Aggressive introduction of new products
Opportunity: introducing Ziploc bags to the Romanian market
There are products that have a high level of value for customers, yet have not been introduced to Romania. Distribution systems are already in place and demand could grow very quickly with a proper marketing strategy. Fast-moving Consumer Goods (FMCG) would be the most likely to experience rapid growth, given the growing consumerism of Romanian people - especially the tremendous appetite for shopping in supermarkets and hypermarkets. The number of hypermarkets is expected to grow by 120% in 2007 (as opposed to 42% in 2006).
One good example is “Ziploc bags”. Simple items people use everyday - but you cannot find them on store shelves in Romania. (I’ve only come across some very poor imitations in the Carrefour aisle - one size only, zippers don’t close, thin plastic, tend to split at the seams.) Energetically introducing quality zipper bags would have the effect of rapidly creating a market.
A good success case study is Ramen noodles. This product was introduced in Romania about one year ago by Rollton and Vifon. The combination of cheap, time-saving food and well-placed advertisements placed in bus stations (urging commuters to recuperate time lost waiting for the bus by fixing a quick Ramen meal) quickly and effectively introduced the product in Romania.
Written by Sara
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