Medeus charcuterie producer, which registered a turnover worth 25 million euros last year, is set to raise its marketing budget by 20% this year, earmarking 1.2 million euros for product promotion, according to Alina Marcu, the company's commercial manager.
Around 40% of the company's overall production is directed to the major store chains, with Medeus products being present in the all the hypermarkets on the market, with the exceptions of Kaufland and Metro cash & carry stores.
"(...) We are trying to develop the segment of vacuum packaging or controlled atmosphere for non-sliced 200-300g products, a still untouched segment," stated Alina Marcu.
As a result, the company purchased two new packaging machines worth 300,000 euros to boost the production of their packaged products.
According to the Medeus commercial manager, the two lines will be able to cover the entire production, with the company planning to package not only meat products, but also other wholesale products.
This year, the company will launch a new range of products designed to appeal to children.
"The range will be called Liliput and will not include more than five different products (...)," said the company's representative.
Medeus, a company that was set up in 1992, includes around 100 different charcuterie products in its portfolio, with the products mainly targeting the medium and upper segments of the market.
"We manufacture boiled-smoked products, but we also produce several types of dry cured. However, unlike other similar producers in the industry, specialty products make up 60% of our production, with these being our best-selling products," said Marcu.
Medeus intends to build a new charcuterie plant this year, in a location near Chitila. This facility will be developed with the aid of a Sapard programme worth 4 million euros and will have a production area of 4,000 square metres.
The company's representatives stated that they planned to develop a real estate project on the site of the current plant, located near the Crowne Plaza hotel, after the plant at Chitila becomes operational, in the autumn of 2008.
Medeus controls its own distribution activities and holds warehouses in Bucharest, Constanta, Craiova, Brasov, Arad and recently won a tender for a warehousing space in Cluj.
Marcu expects the firm's turnover to increase by 10% this year from last year, to a total of around 27 million euros.
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