to the poor response to the packaging from consumers. The new products are to be presented in the first quarter of 2007.
Wenger era overAccording to the SonntagsZeitung, Nelly Wenger is said to have already vacated her office at the end of September - Wenger fell ill with breast cancer. She is not expected back within Nestlé, writes the SonntagsZeitung. The positioning of the traditional chocolate as a premium brand has not been received in the market as planned. Denner has been lost as a sales channel, cumulative sales figures from January to September are around 30 percent down on the previous year and the situation is also difficult in Germany. The repositioning has cost 40 million Swiss francs - industry insiders expect another 10 to 20 million to be added: For the conversion of the packaging system and the new advertising campaign. Until the end of September, the focus was on Christmas business and foreign markets (see
). However, according to figures from AC Nielsen, Cailler only generated half as much sales from mid-August to mid-September as in the same period last year. Nestlé CEO Brabeck obviously didn't want to wait until after the Christmas business.
Wenger era overAccording to the SonntagsZeitung, Nelly Wenger is said to have already vacated her office at the end of September - Wenger fell ill with breast cancer. She is not expected back within Nestlé, writes the SonntagsZeitung. The positioning of the traditional chocolate as a premium brand has not been received in the market as planned. Denner has been lost as a sales channel, cumulative sales figures from January to September are around 30 percent down on the previous year and the situation is also difficult in Germany. The repositioning has cost 40 million Swiss francs - industry insiders expect another 10 to 20 million to be added: For the conversion of the packaging system and the new advertising campaign. Until the end of September, the focus was on Christmas business and foreign markets (see
). However, according to figures from AC Nielsen, Cailler only generated half as much sales from mid-August to mid-September as in the same period last year. Nestlé CEO Brabeck obviously didn't want to wait until after the Christmas business.
