| COUNTRY PERSPECTIVES
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LEBANON |
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Success story |
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Scandinavian Arla Foods plays a leading role in the Lebanese dairy segment |
'Arla Foods is a Scandinavian dairy company which is present in more than 100 countries worldwide. Our mission is to provide modern consumers with innovative and highly nutritious natural milk-based products. Arla Foods has for decades also served Mediterranean consumers and established leading positions with the strong Danish butter brand LURPAK and cheese/cream brand PUCK. We strongly believe in the great potential of this emerging region.
That is why in 2006 we decided to open Arla Kallassi Foods – a joint venture with our local partner, the Kallassi Group. We felt that a local presence in the market would lead to stronger development of our business opportunities in Lebanon, which has turned out to be true. Lebanese consumers are looking for high quality products as well as naturalness and safety – and these are all key values for us at Arla Foods. We believe we have a lot to offer the Lebanese consumers, and we value the partnership we have sealed with the Kallassi Group, which enables us to enter a booming dairy market, with a great potential.
Being a Fast Moving Consumer Goods (FMCG) market leader in our segments requires an extensive understanding of local consumers. It has been important for us to invest and be active in all marketing parameters both above and below the line in order to communicate with our end-consumers. We are today serving more than 4 000 outlets in Lebanon, from the smallest wholesalers to the biggest supermarkets, directly with our own sales structure.'
Torben Terp Hansen
General Manager, Arla Kallassi Foods Lebanon
To download the booklet "Entrepreneurs’ success stories" Part 1 / To download the booklet "Entrepreneurs’ success stories" Part 2 |
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Ipsos polls the Middle East from Beirut |
Ipsos, the survey and marketing group (EUR 857 million turnover in 2006) has been established in Lebanon since 1995, through the group’s acquisition of Stat, a local company which had been created in 1988. The new entity, Ipsos-Stat, became the bridgehead of Ipsos for the whole of the region. Beyrouth-based Ipsos-Stat is now present, through an integrated network,,in Syria and Jordan as well as in the Gulf States (Bahrain, Kuwait, Saudi Arabia). To illustrate the company’s strategy of regional expansion, Ipsos Stat set up in the United Arab Emirates (Dubai) in 2003.
The strategy of Ipsos, which has its regional management centre in Lebanon consists in offering its range of expertise (marketing studies, advertising and media studies, opinion polls and social research, studies linked to client relations management) throughout the Middle East. In order to achieve this, the group which is listed on the Paris Stock Exchange, works with the local economic players (advertisers, public and public enterprises, media, etc.) and makes the most of the know-how that it practices in thirty countries. As far as the measurement of advertising efficacy is concerned for instance, Ipsos underlines that the products developed and marketed in France (« Baromètre Affichage », « Suivi Télévision Cinéma », « Suivi Impact Presse) are as well available in Lebanon.
The number four company in the world for surveys is happy with the rapid expansion of its activities and in particular with its Lebanese subsidiary in the domain of media and advertising. It has undertaken two major surveys for the audiovisual sector: National Media Analysis and TV Audience Measurement Survey. Ipsos,despite a fragile context in the region, nevertheless benefits from a strong growth rate (with an organic growth of 14% compared with the previous year), which underlines the strong potential of the Middle East markets. |
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