BACKGROUND

Consumers Sklo Zorya is a modern producer of flint glass packaging products for the food and beverage industries based in the village of Rivne, Ukraine. The plant was established by Consumer Products International (CPI), a multinational Canadian glass manufacturer, with equity participation by the European Bank for Reconstruction and Development. 

 

In August 2001, NAVIGATOR was engaged to implement a comprehensive strategic audit and sector survey of the company's sales performance, product range and profitability mix. 

 

OUR SERVICES

Two NAVIGATOR consultants implemented a four-phase project:

  Review of sales performance, including segmentation, customers and profitability;

  Secondary and primary research into the Ukrainian and Russian food and alcoholic drinks sectors;

  16 customer interviews in Ukraine;

  7 customer interviews in Russia.

The project included on-site work in Kyiv as well as interviews in Moscow, St. Petersburg, Vinnitsya, Nova Kahovka, Simferopol, Donetsk, Kharkhiv and Sumy. 

 

RESULTS

The results of the analysis outlined some improvement potential in marketing identity and distribution policy, as well as customer focus and segmentation.