Also looks like not a bad calculation from DBA afterall. Not as if they were going to win Sudirman. In the mean time they got a chance to fire a warning to their problematic 5, get coaching and couple individual player sponsorships, delight a new partner with excess publicity for their brand(good for future deals) and send a few different players for big team experience(given the age of the "A team" 5 a good thing) I am starting to think this may have been a very shrewd move by DBA and that it was them that approached Danisa to start. (they were struggling for sponsors and the legal battle between the cookies was public)
I don't think it likely that Danisa have it their won way, it's probably a compromise solution with Danisa having the upper hand, how much they have to give-and-take is unknown for now. If Kjeldsens is the one to make the sacrifice, then they would most certainly expect a good amount of compensation, but who is going to pay for it? On another note, the commercial world is so corrupt and immoral that bad publicity as long as it doesn't affect them directly is better than no publicity.
As far as we know Danisa has no more sponsorship deals in place with regard to sponsoring a team Denmark, so Danisa have not had to make any compromise. If they do want to sponsor Denmark as a team again in the future they might not get the same terms but who knows. Neither have Kjeldsens had to compromise as of yet, and there is no conflict anymore because no more team events for a while and no competitor is sponsoring the team.... yet.
I'm not sure about other countries, but here Danisa is popular. In fact some brands started to manufacture butter cookies in can after Danisa enterted the market. Actually, I discovered about the other brand when this controversy came up
The population of Asian is over 4.5B and Vietnam is 90m..... Danisa is only accessible to ASEAN and EAC markets, it has absolutely NO PRESENCE in GCC, SAARC, Central Asia or Eurasian shelves.... So its maximum mathematically possible reach is restricted to 2.2 million, less than 50% of Asia's population, and given the mass poverty and inefficient distribution networks prevalent across our continent, we can safely discount remote rural areas; given Danisa is a "premium product" in all eligible Asian countries not called Japan/South Korea/Singapore/Brunei.... Also in the 15 odd Asian nations where it is present, it a market leader in none in the biscuit category.... So Danisa calling itself "The famous and world renowned butter cookies are very popular in Asia," is not laughable but a criminal case of misleading advertising.... (BTW I supported DBA to the hilt on the contract conflict) A close parallel to this lie would be the Madrid media falsely claiming CR7 donated E7m to help Nepal quake victims, in order to burnish his Ballon D'Or chances. As [MENTION=86374]Justin L[/MENTION] put it, the commercial world can go to any extent in order to profit, be it engineer wars and put millions of lives at risk or lie over natural disasters.
Danish butter cookies are indeed popular in China. If I remember correctly, their previous advertising on some players's shirt was using chinese characters... Same is true with Citroen at many SS. The company do not use its normal name on the boards around the court, but its Chinese name...
It would be interesting to see some figures about their sales, specially in the Chinese market... i'm too lazy to go for a search on that!
interesting. was googling around and turned out that Kelsen, the company that owns Kjeldsen's was acquired by Campbell (the soup company) back in 2013...
Yes in China, but not in most of Asia.... To confuse China with whole of Asia is akin to using "American" exclusively to refer to the United Statesians, which is insulting to 730m non United Statesian Americans.... There are 2.9B Asians outside China. Citroen on the other hand is quite popular across Asia. My estimate would be 20-25% of Asia has heard of Danisa and 75-80 (if not more has heard of Citroen)
[MENTION=63377]renbo[/MENTION] @kwun http://www.euromonitor.com/biscuits-in-china/report Market Size 24B growing at 20% CAGR Mondelez aka Kraft (Oreo) with 14 % share of Chinese market is the category leader in China. Kelsen's worldwide sales from 85 territories is just 180m (https://www.pehub.com/2013/06/campbell-soup-acquire-baked-snacks-maker-kelsen-group). Even if the entire loot is generated from China, it will still be just 0.75% of the China Biscuit Market... Danisa is a pygmy compared to Kelsen. "The Chinese biscuit sector is highly competitive, fragmented and regionalised. Sizeable domestic firms include Dongguan City Golden Fuji Food Co., Fujian Dali Group and Want Want Holdings. South Korean and Japanese companies, including Orion Group and Lotte Confectionery, also hold strong positions. On top of that, there is a proliferation of smaller local or regional players." Most Consumed biscuits in China:-- 1. Oreo 2. Chef Kong 3. Haochidian 4. Garden 5. Jiashili 6. Orion 7. Hsu Fu Chi 8. Pacific 9. Guanshengyuan 10. Qingshi
RedShuttle already established this way back on page 13 in post 212... http://badmintonforum.com/vb/showth...World-Champs?p=2335331&viewfull=1#post2335331
You are right about wrongly calling "Asia" what is in reality "China". One reason for such a mistake is that international company divide their activities in world sector and one of them is "Asia". All activities made in one country of this continent can be refered to as this zone's activity. Thus could call its sells in China as "Asian" activities. I am sure Danisa or other Danish cookies only occupy a tiny proportion of the Chinese cookie market. But this tiny portion could be a great chunk of their activity.
Well atleast China is Asia's biggest country, what if the foreign company is only located in (say) one of Brunei/Singapore/Bahrain/Qatar/Macau/HK/Timor-Leste; would it be fair if they start claiming that "they are immensely popular in Asia" based on them being present in one country? And for any Danish company occupying a microscopic segment in any Chinese or United Statesian category would represent 90% of their total turnover..... BTW Danisa is Indonesian, as has been established in this thread. (just like Kelsen is United Statesian)
anybody noticed that there's a new sponsor name on Pederson's shirt - Royal Dansk? Isn't it under Kjelsen as well?
That is probably the brand they sell in Australia, saw it on one of the advertising boards as well. But yes they belong to the same group ... Btw: it is Kelsen group and the brandname is Kjeldsens.
