Alfred Ritter Gmbh & Co. KG

Created by Sarkis Sarkisyan

SGGW, 2010

The history of the family company

In 1912, the couple, Alfred and Clara Ritter Ritter, opened in Bad Cannstatt, near Stuttgart, a small confectionery factory and began producing chocolate.

(Alfred Eugen Ritter) (Clara Ritter)

1912 First confectionery

Bad Cannstatt

The first company truck1926

Transfer to Waldenbuch (Waldenbuch)1930

The first chocolate-box, square chocolate

1932

1952 The company founder Alfred Eugen Ritter dies at the age of 66 years. Management of the company takes

over his son Alfred Otto Ritter

Alfred Otto Ritter

1972Success in Numbers

Turnover exceeded 100 million German marks. The market share of chocolate bars exceeded 10%.

Third generation 1978

Enterprises pass into the hands of third-generation family: Alfred Theodor Ritter and his sister Marley Hoppe Ritter

1982

Range expanded: in addition to the 100 gram square of the market out a mini-chocolate.

Again, numbers 1998

For the first time in its history, the company's turnover reached 507 million German marks and crosses the border, thus in half billion. The market share of 100 g chocolate bars in the sector of trade in food became 22%.

Visitor Center "SchokoLaden"

2005

Alfred Theodor Ritter takes control of the company and thus continues the family tradition as a grandson of the founder.

2008

Since April 2008, appeared assortment of organic chocolate from the RITTER SPORT.

Yes, yes .... Again numbers and figures!

Don’t forget that we are economists!!!

Annual turnover

2006 - 280 million EU2007 - 290 million EU2008 - 283 million EU2009 - 274 million EU

2010 - 278 million EU

Production capacity - about 60,000 tons / year Produces 25 brands of chocolate bars

Employees:About 800 people

Production site:

Waldenbuch, Germany

Brand is represented in 90 countries

Takes more than 7% of the chocolate business:Germany, Russia, Austria, Great Britain,France, Norway, Holland, USA.

Ritter Sport is very popular in Italy, Denmark and Belgium. The increasing popularity becomes a square chocolate in Russia and Ukraine.

International business

Raw material for production from all over the world!

Investment Projects

To implement the first in its history, an international project to invest in the production company chose Russia.

Production capacity was at the Alfred Ritter on Odintsovo confectionary factory (known under the brand Korkunov) from 2004 to 2008.In Russia, the official dealer is "Rittersport Chocolate" Moscow

Principal Competitors: Kraft Jacobs Suchard; Nestlé Deutschland AG; Cadbury; Lindt & Sprüngli; Hershey Foods Corporation; Ferrero OHG mbH; Stollwerck AG.

The main business strategies

1) Expansion of existing markets - communications strategy

2) Strategy of penetration into new markets3) Maintaining the prestige and credibility of the

company, brand Ritter Sport, in particular – branding

Alfred Ritter himself stresses that the companyprefers to invest in the quality of products ratherthan marketing and advertising, as do its competitors.

Branding as a main business strategy of Alfred Ritter Gmbh & Co. KG

• Deliver differentiation: brands highlight a difference even were is no difference – RS differentiate from other brands by referring a high quality, a convenient package format (square) and sporty and healthy lifestyle

• Create homogenization: grouping a product in product category by giving to customers high quality product, organic chocolate and social responsibility

• Being individual and outstanding: RS has only one product – square chocolate. It’s a family company.

• Having high value of brand recognition: fast and define recognizable: unique colorful package of RS chocolate is very easy to recognize

• Offer additional value: product carries a value promised by the brand. And manufacturing in Europe ensures that

Needed to remember

Thanks for attention!!!

Sincerely yours,Sarkis Sarkisyan