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A brightly coloured M&€™s Volvo convertible was provided in Cannes by Mars ITR to ferry customers along La Croisette |
UK. Mars International Travel Retail (MITR) has reported that the TFWA World Exhibition 2007 held in Cannes last month was its “best ever”, with sales reaching record levels for the third year in a row.
The company’s new stand at Cannes featured its core brands – Mars, Bounty, Snickers and Twix – as well as its top sellers M&M’s and Celebrations.
MITR Consultant Stuart Bull said: “The core brand Minis Pouches 500g have exceeded all expectations – these exclusive packs are designed to give maximum value for money with a convenient carrying format on the brands consumers worldwide know and love.”
Also particularly well received at Cannes were the new M&M’s Scubes 160g with six M&M’s Scube character collectibles making a connectable train set. Another pack that attracted huge interest was the big value M&M’s Maxi Pack 1000g, which is due to go global after successful tests in Europe.
MITR attracted record visitors to its new stand and hosted friends and exhibitors at its business suite at the Majestic Hotel. A brightly coloured M&M’s Volvo convertible was also provided to ferry customers along La Croisette.
Following the recent company name change to Mars ITR (previously Masterfoods) the company has launched a brand new website (www.mars-itr.com). The new site features the latest product portfolio and allows customers access to streamline the ordering and sales process.
MITR end-of-year review: Middle East business booms
In other news, MITR has announced record figures in the last 12 months across the Middle East region, with growth of almost +50%.
Three leading retailers are in the running for this year’s Mars Gulf Duty Free Retailer of The Year award. The award is presented to the retailer with the highest percentage growth each year – last year the title went to Muscat Duty Free.
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Qatar Duty Free’s prominent display of Mars ITR’s core brand 500g Pouch Packs has created outstanding sales for both supplier and retailer |
With markets spanning Asia, India and China, the Middle East region remains one of MITR’s most successful. The growth in Mars’s business exceeds ACI Pax statistics which show an overall +17.8% growth in passenger numbers across the region, with Dubai up +19.4% and Sharjah up +40.8%.
“In addition to the major investment from the leading airlines such as Qatar Airways, Emirates and Etihad, which has helped fuel growth, there is another key factor at play,” noted Bull.
“As we’ve seen elsewhere, the low-cost carriers are driving massive growth in passenger numbers, particularly Air Arabia through Sharjah Airport.”
In terms of products in the region, the top-selling MITR packs are:
Top-selling brands in the Middle East in 2007 in ranking order were:
“Our product portfolio has expanded and consumption by Middle East travellers has broadened considerably over the last few years with a wider variety of brands proving increasingly popular,” said Bull.
“Consumers know and trust our brands; most are seeking top quality products and a good price which many of the Gulf Airport Duty Free shops offer.”
MITR noted that one retailer, Qatar Duty Free, has done exceedingly well with core brand 500g Pouch Packs. “By displaying them correctly, sales have been outstanding,” commented MITR Regional Duty Free Account Manager Ruby Walsh. “Initial fears that they might compete with MITR’s Pillow packs have proven unfounded – they work on a complementary basis.”
Bull sounded a note of caution regarding the intense pressure faced by chocolate manufacturers following global price increases in commodities such as wheat, milk and cocoa.
“We have to take the rough with the smooth,” he said. “While we manufacture locally in Middle East, 60% of MITR products are manufactured in the Euro Zone – the US Dollar has fallen -13% against the Euro in the past year. It has been a very difficult year during which we’ve all had to bite some bullets. Following the suit of all other confectionery manufacturers, there will inevitably be a price increase during 2008.”
Bull remains positive on the future of MITR. “2008 forecasts are looking impressive, and we expect more passengers and therefore much more business – to the benefit of all.”
MORE STORIES ON MARS ITR
Buoyant Mars to bring sharing and gifting to Cannes – 24/09/07
Masterfoods and Dubai Duty Free celebrate a landmark sales achievement – 15/06/07
Choc Stop promotion brings sales boost for Masterfoods in Malaysia – 04/06/07
