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Home => Importers => Company Mirital "goes into new nichesCompany Mirital "goes into new niches
Yesterday, the company "Mirital announced the start of production of chilled ready meals under the brand" One to One ", which previously made ravioli and dumplings. In Miritale 'interest in new products due to a reduction of profitability in the market pelmeni. The fact that the plant "Mirital in Reutove a new plant for the production of insulated chilled ready meals, told CEO Alexei Frolov. Investment in the project initially was $ 680 thousand, about $ 500 thousand company plans to spend on advertising support for the new product. The new brand will be launched in premialnom segment, the cost of 430-gram packages in retail would be 130-150 rubles. Frolov believes that the project will be successful when the plant for up to 480 thousand tons of finished products per year, half will be loaded. "We have a playground in Zvenigorod, which if successfully launched, the pilot begins to build a new factory for the production of chilled products. Investment in it can make $ 3-5 million, "- notes the director," Miritalya. Alexei Frolov explains launching a new product more marzhinalnostyu segment of chilled ready meals and slower market growth pelmeni. According to him, the margin in the segment of chilled ready meals is 35% and the market ravioli-not more than 20%. In addition, the projected "Miritalya, this year's market growth ravioli in-kind amount to just 2%, while the last two years the growth rate dropped by half. "Dumplings are not a product that is in demand in major cities, its share will decline," - concludes Frolov. The Director-General of Raviollo "Dmitry Slesarev also recognizes that market pelmeni stagniruet. "Now sales are falling all manufacturers pelmeni. Strong sales fell in "Daria": it works below the break-even point. "Mirital" tried to start a brand of "Baba Luba" in the segment of cheap, but it did not go. And expensive brand "one to one" has a very small share of the market, because they decided to engage in a new direction, "- said locksmith. He noted that another reason for decline of sales of major manufacturers - the aggressive policy of trade networks and the increase in sales weighted pelmeni. "Start a new brand ravioli is generally unrealistic: the chances of success he has none. With regard to finished products, we also launched a line of production, but it seems the market for them is not yet available, sales in this segment is extremely small, "- looks locksmith. In recent years manufacturers FMCG liked to diversify its business, going out in the segment of chilled and frozen products, say experts. Thus, the leader of the Russian market ketchups "Baltimore" and the market leader of ice cream "Inmarko began production line of frozen vegetables, pasta producer Altai" Altai "recently launched a pilot project for the production of frozen puff pastry, bread and pizza. Director-General "Baltimore" Milada Gudkova believes that the new product "Miritalya will be market demand. "In the west, this segment is well developed, as well as modern people is running out of time for preparation. The prospects of the product is, this market is evolving and will continue to grow, so if they come to market first, and also with the already well-known brand, the chances of success are high. " And the chairman of the board of directors "Inmarko Dmitry Dokin believes that the reduction of profitability in the market yield pelmeni producers into new segments of the market well-founded. However, notes Dokin segment chilled products technically very different from the "freezing". "The storage, transportation and sale of meat dumplings, as well as ice cream, requires the temperature minus 18 degrees and chilled products - plus two to five. Accordingly, we need other stores, another transport for another shop equipment, "- looks Dokin. Care in any market segment, associated with the freezing would be understandable, but out in radically different segment will "Miritalyu 'ability to use existing facilities in the new draft, thus minimizing the cost of its launch, concludes a chapter on" Inmarko ". Business |
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