Mace­do­nia’s Al­ka­loid re­lies on strong prod­uct port­fo­lio to fuel ro­bust ex­pan­sion

Top 100 See - - See Top Industries - By Valentina Dim­itrievska

Al­ka­loid closed 2011 with a 7.0% rise in its con­sol­i­dated profit. What are the main fac­tors for be­ing prof­itable and suc­cess­ful?

I re­mem­ber back in 2005, when I was a di­rec­tor of Al­ka­loid’s PC Phar­ma­ceu­ti­cals, we set a team goal for achiev­ing to­tal sales of 100 mil­lion euro, which from that per­spec­tive seemed un­reach­able. Now, I am pleased to say that in 2011, at the com­pany’s 75th an­niver­sary, we achieved con­sol­i­dated sales of some 110 mil­lion euro, which is an an­nual growth of 14% and a dou­ble in­crease over 2005. Last year, Al­ka­loid’s sales on the do­mes­tic mar­ket rose by 12% while con­sol­i­dated ex­ports in­creased by more than 14% to over 64.1 mil­lion.

Our suc­cess is based mainly on the qual­ity of our prod­ucts, the high-qual­ity staff we have, the brand of Al­ka­loid as well as in­di­vid­ual prod­uct brands that have been built for years by the gen­er­a­tions be­fore us. Dur­ing my fiveyear CEO man­date, Al­ka­loid re­mained con­sis­tent in pur­su­ing the goals of main­taing the ten­dency of growth on the do­mes­tic and ex­port mar­kets, find­ing a bal­ance be­tween growth and liq­uid­ity, strength­en­ing the mar­ket po­si­tions, ex­pan­sion of prod­uct port­fo­lio and build­ing new part­ner­ships and new forms of co­op­er­a­tion.

Al­ka­loid’s port­fo­lio in­cludes teas and cos­met­ics. Which seg­ments of op­er­a­tions are you fo­cused on? What will be your de­vel­op­ment pri­or­i­ties?

Phar­ma­ceu­ti­cals is our main business seg­ment into which most of our in­vest­ments flow. Al­ka­loid’s drug port­fo­lio con­tains over 140 types of prod­ucts and over 344 phar­ma­ceu­ti­cal forms. The lead­ing phar­ma­ceu­ti­cal brand is Caf­fetin, which this year marks 55 years of ex­is­tence, and which, ac­cord­ing to many cri­te­ria, is one of the lead­ing Mace­do­nian ex­port brands.

With over 10 bil­lion tablets sold so far, Caf­fetin has be­come a syn­onym for a pain-killer. Con­sumer aware­ness of the brand urged Al­ka­loid to de­velop new prod­uct ex­ten­sions for new in­di­ca­tions. The first in the line was Caf­fetin Cold, fol­lowed by Caf­fetin men­strual and Caf­fetin Cold with nat­u­ral vi­ta­min C. The lat­est, non-tablet ex­ten­sion is de­signed for cold and flu in­di­ca­tions, Caf­fetin Cold-max bags pow­der whose de­vel­op­ment has been worked out for three years in co­op­er­a­tion with a for­eign part­ner.

The OTC line, the car­diac med­i­ca­tions, drugs that act on the cen­tral ner­vous sys­tem and cephalosporin an­tibi­otics are the four main lines on which the com­pany's growth strat­egy is based. We also pay spe­cial at­ten­tion to the ex­pan­sion of our prod­uct port­fo­lio with new, ef­fi­cient, safe, high-qual­ity and priceaf­ford­able drugs from our own pro­duc­tion line or through li­censed col­lab­o­ra­tions. The list of global phar­ma­ceu­ti­cal com­pa­nies that have cho­sen Al­ka­loid as proven and re­li­able part­ner, is con­stantly ex­pand­ing.

Botan­i­cals is another com­ple­men­tary seg-

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