Russia: Efes Russia plans to increase sales of Krasny Vostok by 100%
Efes Russia brewery plans to upgrade its market share in Russia from 10% to 15% through better sales of Krasny Vostok brand. Efes puts a strong emphasis on the patriotism of Russians rather than on the improved taste of the “resurrected beer”. According to the company’s marketing service, Krasny Vostok beer is designed for those who love their country and don’t forget that Russia used to be a super-power. Their target consumer is a patriotic man of middle age with stable but not high income.
General Director of Efes Russia, Turgul Agirbash said: “We’ve already started to invest in production capacities and by the end of the year we estimate these investments will range from US$3 to US$4 million. The sums will be assigned to productions use and technological aspects of modernizing the breweries. If we add the marketing support to the brand, this figure may progress two or even three times.”
Agirbash added: “At this moment, Krasny Vostok covers 25% of our brand portfolio in. By 2007 we plan to advance it to 50%. It is hard to provide you with forecasts of sales of Krasny Vostok but we hope to increase sales by 100%. Of course, it is upon the consumer to make a choice and we will strive to stimulate as much as possible consumers to try our new product. We believe Krasny Vostok will redeem its celebrity and will be a national pride as it once used to be.”
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