Petro Poroshenko and his Roshen move in Poland – Puls Biznesu

Roshen Europe (CoE), a subsidiary Roshen Confectionery Corporation, one of the largest manufacturers sweets in the world, belonging to Ukrainian President Petro Poroshenko , registered in Poland. A few weeks ago, he is looking for employees, including specialist. customer service, regional sales manager, sales representative, key account manager and accountant-analyst.

– Within five years we want to be one of the top five players on the Polish market. We watch carefully what they are doing Wawel Castle, Wedel, Colian and Mieszko – says Artur Martyniuk, president of RE in Poland.

Time and cost

– The entrance to the Polish sweets market with the brand virtually unknown to consumers is a very costly and time-consuming process. Poland is a competitive market with strong national and international brands. Much depends not only on financial investment but also portfolio of products – says Maciej Herman, director of marketing and sales at Lotte Wedel. Despite this movement Roshen it is not surprising.

– probably in trouble factories in Russia and the political situation in Ukraine prompted the company to seek new markets that would rebuild the lost sales – says Maciej Herman. Roshen boasts of producing more than 320 kinds of sweets – the bars, the chocolate, jellies, caramels and waffles on biscuits. It has plants in Ukraine, Lithuania and Hungary.

Until recently, still manufactured in Russia and exported to that market. The Russians, however, have introduced a ban on candy company and, among others, for this reason, its sales fell last year by 25 percent. (Vs. 2012.). For this Russian giant plant has recently been taken over by the authorities there.

– Polish consumers are open to new ideas, and a large international company definitely has a sizable clout. The question is how Poles associate Ukrainian sweets – if you are sure of the quality, not cheap products – adds one of the industry experts wishing to remain anonymous, noting that the perception does not necessarily correspond to reality. Roshen is not afraid.

– Within 12 months we want to build a solid distribution. Then it’s time for a marketing campaign. Our products are already in the two retail chains, negotiating with more. We are also interested in the traditional channel input [small, individual shops - ed.]. Expanding the portfolio of products available in Poland – for the time being we sell, among others, caramels and jelly beans. Then join them chocolate products – says Artur Martyniuk.

Poland is not quite pristine Roshen market. For several years working in Yaroslavl company that sells candy company, although not owned by the group.

Expectations and financial realities

Petro Poroshenko , from candidate last year for president, promised that after entering the policy of selling chocolate business. That has not happened. Reuters among potentially interested Roshen Asian exchanged Lotte group to which it belongs Wedel.

I recently wrote about the interest Bloomberg Nestle, arguing that the transaction has not been, among others, due to excessive financial expectations of the owner. A report published in March this year ranked Candy Industry groups see a drop in revenues of over USD 1 billion to USD 800 million, resulting in a weakening position in the ranking by two places.

This year, according to representatives of Roshen announced, cited by Bloomberg, revenues will not exceed $ 500 million. The forecast does not include sales in Russia, so far the main market for Roshen, now known as “too unpredictable.” Despite the hassles company announced investments worth $ 50 million – mainly in new production capacity.