Most local companies in the food sector said that those who lack a promotion-based marketing strategy this year will stand a poor chance of overcoming the crisis. “Preservation and an upward evolution in times of crisis involve substantial budgets to promote and sell less expensively and good strategies,” said Raul Ciurtin, President of the Albalact Alba Iulia dairy producer.
Ciurtin said that only a few large players will continue to benefit from the market’s growth potential. “All the small and medium-sixed processors will exit the market, because they cannot handle the pressure generated by low prices and the low value of consumption,” Albalact’s President added.
“There are two types of promotions at present: “desperation” ones, when companies have no economic calculations, only a need to sell, hoping for a miracle, and one of “calculated” producers, who anticipate future evolutions,” the Vice President of the Angst cold meats producer, Stefan Padure, said.
Companies producing alcoholic beverages, beer, and mineral water are also considering promotions. “The market can drop by as much as 50 percent, but everybody’s priority is preserving market share. Moreover, promotions can help you grow, and sell more,” said Florian Radu, Brand Manager of Unirea, a brand that is part of EuroAvipo’s portfolio, currently developing a campaign based on accumulating points for every purchased item, which can be redeemed for prizes.
The Ciucas beer producer’s goals in the near future include improved visibility countrywide. “This is why we conceived a promotion to help us meet these targets,” said Sandina Olteanu, Brand Manager of Ciucas. The producer is developing a campaign from 15 July and 15 September, which will result in ten Romanians benefitting from a national average salary for one year.
