Marketing policy of Ridna Marka of Group Companies is aimed at conquering and maintaining leading positions on the domestic market and also gradual expansion on the international markets, primarily of the EU, CIS and North America.
Today, of Ridna Marka of Group Companies actively creates, develops and promotes its own trademarks and product for end consumers, focusing on B2C (Business to Customers) market. The basis of positioning the corporation on the domestic market is leader in the sphere of innovations, qualities and range of assortment of the manufactured goods.
The key elements of the marketing strategy of Ridna Marka of Group Companies include:
- Ensuring high quality of products through introduction of quality control systems and production safety systems by world standards ISO, GMP, HACCP and others.
- Attacking marketing – conquering a large share of the market in each product category and active marketing support of all its brands.
- Building effective logistics system and active sales policy on the territory of the country.
- Maintaining a considerable share on formed and stable markets and also appearance on dynamically developing markets with own new products.
- Monitoring and analysis of the best ideas, new products and technologies, which have been created and are used on the foreign markets of food products with their possible adaptation and introduction in Ukraine.
Also Ridna Marka is working continuously on improvement of popularity and demand for its brands among consumer actively implementing brand-marketing support of all its products:
- During just one year (2006), two large scale advertising campaigns were conducted for re-positioning of TM Mriya and presenting TM Kristall on the market and also 2 targeted PR campaigns for TM Weissbier Etalon and Fruit Beverage Lisova Yahoda.
- All most popular channels of communications, including TV, outdoor advertising, press, radio, Internet, were used in advertising and promotional campaigns of the corporation.