Calpis | Ciamesa
Partnership Success Stories

Calpis, LTD drives growth in Japan
Calpis Co. LTD became the exclusive licensee of Welch's finished products for Japan in 1997. In that role, the company manufactures, distributes and sells all Welch's consumer and institutional products throughout Japan.

Need Grape 800 and Welch's Holiday Blend Photos

Click on either image to enlarge

Calpis is a key partner in an important region of the world. While Welch's had maintained a presence in Japan since 1972, we saw an opportunity to grow our consumer business there, with thriving retail markets and positive consumer impressions of Welch's as a maker of healthy, delicious, high-quality products.

The Components
The partnership required proficiency in a number of areas, each critical to success:

• Develop and introduce new Welch's products that meet Japanese consumers' changing needs and lifestyle
• Provide effective advertising and other marketing support for Welch's products
• Maximize distribution of Welch's products
• Publicize health and functional benefits of Welch's products by effective and full utilization of research information
• Enhance Welch's brand awareness and build Welch's as a household name in Japan

Already an established beverage company with annual sales of 123 billion yen, a strong product lineup and sales networks throughout Japan, Calpis was ideally positioned to partner with us toward these goals.

The Results
In just seven years, there are already measurable - and mutually beneficial - results:

• In order to enhance Welch’s sales in the region, Calpis and Welch’s teamed up to develop and introduce new products (both 100% juices and non-100% juices) that offer unique and distinctive flavors.
• Distribution of consumer products has risen significantly: 74% of Japanese retail stores carried Welch's products in 2004, up from 24% in 1997
• Consistent and informative print and television advertising has boosted aided brand awareness from 18% in 1997 to 64% in 2004

Our success demonstrates how much can be accomplished with the right partner.

Ciamesa provides distribution and a powerful voice in Costa Rica

Good distribution is key to a brand's success in any market. And Ciamesa, Welch's primary distribution partner in Costa Rica, has been instrumental in our ongoing success there.

For several years, Ciamesa has been the exclusive distributor of Welch's Multi-Serve Juices and Blends, Jams and Jellies on the island. As a full-service distribution company, Ciamesa goes beyond merely delivering product to store shelves. They provide services from purchasing to placement to promotions. They prepare an annual strategic marketing plan. They advise and consult on advertising and the evolving tastes of local consumers.

Their input matters. Ciamesa is one of Costa Rica's largest commercial enterprises, and its leading consumer product distributor, with many years experience, and an unequaled knowledge of Costa Rica's food and beverage markets.



Click on the image to enlarge

That means Welch's products are effectively distributed throughout Costa Rica's in a variety of packages. It also means subtler things, such as good relationships with store managers, which translate into important results like increased shelf space, longer-running end-aisle displays, and a healthy share of circular specials. The foundation of trust that exists between Ciamesa's experienced sales representatives and store managers makes it easier to negotiate a shift in shelving, or to introduce new products.

Ultimately, of course, any business partnership is about the bottom line. Ciamesa has both contributed to and profited from Welch's strong position in Costa Rica', where per capita consumption of grape juice is five times higher than in the U.S. Welch's Costa Rica' sales have increased more than five percent per year for the last three years.

It works because it's a good fit. Ciamesa, distributor of premium products, landed a prestigious international brand. Welch's received excellent product coverage and a true partner in marketing wisely to local consumers. Together, we've profited - and will continue to together for years to come.

Other Success Stories
To read more about some of our successes in other areas click on the link below.
-Global Products
-Consumer Focus
-Health & Nutrition
-Strategic Partners