Produkty Pitania company: new development strategy
— 2005-03-15 —
The seventh annual International Prodekspo Exhibition that took place in February in Moscow awarded Produkty Pitania, Russia’s convenience foods market leader with its own production facilities in Kaliningrad, two high-grade medals – gold and silver - within Best Product - 2005 Contest.
Today Produkty Pitania Company is the undisputable leader on the Russian frozen convenience poultry foods market. The medals recognized the growth in Zolotoy Petushok products sales. Russian consumers are used to receiving high quality products with perfect taste for affordable price with this trademark.
To satisfy sustainable consumer demand from 2000 to 2004 Produkty Pitania launched three production facilities. Production volume grew 32% last year. After the fourth plant is launched by autumn of 2005 production capacity will further expand to about 600 tons a day.
“The 2005 development strategy assumes further expansion of production and Zolotoy Petushok brand promotion,” says Produkty Pitania President Stefano Vlahovich. “The first stage objectives were construction of a processing facility and creation of technologic facilities that are unique in Russia. The second stage that started early in 2005 will promote our Zolotoy Petushok most demanded trademark across Russia and CIS.”
Zolotoy Petushok has all the potential to become a truly national brand.
The list of new products introduced in 2004 includes stuffed meat balls (cheese with greens, cheese with ham), and Cordon - Blue of chicken. These Zolotoy Petushok courses, which are served with vegetables and light sauce, provide a nutritious lunch for the whole family. Appetizing cheese sticks (introduced in 2005) will please gourmets as the exquisite French-style treat to wine. The salty taste of these sticks is also perfect for beer. Cordon Blue is a perfect choice for a celebration dinner. These very products – Cordon Blue and Cheese Sticks won gold and silver accordingly at the XII International Prodekspo-2005 Exhibition.
To achieve the strategic objective of further expansion on frozen convenience foods market the company decided to gather several product groups under the single Zolotoy Petushok trademark. Marketing experts of the company have developed a program to promote this brand.
Background
Produkty Pitania is the largest manufacturer of frozen convenience poultry in Russia.
The company was founded in 1994 by European Bank of Reconstruction and Development (27.5 % of shares) and private Croatian entrepreneur (72.5% of shares). Construction of the first plant began in 1998. Today Produkty Pitania is a set of powerful industrial facilities. It distributes products across Russia and CIS countries.
In 2004 the company introduced 11 new products of various categories - not only from fowl, but also vegetable dishes, high-grade ready dinners, snakes.
The president of the company, Stefano Vlahovich, is a citizen of Croatia. He was born in Italy. His educational background is in Economics (University of California). Also he completed a management course at University in Palo Alto (California). He has 10 years of experience working in Russia. In 1993 he was among top-managers of Omnia Nuova Company (Moscow Representative Office). Since 1995 he has been CIS Director for Tyson JSC. Since 1997 he has been President of Produkty Pitania Company
Alina Belova