Croatia Edition 1 Fini-Mini

Fini-Mini ENG 12.03.2007 17:19 Page 118 Market Mediterranean soup. In the same year The creamy chicken soup is a mild creamy soup The concept of a soup, as we Podravka was awarded the ISO with chicken, vegetables and spices that give it the know it today, developed in the 90001:2000 quality management rich taste and the aroma of a homemade one. seventeenth century but the certificate in the category Podravka With its instant ingredients, it’s very quick to way of preparing it was already meals which included the Fini-Mini prepare.The creamy mushroom soup is a hearty known some thousand years soup range. In 2003, Fini-Mini thick soup with a rich taste of mushrooms and before Christ.Therefore, soups production as well as the overall button mushrooms as well as spices that underline are among the first known meals. Podravka meals production was its richness of taste and smell. Croutons or little Namely, meat, fish, spices, relocated to a new automated cubes of grilled bread are an additional ingredient. vegetables, seeds or herbs cooked plant for soups and semi-cooked The Mediterranean soup is a hearty and clear in water could be summed up meals. vegetable soup with pieces of vegetables and star under this name as early as in the formed pasta, and its taste and smell is a very year 8000 B.C., when the Product characteristic one because of the composition of Egyptians put the first clay pot with Fini-Mini competes in the different Mediterranean spices.The creamy pea water over a fire.Today, there are subcategory of instant soups, soup is an aromatic thick soup with peas and whole books dedicated to soup that is, soups that don’t have to carrot pieces and a very distinctive taste.The recipes and, with a little imagination be cooked, but only immersed creamy tomato soup is a hearty thick soup of a and additional spices, every cook can in hot water before enjoying beautiful red colour and a mild taste of fresh think of a recipe that has so far been them.The qualities of this range unheard of and prepare it for their of soup make it very appealing family. for consumption in offices, at The soup market has been schools, universities, student constantly enriched and hostels, as well as during summer developed, and so, in the or winter holidays.You can eat nineties of the last century, the soups instead of snack like nibbles or need arose for soups that could chocolate, which makes them the be prepared even more quickly healthier choice. and which you could enjoy Fini-Mini soups are primarily everywhere, not only at home. aimed at younger consumers That was how instant soups came (pupils, students and young working to be.These are soups that you people) and therefore they only need to pour hot water over always present an opportunity and they’re ready to be eaten. for a relaxing, delicious and hot Podravka launched its instant soup meal after or during a hard day range under the name of Fini-Mini in of work.They can be a source 1999. Instant soups, depending on the of energy and optimism when market, make up 5 to 50% of overall the consumer needs something soup markets. In Croatia they to cheer him up. Fini-Mini is the amount to 4% of the overall soup answer to everything and always market, Fini-Mini making up 78% of gives the consumer what they the instant soup market. need most at the moment of eating it. Achievements The range contains eight Besides the great market share different Fini-Mini soup flavours of that the Fini-Mini brand has which each has its own characteristic gained in a relatively short period ingredients by which the consumers of time, it has also been the recognize it.The chicken noodle subject-matter of a case-study soup is a clear soup with instant presented in a book called noodles and a composition of “Marketing” by Stijepan Bratka spices, vegetables and chicken meat which was published in 2001. that gives it the taste of a homemade chicken soup.The History beef noodle soup is a clear Podravka launched Fini-Mini soups in aromatic beef soup with instant Croatia in 1999.The range consisted noodles and its composition of of five different products: chicken spices vegetables and beef make noodle soup, beef noodle soup, it taste and smell like it is vegetable soup with pasta, creamy homemade.The vegetable soup chicken soup as well as creamy is a clear vegetable soup with mushroom soup. In 2002, the lots of different pieces of instant product range expanded by three vegetables and star formed pasta. new flavours: creamy pea soup, It has a mild vegetable taste with creamy tomato soup and a selected combination of spices. 118 SUPERBRANDS Fini-Mini ENG 12.03.2007 17:20 Page 119 tomatoes with little cubes of pictures of a motorcyclist, an grilled bread called croutons astronaut, and a diver. which give this soup its rich In 2005, young people who flavour. like films and having a good time The preparation of all were reached by the sponsorship Fini-Mini soups is easy and quick - of the Motovun as well as the you just pour 2 dl of boiling Sarajevo Film Festival. Another water over the content of the way of bringing young people package and 1-2 minutes later below the age of 18, as young the soup is ready. consumers and future buyers, closer to Fini-Mini soups was Recent Developments through sports sponsorship In 2007 Podravka intends to including the sponsorship of the place Fini-Mini soups with a more 2005 Youth Sports Games. functional packaging and a new People obtained information on refreshing design on the market. the products through social The Fini-Mini design will contain games and competitions and won certain elements of the Podravka Fini-Mini soups or promotional Soups design. Podravka’s logo, the materials as prizes. red heart, as well as the colour and soup name will dominate the Brand Values new design.The taste and flavour Fini-Mini is a brand that was of the soups will not change, launched on the market in 1999. although dietary fibres and Consumers have managed to oligofructosis have been added to recognize the brand’s main values the existing products.These ingredients together points-of-sale where consumers could try the new in a relatively short period of time: the quality of influence the intestine peristalsis and act as flavours and receive interesting gifts if they the product guaranteed by Podravka, its producer, probiotics, selectively encouraging a number of purchased the new soups. and the possibility to have a delicious snack any intestinal bacteria, which have a healthy In 2003, a campaign aimed at students and place any time. environment in which to grow. One of the effects pupils was launched with a new slogan:“Enjoy the Measuring the brand’s value in figures, according of inulin and oligofructosis is an increase in calcium moment”.The products were promoted through to market research in 2004, the brand awareness absorption within the body. point-of-sale tasting and advertising on TV, radio of Podravka Fini-Mini amounted to 58%, meaning and as well as in the press. Student education that every second Croatian person knows about Promotion about the product was continued at the beginning Fini-Mini. And Fini-Mini’s 78% market share in the of the new semester with promotional events at No similar products existed on the market when instant soup market additionally underpins its value. almost all universities throughout Croatia. Students Podravka launched its Fini-Mini range.Therefore tasted the Fini-Mini soups and gave their opinions Podravka had to educate consumers about this www.podravka.hr on the products through surveys.The same type product and its preparation, which is why Podravka of promotion including a prize competition was invested in ATL as well as BTL advertising.When carried out in 2004. In the competition students Fini-Mini was placed on the market a media showed their creativity by offering ideas for a campaign including TV, radio, press and outdoor Fini-Mini soup slogan. In all these campaigns the advertising was organized.Tasting the new communicative strategy was aimed at young products at the points of sale was organized, and working people who despite their lack of time, their easy preparation was demonstrated to the want to eat something healthy and hot. consumers.The aim of the campaign was to Communication with consumers was redirected in present Fini-Mini soups as delicious, pleasant, 2005 with a completed range of eight products. refreshing and light soups in a cup, ideal for The main characteristics of the target consumer consumption in offices, while doing sports, on a profile - mobility, pressure and having a good time trip, watching TV or reading, for pupils and - were taken into consideration and students.We tried to achieve this position in communication was directed at press and radio, consumer consciousness with the slogan: enjoyed “on the move”, as well as at sponsorship “Fini-Mini - Soup in a cup on every occasion!” of events that the target consumers attend.The In the following year, a similar campaign was 2005 Fini-Mini campaign communicated a message organized which also included ATL and BTL that is well known to everybody:“Yes, mum, I eat advertising.When the new Fini-Mini flavours were properly cooked meals!”.The campaign used three launched in 2002 a media campaign was organized different adverts showing young people who which showed real life situations in which you can stretch their limits on a daily basis, but a warm eat Fini-Mini soups (in the office or even in public Fini-Mini soup that they can eat anywhere is transport).This campaign also included tasting at always there to revive them.The campaign used THINGS YOU DIDN’T KNOW ABOUT… Fini-Mini Fini-Mini soups have become the basic diet of hikers and alpinists and as a consequence Fini-Mini was on the top of the Pamir Mountains in 2004.

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