"We expect our domestic turnover to register an over 20% increase this year and our various market segments to experience steady growth," said Tomasz Pawlowski, general manager of Mars Romania.
Polish-born Tomasz Pawlowski came to the helm of Mars Romania around two months ago, after he worked as Mars sales manager for the Baltic states.
The company's development strategy also entails the expansion of its current portfolio, which includes chocolate bars Mars, Snickers, Twix, Bounty and Milky Way, as well as pet food brands Whiskas, Pedigree, Chappi and Kitekat, and also sauce brands Uncle Ben's and Dolmio. "Apart from several similarities that are shared by Central and Eastern European markets, I believe each market is specific, which must be considered when a company devises its local strategy," added Tomasz Pawlowski.
One of the first things that the manager noticed on the Romanian market is the high growth rate on segments where the company is currently present.
The pet food market is forecast to grow by 15-20% this year, against 2006, whilst the chocolate bar market is expected to see a higher growth rate (20-25%).
"Our customers display dynamic behaviour when it comes to consumption," added Pawlowski.
This year, the American company Mars, one of the leading producers of candy bars worldwide, unified its corporate brands under the single brand name Mars, which led to Masterfoods Romania being renamed Mars Romania.
At present, Mars does not have any production facilities on the Romanian market. The company representative explained Mars will wait for the market and for its sales (on the segment where the company operates) to increase to the desired level, in order to justify investments in a local production facility.
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