Strategy spells success
Sealed Air navigates a cottage cheese product on a spectacular journey from unknown brand to driving engine of one of Kazakhstan’s major dairy product manufacturers
Odary, a new umbrella brand from Agroprodukt in Kazakhstan, and the recently launched Cryovac® EOR211 reclosable film, have succeeded in initiating an impressive business and social revolution. The highly strategic approach to brand and product development adopted by Agroprodukt is exemplary at a global level. Odary cottage cheese, protected by the innovative EOR211 film, has succeeded in transforming established consumer behaviour and in creating sales growth of 30% per month.
(firmenpresse) - A perfectly mapped out journey
The starting point of the spectacular journey taken by Odary cottage cheese was the market of Kazakhstan, the world’s largest landlocked country, covering 2,724,900 km². Prior to the introduction of the Cryovac® reclosable film, all cottage cheese was packed in parchment paper, giving it a shelf life of just three days. Here, Agroprodukt recognized huge market potential through the increase of the shelf life and the possibility of product differentiation through branded packaging. A further motivating factor for the far-sighted dairy specialist was the leading role played by dairy products as a symbolic welcoming gift in a nation characterised by a strong hospitality culture. Using state-of-the-art brand development tools, such as in-depth market research and sophisticated merchandising methods, Agroprodukt successfully began to produce its Odary cottage cheese, safely sealed by the innovative Cryovac® EOR211 film, in June 2009.
Destination success
Meticulous preparation enabled a highly strategic rollout for the new Odary products and this soon reaped rewards. Initially the new product was placed next to cottage cheese in traditional packaging in the stores for customer orientation. A programme of tastings and demonstrations to show the benefits of the reclosable packaging helped consumers to understand and realise the advantages of Odary cottage cheese during their usual shopping trips. The instant increase in shelf life, from three days to three weeks, also solved the challenging issue of product delivery across Kazakhstan. With recorded sales growth of 30% per month, the strategic approach started to pay off fast. Agroprodukt even plans to enter the Russian market with this product and in January 2010 opened a representative office in Russia.
An A to Z package
Sealed Air supported its dynamic customer throughout the launch of the new umbrella brand, based on a five-year relationship focused on cheese products. The customer purchased four new packaging machines to facilitate the brand introduction and Sealed Air conducted dedicated training sessions on the newly installed equipment. In addition, the Sealed Air Department of Graphic Services in Moscow created all the Odary adaptation for printing on the EOR film, ensuring the ultimate in modern product differentiation.
The Odary brand story
The newly launched Odary brand incorporates a broad spectrum of dairy products. This embraces pure cottage cheese, cottage cheese with fruit, sweet cottage cheese snacks, milk and cream. The first step for Agroprodukt when developing the new brand was extensive market research to gain detailed information on the Kazakh mentality, consumer preferences in dairy products and the dairy market segment in general. The name is close to an Oriental girls’ name and was chosen to convey the typical female characteristics of love and care. Packaging design features Kazakh ornaments to highlight the brand’s proud national identity. The careful preparation of the Odary launch, together with the progressive mentality leading to the use of state-of-the-art packaging solutions, has paved the way to rapid success.
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NOTES TO THE EDITOR
MORE ABOUT Agroprodukt holding
Agroprodukt holding was created in January 1996 in the republic of Kazakhstan with the purpose of production of quality dairy products. The first type of product to be produced by the company was sweet glazed cottage cheese snacks. Consumers came to know “Agroprodukt” through this product and still today the company remains the sole producer of this
popular food in the CIS. They have developed three umbrella trademarked brands: Mumunja; ABVGDeijka and Odary – the latter one launched in 2009. All their products: sweet cottage cheese snacks; cream and sour cream, yogurts, milk, cheese, traditional cottage cheese undergo very stringent quality control in order to ensure consistent high quality and
safety. The holding consists of five processing plants (one of which is located in Ukraine), a transport company and a distribution network with its own trading chain.
MORE ABOUT Sealed Air
Cryovac® is a registered trademark of Cryovac Inc., a subsidiary of Sealed Air Corporation.
Cryovac Packaging and Cryovac Food Solutions are business units of Sealed Air and global leaders in innovative flexible and rigid packaging materials, systems and services for a wide range of food applications. In 2006, Sealed Air was voted Best Packaging Company by the industry champions of the world-famous Fortune 1,000 ranking.
With more than 3,000 employees throughout the region, Sealed Air Cryovac in Europe, the Middle-East and Africa (EMEA) operates manufacturing facilities in France (Arc-en-Barrois and Epernon), Germany (Norderstedt), the UK (St. Neots and Poole), Italy (Passirana di Rho), Spain (Buñol), Russia (Volgograd), Poland (Ozarow), Hungary (Újhartyán), South Africa (Spartan) and Botswana (Lobatse). Also located at the Italian site is the Sealed Air Cryovac EMEA Packaging Technical Center. The EMEA Customer Systems Center is located in Root, Switzerland. Packforum®, Sealed Air Cryovac EMEA’s permanent customer care center, is located at Roissy Charles de Gaulle near Paris, France.
Sealed Air is dedicated to permanently improving its environmental performance and strives for safety and environmental excellence, while also ensuring that plastic food packaging is more efficient than ever. The company is actively engaged in source reduction and total material utilisation through recycling or reuse of industrial scrap, otherwise energy recovery through appropriate incineration.
The Sealed Air EMEA website can be found on www.sealedair-emea.com.
Copies of Sealed Air illustrations and photos included in this press release can be obtained in the required format upon request.
For more information, please contact:
Tatiana Dobrokhotova
Tel. 007 495 795 0101
Tatiana.Dobrokhotova(at)sealedair.com
For more information, please contact:
Tatiana Dobrokhotova
Tel. 007 495 795 0101
Tatiana.Dobrokhotova(at)sealedair.com
Datum: 16.06.2010 - 06:23 Uhr
Sprache: Deutsch
News-ID 1016295
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contact information:
Contact person: Angelika Steiner
Town:
Root
Phone: +41 41 349 4593
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