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736 Part V Implementing and coordinating the global marketing programme Part V Case studies 737 Questions Retailers Tetra Pak's packaging distribution solutions protect profitability for retailers. Tetra Pak makes sure that packaged products are well protected on shelves, and helps distributors brand their products, helping protect and increase retailers' image. Retailers can do a lot to make this easier for the consumers of food products. One way is to provide several sizes of packaging to meet the needs of differ- ent consumers, especially single-person households, whose numbers are growing. production line (filling machine) and further Tetra Pak filling machines were added. Efficiency was increased, and costs and resources reduced. In 2011, Juhayna increased capacity by adding two new production lines. Juhayna is also receiving fewer complaints from the market regarding leaking products. The 'Loose Milk Conversion Initiative' aims to reach the long-term objective of 80 per cent packaged milk in the Egyptian market in 2020. 1. Which 'P' of the marketing mix should Tetra Pak concentrate on in the development of its global marketing plan? 2. Would it be relevant for Tetra Pak to work with global account management (GAM)? If yes, how should it be organized and which organizational set-up should Tetra Pak make use of? Sources: based on different types of information on www.tetrapak.com, WHO/World Health Organization www.who.int/en/; and different public sources End-customers Consumers have responsibility for the economic management of their own kitchens. Consumers can take responsibility by buying food in the right size of package when this option is available. The packag- ing manufacturer can assist by supplying reclosable packaging that is easy to empty, and especially by producing packaging that provides a good protec- tive barrier against light, oxygen and moisture. Clear information and easy-to-understand date marking are also needed so that perfectly edible food is not thrown away unnecessarily. Tetra Pak has started school feeding programmes in more than 50 countries - 49 million schoolchildren throughout the world receive milk or nutritious drinks in Tetra Pak packaging. Around 30 million of these children live in low-income countries, where improve- ments in health and education are vital for positive development. Experience shows that school milk can act as a catalyst for encouraging an entire milk value chain to develop in a country. The milk supply varies greatly over the year in many countries. When availability is high, much milk is wasted if local industries cannot process the sur- plus. When things are difficult, the milk volume can- not meet the demand. With an aseptic solution, all the milk could be processed and packaged when it is plentiful and the surplus stored without refrigeration for use when it is in short supply. There are many examples of value creation together with other companies in the value chain. One of these examples is the B2B relationship that Tetra Pak has developed with Italtipici Srl, Italy regarding their 'Extra Virgin Olive Oil' brand, Di Carlo. In January 2018, Italian Italtipici Srl with its 'Extra Virgin Olive Oil' brand, Di Carlo, launched Italy's first olive oil in Tetra Pak packages. In the global olive oil market, Italy has the advan- tage of the biodiversity of the olive heritage. In fact, the uniqueness of Italian olive oil is that each region cultivates olives that are very specific to its territory. There are at least 300 olive varieties, that are in full production, each of them with unique flavor and characteristics. One of the major Italian 'Extra Virgin Olive Oil' brand manufacturers is Italtipici Srl, which operates in the industrial area of Buccino, Italy, where the commercial and operational headquarters are also found. In 2017, Italtipici Srl produced 2 million tons 'Extra Virgin Olive Oil', which generated sales of 6.5 million. 90% of the turnover was generated in Italy, the last 10% in export markets, mainly in Europe. By making the cooperation with Tetra Pak, and launching the olive oil in carton packaging, Italtipici Srl achieved two major advantages: A multi-layer packaging is able to protect the olive oil from oxygen and light, which are the main causes of oxidation of olive oil. The Tetra Pak packaging offers more logistical and distribution efficiency compared to the traditional heavy and breakable glass packaging. Besides traditional grocery supermarkets, the new olive oil packaging is also available online, via Amazon. Advantages of Tetra Fino Aseptic The advantages of Tetra Fino Aseptic are clear. It was introduced to Egypt by Juhayna in 1997 to ben- efit low-income individuals who would normally buy loose milk. Production costs of the package are low, so it is economical for consumers. Most importantly, it is reliable and convenient to use, keeping milk fresh and pleasant-tasting. Since the introduction of Tetra Fino Aseptic, consumers have increasingly accepted it and sales have grown. Stakeholders in the 'Loose Milk Conversion Initia- tive' put much effort into marketing, including educa- tional TV commercials, seminars, workshops and other initiatives to gain customer and consumer acceptance of the product, particularly among women. Recently, the focus was expanded to include young people, with seminars in schools delivering the message through interactive learning, prompting high levels of engage- ment among the students. Juhayna's production started with one milk pro- duction line, including a Tetra Pak filling machine. The steady growth of sales put pressure on Juhayna's Italtipici Srl (Di Carlo 'Extra Virgin Olive') Convenience and easy-to-open packaging are main drivers of grocery shopping in all markets. Consum- ers also appreciate space-efficient packaging. Both requirements can be fulfilled with carton packaging