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Milan Halada Jindřich Štraser

Milan Halada Jindřich Štraser. Content History of the company & introduction Competitors & consumers Kofola‘s main advantages in the market Country selection Why and where to expand ? Strategy of 4P‘s. 1. History of the Kofola & introduction.

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Milan Halada Jindřich Štraser

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  1. Milan Halada Jindřich Štraser

  2. Content • Historyofthecompany & introduction • Competitors & consumers • Kofola‘s mainadvantages in the market • Country selection • Whyandwhere to expand? • Strategyof 4P‘s

  3. 1. History of the Kofola & introduction • Carbonated soft drink manufactured in Czech Rep. • Established and produced from 1960‘s • Kofola holding a.s. – 2003, after period of decline and lawsuits became leader on soft drinks market • Nowdays 700 employees in CZ, 4 plants of production in 4 countries

  4. 1. History of the Kofola & introduction • Group of Kofola´s company includes: • Kofola Holding a.s., Kofola S.A. - Ostrava (CZ), Varšava (PL) • Kofola a. s. - Krnov, Mnichovo Hradiště, Praha (CZ) • Kofola a. s. - Rajecká Lesná, Senec, Malý Šariš, Zvolen (SK) • Hoop Sp. z o. o. - Kutno, Bielsk Podlaski, Grodzisk Wielkopolski, Varšava (PL) • Megapack - Moskva (RU)

  5. 1. History of the Kofola & introduction Portfolio of Kofola Products: • Kofola Original • Kofola Citrus • Kofola Sugar Free • Special editions – flavouring of cynamon and cherry

  6. 1. History of the Kofola & introduction Portfolio of Kofola´s Products: • RC Cola • Water Rajec • Children drink Jupík • Top Topic and Vinea

  7. 1. History of the Kofola & introduction Ingredients • Kofo syrup - fourteen natural ingredients • Sugar • Karamel • Caffeine • Water • Carbon dioxide

  8. 2. Competitors & consumers Competitors • Coca-cola • Pepsi Consumers • Mainly young people • Middle age (tradition)

  9. 3. Kofola‘s main advantages in the market • Less share of sugar • Less share of caffeine • No contains of phosporic acid • Draught from barrels in pubs - flavour • Lower price • Attractive design • History

  10. 4. Country selection

  11. 4. Country selection

  12. 4. Country selection

  13. Our choice is Ukraine!

  14. 5. Why and where to expand? Ukraine - Pros • Summer (35oC) + • Ukrainians work in Czech and Slovakia • Cheap logistics (train) + new highways • Strategic point in the east of Europe

  15. 5. Why and where to expand? Ukraine - Cons • Logistics only between the biggest cities • High level of bureaucracy • Low number of malls • Taxes and customs • Competitor Kvass

  16. 6. Strategy of 4P‘s - Product Kofola Original • Name of the product converted to cyrillic, • Ingredients translated in Ukrainian, Russian and English language

  17. 6. Strategy of 4P‘s - Price Czech price • 2l of Kofola – 26CZK = 1,01EUR • draught Kofola in pubs – 5CZK/1dl = 0,20EUR Ukraine price • 2l of Kofola – 9UAH = 0,88EUR • Draught Kofola in pubs – 7UAH/0,5l = 0,78EUR (an average wage in Ukraine, in 2006 was 1063.59UAH)

  18. 6. Strategy of 4P‘s - Promotion „If you love her there is nothing to question“ • Bilboards – highways, cities • Television - spots • Radios – spots • Internet – banners • Shops – promotions, gifts • Sponsoring of events, Fashion • Public transport, Cars • Cars

  19. 6. Strategy of 4P‘s - Place Expand to the biggest cities in Ukraine

  20. 6. Strategy of 4P‘s - Place Ukraine main roads

  21. 6. Strategy of 4P‘s – PlaceUkraine main railways

  22. 6. Strategy of 4P‘s - Place • Supermarkets Negotiate prices with local headquaters • Pubs, clubs Approach local breweries to fill up 50l barrels • Events – sports, music

  23. Thank you for your attention

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