Annual Report 2010 - Baltika Breweries

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Baltika Breweries | Annual report 2010
Sales Development
In 2010, the Company’s Sales
Division was re-organized
partly due to centralizing sales
channel management. A separate
department was launched to deal
with key national customers.
Within the division, the regional
sales structures were also
individualized.
In addition, the 1 st stage
of the planned changes
in trade marketing function
was completed and the function
was renamed as “Trade Channel
Marketing.” The transformation
was designed to ensure
a new quality of management
at points of purchase*, based
on a deeper understanding
of buyers’ motivation, and to take
this motivation into account,
depending on specific sales
channels.
The first stage of the
transformation included developing
long-term strategies for each
trade channel, optimizing the
principles and processes of crossfunctional
planning for promotional
campaigns, establishing standards
for the activating brands at points
of sale and training key employees
on new operating principles.
Additional transformation will
involve upgrading buyer relations
and synchronizing the operation
of all commercial functions, as well
as increasing the quality coverage
of activations.
The most recent year was marked
by the addition of a significant
number of non-beer beverages
to the Company’s portfolio.
To introduce new beverages
to the market, a special model
was developed, which ensures the
balanced development of both beer
and non-beer segments.
* The point-of-purchase, or POP is the point where a buyer
decides to buy this or that product, brand or package.
The on-trade channel segment was actively developed,
which led to the Company’s record-breaking
performance — with sales growth exceeding 13 %
in 2009. Employees of the on-trade channel continued
to communicate about the Company’s brands in the
HoReCa segment, by developing new segmentation
of the retail trade, which will improve visualization of the
Baltika brands for the channel’s target consumers.
During the year, 4,316 Baltika employees, including top
managers, participated in “Baltika’s Landing Party” action.
This Program was organized by the Company to assist
“field” employees in the sales department during high
season and to share experience.
On November 2 nd , 2010, the Company received the
“Supplier of St. Petersburg” award for its contribution
to developing the consumer market from the City
Government.