Marketing Monitoring, Brewery Sector

NAVIGATOR monitored the implementation of a $ 60 million business plan, which included the disbursement of a $ 40 million loan provided by an International Financial Institution to Ukraine’s largest brewery.

In 1999, the client had an annual turnover of $ 110 million and a brewing capacity of 50 million hectolitres. It was also the first company to be privatised in Ukraine, and between 1998-2003 was the largest private contributor to Kyiv’s tax authority.

Our responsibilities included:

• The design and implementation of a comprehensive 360° marketing monitoring framework, including sales analysis, staffing, organizational structure and annual budget disbursement;
• Review of external market share analysis from AC Nielsen and similar agencies;
• Development of a distribution centre auditing programme in regional cities such as Zaporizhya, Dnepropetrovsk, Donetsk, Kharkhiv and Zhytomir;
• Review of sales and distribution strategy, including corporate credit policies, distribution methods and financial aspects of sales;
• Merchandising and retail analysis;
• Customer and distributor surveys;
• In-house competitive benchmarking;
• Comparison of national sales and sales trends to international trends;
• Business intelligence system development on the beer, low-alcoholic drinks, soft drinks and mineral water categories in Ukraine and Russia;
• Assessment of staff HR and salesforce competencies.