A Savvy Sales Strat­egy

To­day one third of Be­laru­sian meat and dairy prod­ucts is sold in the Rus­sian mar­ket via a com­mod­ity dis­tri­bu­tion net­work

Economy of Belarus - - COMMERCE - Svet­lana PAVLOVA, Econ­omy of Be­larus Mag­a­zine

The Ef­fect of Sum­ma­tion

You will agree that even in Be­laru­sian stores Grodno prod­ucts oc­cupy a spe­cial niche. First of all, they are the most nu­mer­ous as Grod­no­mya­so­mol­prom ac­counts for 30% of the coun­try’s pro­cess­ing in­dus­try. Se­condly, the of­fer­ing range of meat and dairy prod­ucts made in Grodno Oblast is not just wide but also ex­clu­sive. For in­stance, Volkovysk-based Bel­lakt is one of the big­gest pro­duc­ers of baby for­mula in the post Soviet area. It would not be an ex­ag­ger­a­tion to say that sev­eral gen­er­a­tions of the Be­laru­sians and peo­ple from other EX-USSR coun­tries were brought up on these prod­ucts.

The year 2010 was quite suc­cess­ful for Be­laru­sian pro­duc­ers and pro­ces­sors of agri­cul­tural prod­ucts, with the ex­ports go­ing up 40% to ex­ceed $2.2 bil­lion. The Rus­sian mar­ket ac­count­ing for over 90% of the Be­laru­sian food­stuffs ex­ports was more than wel­com­ing in terms of both prices and sales. The com­mod­ity dis­tri­bu­tion net­work com­pris­ing trad­ing cen­ters, dealer and dis­tri­bu­tion com­pa­nies, has surely played an im­por­tant role in en­sur­ing this suc­cess. To­day 128 com­pa­nies are in­volved in pro­mo­tion, sup­ply and sale of Be­laru­sian goods in Rus­sia. In 2010, they ac­counted for 30% of the Be­laru­sian sales there. The ex­pe­ri­ence of the Grod­nen­sky Trade Cen­ter deal­ing in prod­ucts of the Grod­no­mya­so­mol­prom com­pa­nies is an ex­em­plary one.

And fi­nally, this Grodno brand has been a mark of qual­ity guar­an­tee­ing great taste and high con­sumer qual­i­ties. This can be cred­ited to the fact that man­age­ment qual­ity sys­tems of the pro­cess­ing shops are cer­ti­fied to ISO-9000 and some joint stock com­pa­nies have all five in­ter­na­tional cer­tifi­cates is­sued to food­stuffs pro­duc­ers, in­clud­ing HACCP cer­tifi­cates. Supreme raw ma­te­ri­als and efficient farm­ing prac­tices are also para­mount in en­sur­ing high qual­ity of Grodno goods.

All the above-men­tioned fac­tors helped nine dairy fac­to­ries and five meat fac­to­ries that make part of Grod­no­mya­so­mol­prom be­come lead­ing pro­duc­ers and ex- porters of dairy and meat goods. About 60% of the goods are sold abroad, with the Rus­sian Fed­er­a­tion re­main­ing the main strate­gic part­ner of the lo­cal pro­duc­ers. It goes with­out say­ing that the com­mod­ity dis­tri­bu­tion net­work has sig­nif­i­cantly helped to make in­roads in the Rus­sian mar­ket.

But not ev­ery pro­ducer can af­ford set­ting up a dis­tri­bu­tion net­work. Molochny Mir, which pro­cesses 250 tonnes of milk a day and makes over 250 var­i­ous types of prod­ucts, has both re­sources and sup­plies for its own com­mod­ity dis­tri­bu­tion net­work. The same is true for Grodno Mya­sokom­bi­nat, Be­larus’ big­gest meat pro­cess­ing fac­tory with full pro­duc­tion cy­cle. Its pro­duc­tion ca­pac­i­ties al­low pro­duc­ing 2,000 tonnes of meat, 2,000 tonnes of sausages and 500 tonnes of ready-to-cook meat monthly. There are over 400 items (both tra­di­tional and gour­mand meat) on its as­sort­ment range.

Grod­no­mya­so­mol­prom has also small re­motely lo­cated com­pa­nies that ex­port a great share of their pro­duce. For in­stance, Osh­myany-based Sy­rodelny Zavod ex­ports up to 90% of its out­put. In 2005, with a view to co­or­di­nat­ing their ex­port ac­tiv­i­ties 14 pro­cess­ing com­pa­nies founded The Grod­nen­sky Trade Cen­ter.

At first, the cen­ter per­formed mostly rep­re­sen­ta­tive func­tions

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