6. 2 400
500
900
350
450
Sugar Grain Flour
Annual volumes, 1000 MT
Low price segment
Medium
Extra Margin, Rur /kilo
Markets have different extra
margin for branded products
7. Granulated white sugar
Market is price sensitive,
non-branded
for consumers it is
important only:
Low price
White color
And no lumps
9. Flour
Market is divided into price
sensitive and branded
Any housewife can go to another
store for the brand, which she
trusts
10. There is huge opportunity
in consolidation of supplies to retail
14%
73%
Sugar
6%
44%
Flour
22%
79%
Grain
Share ofТОP 3 suppliers
in Russia and USA
There is no pan Russia players in the markets
There are no common suppliers across the markets
11. Packaging can be used as advertising
media
The right one communicates with the
housewife when she holds it
12. The difference in ordinary and branded film - 10 cents per pack
In sugar we were the first to use package, which stands on a shelf,
rather than lies as a pillow
Investments — 10 cents per contact
13. This 10 cents we took from the film
Reliable and economicalPacking with “tongue” often tear
People anyway pour cereal in the pot
14. And buyers on top order
flour and grain
You do not need to sell sugar
At market price it is placed on
the shelves as commodity
without efforts
24. before promo after promo
Sales uplifted by 10 times
For new brand “deep discounts”
boosted both sales and awareness
25. Only complex of actions
drove to sales result
The key action was that all directors
had volume target on top of their functional KPIs
Lean manufacturing
Logistic optimization
Reposition of the project
Internal communications
Effective process
If you have a problem with the cost –
marketing will never help
26. One operator per one
production line
One operator per two
production lines
The target was leadership
in cost effectiveness
