andMozartkugeln

byClarissa Moser

Angelika Kuchinka

The birth of the Mozartkugel1890 invented by the master confectioner from Salzburg, Paul Fürst

Named it after the city‘s great musical genius Wolfang Amadeus Mozart

Mozartkugel is a type of ball-shaped chocolate-coated confectionery, consisting of a core of pistachio – and almond-marzipan, with two outer layer praline cream coated with bittersweet chocolate

Paul Fürst failed to take out a patent on the name „Mozartkugel“ and so it gets often imitated from other confectioners

Brands

Original Salzburger Mozartkugeln: Produced by confectioner Fürst by hand

Real Salzburger Mozartkugeln:Produced by Mirabell Enterprise by industrial method

Mirabell Enterprise

• Is one of the traditionally-minded brands in Austria and with distance the market leader on the domestic Mozartkugel-market

• Previous it was a branch of the Rajsigl Company, a traditional Salzburg sweet factory

• After the Second World War began to develop independently

• 1948 Mirabell moved to Gröding and the basis was created for the Mirabell brand

ProductionThe manual process was not suitable for satisfying the huge increase in demand and so transformed its original manufacturing process into an industrial method.

14 working stages & a manufacturing time of 2 1/2 hours

Mirabell produces:•A year more than 90 million Mozartkugel•Exported to over 30 countries•Since 1945 the company produces altogether 1.5 billions Mozartkugel

Mirabell is a subsidiary of Kraft Foods Austria Ltd

Other products

The company also makes similar confections:

• „Mozarttaler“ (coin shaped chocolate with similar ingredients)

• „Mozart Chocolate Bar“ (a delicious composition of milk chocolate, refined praline creams and delicate cream of marzipan)

Quality

Mirabell doesn‘t use:• Preservative• Colouring• Synthetic essence

The first company in Salzburg and the first food manufacturer in Austria to be ISO-certified in 1991.

Advertising

• Mirabell advertises principally indirect

• Sponsoring: Main sponsor of the International Mozarteum Foundation

• Mozart Year 2006: Intensifying of arts sponsoring activities

• Supporting of several cultural projects

Cultural Projects in 2006

• Main sponsor of Mozart’s Birthplace:– American artist has redesigned the original apartment

of the Mozart family - a new exhibition concept

• Roll on Mozart– 80 “art globes” are creatively designed– Mirabell has taken on the patronage for five globes– Exhibition in Salzburg– Now the globes are going on tour

Other advertising measures

• EU-Presidency 2006– „Official Partner of the EU-Presidency“– Support of the Federal Department for foreign

affairs

• Promotional gift

• TV-Spot“So round only tastes the real one”

Competition• Main competitor is „Reber speciality“

– German company– „Real Reber Mozartkugel“– Daily production about 500.000 Mozartkugeln– Export in 40 countries– Market share in Germany about 90%

• In contrast Mirabell:– „Real Salzburger Mozartkugel“– Daily production about 450.000 Mozartkugeln– Export in 30 countries– Market share in Austria about 80%

Other competitors

• Fürst: Original Mozartkugeln– Austrian company– „Original Mozartkugeln of Salzburg“– Handmade production– 1.5 millions Mozartkugeln a year

• Two other Austrian companies:– Hofbauer– Manner

Thank you for your attention!!!