Marketing & Loan Disbursement Monitoring, Brewery Sector Ukraine

Navigator Consulting monitored the implementation of a $ 60 million business plan, which included the disbursement of a $ 40 million loan provided by the European Bank of Reconstruction & Development (EBRD) to Ukraine’s largest brewery.

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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.

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Our responsibilities included:

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• The design and implementation of a comprehensive 360° marketing monitoring framework, including sales analysis, staffing, organizational structure and annual budget disbursement;

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• Review of external market share analysis from AC Nielsen and similar agencies;

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• Development of a distribution centre auditing programme in regional cities such as Zaporizhya, Dnepropetrovsk, Donetsk, Kharkhiv and Zhytomir;

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• Review of sales and distribution strategy, including corporate credit policies, distribution methods and financial aspects of sales;

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• Merchandising and retail analysis;

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• Customer and distributor surveys;

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• In-house competitive benchmarking;

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• Comparison of national sales and sales trends to international trends in Ukraine, Russia, Poland and Germany;

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• Business intelligence system development on the beer, low-alcoholic drinks, soft drinks and mineral water categories in Ukraine and Russia;

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• Assessment of staff HR and salesforce competencies.