Subject: Kelly Olsen Update -- November 2003
Date: Wed, 03 Dec 2003 23:41:15 +1000
Hi everyone,
I've spent quite some time reformatting it so that it displays nicely at plain
text, so enjoy.
It is VERY long, but quite interesting. If you need to, save it for when
you have time to read it. Better still, keep it regardless. You may want to
refer to it in the future.
Bye for now,
Charles
Global Update from Kelly Olsen
November 2003
Ia’Orana Everyone,
Our year is winding to a close. In this update, I will be reporting to you the
October Sales numbers and begin a new 3 part training update designed to not
only keep you up to date on what we have accomplished this year, but also set
the stage for the coming year. I have pondered much on our past accomplishments
and, like you, am awestruck in the legacy we have laid down already. To my
knowledge, no other organization has ever built a company as large, broad and
strong as Morinda/Tahitian Noni International in such a short time and on the
strength of one product. You can be assured that what we have set in motion
this year will be followed up in greater strength and breadth next year. In the
next three monthly updates, I will cover the following topics:
This current update: I want to emphasize to you the strength of our brand and
the way this strength will open doors of opportunity for us.
Part 2. Next Month: I will recap 2003 for you with great detail. In this
update, you will receive the entire yearly report in data and some hints about
how the trends foretell a great year for 2004.
Part 3. Finally, in the following month, I will present to you some very
important information on how you can create a personal business and income
strategy for the coming year. With the advent of our International Leadership
Conference in March, I guarantee you that whatever image you have of the future
will be overshadowed by our vision presented at this conference. My purpose
will be to share with you some important strategic objectives of our company for
2004 and how you can take full advantage of them in your business.
Before I get into the heart of this training update, I want to give you a report
for October.
October 2003 set a new global monthly sales record:
$41,450,000.00 USD
This makes 10 months in a row (every month this year) that we have blasted last
year’s monthly totals. Everyone judges (rightfully so) real growth by what is
happening in the US market since the US market was our first market and is our
most mature. Well, in 2003 we have grown every single month. We have exceeded
last years total year to date figure and every monthly figure by a very
significant percentage. November looks to do the same in even a more dramatic
way. By the time final November numbers are available, they will show us
beating November 2002 by nearly $5 Million USD. The wave is here.
Building a successful brand and how it will affect our future.
Now, you know how I like to draw comparisons between TAHITIAN NONIä Juice and
Coca Cola. Coca Cola Company’s annual sales is around $20 Billion USD. This
ranks them as not only the most recognizable brand in the world, but one of the
largest companies in the world as well. Something to consider though: Coca Cola
manages over 200 brands worldwide. Within each brand are dozens of different
packaging units (bottles, cans, different sizes, fountain dispensed vs. packaged
and so on). If you were to break their sales down to sales per year for
eachbrand and then further break it down to an individual size or package, you
would find something pretty amazing. TAHITIAN NONI Juice, sold in its familiar
1 litre bottle would be among the top 3 or 4 selling products in the entire Coca
Cola product line. This would also place it among the top 10 best selling
individual products in the world. Think what we have accomplished with TAHITIAN
NONI Juice in one size and one method of distribution. In this context,
TAHITIAN NONI Juice would have very few peers and be no doubt a world-class
performer.
When we do research like this and make this kind of comparison, it further
illustrates the unique nature of TAHITIAN NONI Juice. A couple of years ago, a
company in the US called So Be made big waves in the market. They were one of
the successful new healthy beverage lines. The company was sold to Pepsi who
now markets the products. So Be does not have a single product that even comes
close to TAHITIAN NONI Juice in sales, and in fact, TAHITIAN NONI Juice, by
itself, outsells the entire brand with its dozens of products.
We talk a lot of brand building and brand management. I want to share with you
a document that we have created internally that we use to manage and communicate
our brand and make sure that all of our communications, promotions, sales
presentations etc. are united in telling our story. This is the document that
our marketing department uses and all writers, creators, presenters use to make
sure our message gets to the world correctly. I have left off parts of this
document that are confidential and/or proprietary. This is in essence the story
of TAHITIAN NONI Juice:
Brand Message
The Tahitian Noni Brand stands for history, authentic, quality, science, true
benefits, wholesome and pure, quality, original, unique, well supported, care
and dedication.
The Tahitian Noni brand was built by a single product: TAHITIAN NONI Juice.
This product was the result of years of discovery and research. Until
introduced in 1996 in the form of TAHITIAN NONI Juice, noni was a little known
fruit found mainly in the tropical islands of the South Pacific. French
Polynesia was discovered to be the ideal source for noni due to the high quality
of the fruit, the purity of the environment and the abundant supply of noni
trees that thrive naturally in this unique environment.
Morinda, Inc. was incorporated in 1995 for the purpose of bringing TAHITIAN NONI
Juice to the market and began selling operations in July 1996. Quickly,
TAHITIAN NONI Juice began to rewrite sales records. Today, TAHITIAN NONI Juice
is among the top 10 brands of juice beverages worldwide in terms of dollar sales
and is perhaps the best selling healthy juice beverage in the world. In 2002,
Morinda established Tahitian Noni International as the sole and exclusive source
of TAHITIAN NONI Juice and Tahitian Noni Products. Tahitian Noni International
is the marketing and distribution company under the Morinda family of
businesses.
Morinda/Tahitian Noni established a strict standardised harvesting and
processing method that was the first of its kind in the world for this kind of
product. Key elements of this standardised method are:
1. All fruit is harvested by Morinda/Tahitian Noni trained personnel.
Morinda developed the first certification program for noni harvesting
that is still the only program of its kind in the world.
2. Using this revolutionary harvesting method, all fruit used in TAHITIAN
NONI Juice can be traced back to the island where the fruit was harvested
and to the very person(s) who harvested the fruit.
3. Morinda established the first standardised quality assurance process for
a noni juice product. This process incorporates 6 inspection and
verification steps:
a. All Fruit is inspected by trained harvesters
b. All fruit is inspected by trained handlers prior to shipment from the
source island to the processing facility in Tahiti.
c. All fruit is inspected prior to processing in Tahiti
d. Processed Tahitian Noni Puree is inspected at the processing site prior
to shipment for final processing.
e. All additional flavour system ingredients are tested for purity and
quality before final processing.
f. Final product is tested and screened in two separate procedures for over
400 different contaminants. The standard for TAHITIAN NONI Juice is
among the highest in the food and health product industry. No other
beverage is more extensively tested for purity and quality.
4. Noni fruit used in TAHITIAN NONI Juice is harvested in the wild. It is
pure and natural. No chemical fertilizers or pesticides are used in any
way on Tahitian Noni.
5. Morinda uses only fruit grown in French Polynesia. This is the best and
most abundant source. No substitutes and no exceptions. The soil, water
and air in French Polynesia combine for the perfect environment to grow
the perfect noni fruit. Morinda tests the soil of every source island to
ensure our high standards are met.
6. John Wadsworth and Stephen Story discovered the proprietary processing
method used by Morinda/Tahitian Noni. No other company has access to
this process and it has never been successfully duplicated.
7. The final formula for Tahitian Noni is a Trade Secret of Morinda/Tahitian
Noni. Only natural and pure ingredients are used and nothing artificial.
Tahitian Noni’s flavour system formula is designed to augment the
benefits of pure noni. Interesting note: All current research is being
conducted on the final product, TAHITIAN NONI Juice, not simply noni.
8. In order to satisfy a growing market and maintain quality standards,
Morinda/Tahitian Noni has invested heavily in manufacturing and research
facilities. The largest lab in the world dedicated to noni research is
among these facilities along with a state of the art processing and
bottling plant. A new, state of the art, processing facility is under
construction in Tahiti at present (2003).
Morinda established a unique relationship with French Polynesia. From the
beginning the Tahitian Noni project has been viewed as mutually beneficial for
Morinda, Inc. and French Polynesia. Morinda has received cooperation from the
ministerial level, principally the Ministry of Agriculture and from the
executive level. Morinda operates harvesting operations on nearly 100 islands
in French Polynesia and over 3,500 individuals receive income from the
harvesting, handling and processing of Tahitian Noni and related products as
well as administration of Morinda’s Tahiti Operations. Additionally, millions
of dollars have gone to suppliers, vendors and contractors who supply support
services. Employment has been enhanced, income flows to those in the most
remote islands who badly need a cash source, Tahiti has become more widely known
through the promotion of TAHITIAN NONI Juice, Tahitian Culture has been enhanced
and regional pride has increased as a result of bringing TAHITIAN NONI Juice to
the world.
Role of Research and individual researchers. From the beginnings of Morinda’s
story, research has played a vital role in identifying the specific interest in
TAHITIAN NONI Juice. Specific Benefits have been identified through research,
historic benefits have been verified and documented and additional applications
have been discovered. Morinda/Tahitian Noni maintains the most complex and
complete research laboratory exclusively dedicated to noni research in the
world. Additionally, Morinda/Tahitian Noni has developed and funded research by
independent scientists whose work has been published in some of the most
prestigious peer reviewed journals.
Here is a brief summary of the research published and unpublished completed and
in process on TAHITIAN NONI Juice, and its components:
Satisfied Customers: TAHITIAN NONI Juice is used and enjoyed by customers from
over 60 countries worldwide. Customers from every culture and background have
found the benefits of Tahitian Noni to be life enhancing. Reorder rate for
TAHITIAN NONI Juice is astonishingly high and has set new standards for a
healthy juice beverage. The basis for the success of Tahitian Noni is the
growing base of satisfied customers who tell their friends and share their
stories.
History and Culture: Tahitian Noni is a direct derivation from the historic use
of noni as a health supplement and local natural medicine. Noni has been known
and used by Polynesians for over 2000 years and passed from generation to
generation, village to village and island to island. Originally, colonists
traveling from their home base of the Society Islands transported noni from
island to island. These colonizers would load their canoes with materials and
plants (sources of food and medicine) vital to establishing a new village on a
distant island. Noni was prominent among the plants taken from island to
island.
Clean Industry: The unique geography of TAHITIAN NONI Juice begins in perhaps
the most pristine and pollution free environments in the world. The goal of the
Founders of Morinda/Tahitian Noni was to produce Tahitian Noni in much the way
it has been prepared for thousands of years and to maintain the unspoiled nature
of the source islands. Creating this industry that met some significant
economic needs in French Polynesia while leaving the environment undamaged and
unpolluted was a very important part of the story of TAHITIAN NONI Juice.
TAHITIAN NONI Juice is the ultimate clean industry.
Logo and brand identity: In 1996, the Founders of Morinda approved a logo
design that would become the icon for not only the product, TAHITIAN NONI Juice,
but for the company as well. The logo, which contains a wood cut illustration
of a Tahitian man blowing a conch shell, pays tribute to the richness of the
Tahitian Culture. The blending together of sky, sea and soil are symbolic of
the elements needed to produce Tahitian Noni. The Tahitian is employing a
common means to alert his village of an important announcement. A herald to the
world. This identity with the simple words Tahitian Noni carries with it the
essence of the story of TAHITIAN NONI Juice.
Jack Trout, leading expert in brand marketing, declares that to be successful in
today’s world, you must differentiate yourself. When we first began, we knew we
would be copied, over and over again. Do you realize that in the first 20 to 30
years of Coca Cola’s existence they endured the most outrageous attacks: people
claiming to have the real Coca Cola formula; individuals or companies that
pirated their logo, trademarks, copyrighted materials; internal employees that
abandoned their ethics to try to get a piece of the action and so on. They
invented the market and became the biggest target. Through it all, though, they
grew. Despite the attacks, the piracy, the bad acts of so many, they continued
to grow. This is our inspiration.
When you read this document, please consider the depth and breadth of our brand
message. Some think that brand building is putting a name on a T-shirt or a
zippy looking website. Brands that are built like this never last and are
doomed to become one of the many statistics. Our brand begins on an island with
people we know and train. It goes back thousands of years and is as current as
a new discovery by Dr. Mian Wang from the University of Illinois. When you read
this document, think how hard it would be for anyone to copy what we have
built. This is how we meet the competition. This is the heart of our
partnership. Telling the story. Consumers may see a noni product on a store
shelf. Where did the idea that noni is good for you originate? From Tahitian
Noni International, not that store and certainly not that company that put that
product out. Where did people first hear of noni? From Tahitian Noni
International, no one else. The only reason any of them are in business today
is because of what we did and continue to do. We tell the story, we do the
research, we build the brand. No one else has a story without ours; no one else
has a market without ours. Get the picture?
How do we meet the competition? We tell the story that you just read. We
protect our brand and build it. And we expand that brand. Think what Coca Cola
has been able to accomplish because of the brand they built. I want you to know
that our brand will take us to the stars. Doors of opportunity, new income
streams, new businesses, new markets will open to us, not because we copied
someone, not because we have a cool looking T shirt, but because we have built,
in 7 ½ years one of the strongest brands in foods in the entire world. Our
business is secure and our future is bright and you better believe it.
Some of the biggest companies in all of Network Marketing are genuinely
struggling because they did not learn this marketing lesson. I look at the
aimless path they are on and am so grateful to be a part of the next emerging
giant of networking. We have become one of the giants and will become the giant
among giants as the future unfolds.
The year is drawing to a close. We are in the final month. This is not a time
to coast. Activity that you put into place today and this month will give you
so much more the advantage in the coming year. In the next couple of updates,
I’ll share with you a vision of the coming year and coming years that will build
your vision and create in you a sense of urgency. Be safe. Find happiness. My
partners and I wish the best for you and for your families. We are entering a
time of the year when we all contemplate our lives a little more closely and
those things in our lives that are meaningful. Catch the vision of what we can
accomplish together in the lives of millions.
Best Wishes Always,
Kelly Olsen
President, Tahitian Noni International
--
Charles & Kerri Green
http://gold.nonilead.com
"ANY Questions, ANY Time, Just Ask!"