Following the highly
successful launch of its new travel retail packs at TFWA World Exhibition earlier
this month, the Galaxy® roadshow is heading to Jordan in November to feature at
the MEADFA Conference. Mars International Travel Retail (MITR) is taking a
stand at the conference, cleverly designed to reflect the smooth, silky taste
of Galaxy® with product sampling offering delegates the chance to try the new range.
“Jordan is the
perfect location to continue the Galaxy® launch as the brand is hugely popular
in the Middle East and represents a significant proportion of the brands sales
in International Travel Retail,” says MITR General Manager, Craig Sargeant.
“We will be
introducing the new Galaxy® product range in travel retail globally, supported by new displays, activations and
promotions. The Middle East continues to play a leading role in developing our
business for the brand so it really makes sense to be here in Jordan. MEADFA
attracts key buyers from the region and so it is a wonderful opportunity to
discuss the new strategy for the brand with both existing and potential customers.”
Galaxy® was one
of the key talking points for MITR in Cannes this year with sampling delivered
by Galaxy® hostesses in their specially designed ‘chocolate bar’ dresses,
creating great attention throughout the week.
“The structure
of our Galaxy® story to customers was based on three key insights that will
ensure success of the brand in travel retail. Firstly, the brand is the fifth
largest chocolate brand in the world, yet does not currently have a strong
presence in travel retail outside the Middle East. Secondly, Galaxy® is already
very popuar in the domestic market of the world’s top travelling nations.
Thirdly, Galaxy® has a unique brand story that provides huge potential to
deliver a fantastic shopper experience in ITR,” adds Craig.
The Galaxy®
launch in Cannes sat alongside MITR’s other key growth drivers for 2016 as part
of Mars’ Power of a Smile category vision.
Mars shared the huge headroom for growth that can be gained by focusing on the bestselling
core confectionary items as we all the potential of sugar and gum in the
category.
“We invested in
a completely new approach to Cannes in 2016 to help bring our plans to life and
enable extremely constructive meetings with some of our key customers. For us,
it was a fantastically successful week and we are now looking forward to
continuing the discussions in Jordan at MEADFA.” concludes Craig.
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