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Emmi Launches Aggressive International Expansion Strategy

October 27, 2010: 07:11 AM EST

Swiss dairy company Emmi is planning to expand its international presence over the next five years while launching a marketing campaign that stresses product “Swissness”. The aggressive expansion strategy – boosting global revenues from 25 percent of total sales to 50 percent – will focus on countries where Emmi has found success already, including Germany, Italy, Austria and the U.S. The “collapse” of the pound, euro and dollar have put stress on profit margins, according to marketing chief Robin Barraclough, but Emmi’s response is to stress the real value of its premium products. Specifically, the company wants to consolidate many  of its diverse product brands under the Emmi umbrella, to “leverage Swiss origin, our quality, all things Swiss and build a bit more of … a power brand.”

Dean Best, " just the answer - Robin Barraclough, Emmi", just-food, October 27, 2010, © just-food
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