Training case study

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Monin international marketing director Cécile Darthéré.

Caterer Middle East visits leading syrups provider Monin's fourth annual training seminar at The Westin, Dubai, to study the French brand's hands-on approach to educating its Middle East importers about the company's new line of fruit purées.

Session:

Monin's fourth annual training seminar for regional brand representatives.

Cause:

"We have been running this Middle East seminar since 2006 to ensure we foster strong relationships with our contacts in the region and build a sense of team spirit in the region, but this year we are focusing on the new product we are launching: a range of fruit purées," explains Monin international marketing director Cécile Darthéré.

"We're launching a different concept so it's vital to explain to our importers what the product is about and how it offers something new, because it is not the first fruit purée on the market.

"Having them here around the table means we can properly explain its competitive edge, demonstrate the product and actively answer any questions they might have," she continues.

"Of course the big thing is the tasting. Regardless of the innovative packaging we have devised, how the product actually tastes and how it can be served is the main thing. So that's why this seminar is so important - it's all about education."

Darthéré adds that Monin places great emphasis on education.

"We have nine dedicated Monin ‘beverage chefs' around the world and really the added value of our company is that we're not just selling syrups or purée, we're actual beverage consultants or designers. We go to the customer, ask what they need and discuss how we can help.

"So our distributors need to do the same," she explains. "They need to be able to go and analyse what the customer needs, how they could improve operations, then they need to be able to show how Monin can offer this.

Method:

Having kicked off the seminar with a presentation on the product, Darthéré says the aim of the speech was to demonstrate the competitive advantages of the new product - "taste, time and cost".

"Taste because it's at least 51% fruit. We mix fruit and sugar, because you do need to add sweetness to bring out the flavour - sugar is an aroma enhancer. Pure fruit alone will not have that, meaning you need to add something else," she says.

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