Peter Muller, the general manager of Kraft Foods Romania, the biggest player on the chocolate and coffee market, says he decided to re-launch Poiana chocolate since Romanian consumers are becoming increasingly more demanding as their incomes go up.
Kraft Foods Romania has recently re-launched Poiana chocolate by changing its package and recipe. "The only things we've left unchanged in the case of Poiana are the name and logo due to their tradition on the Romanian market," explains Peter Muller, who has been the general manager of Kraft Foods Romania for about a year and a half. He believes Romanians are very open to new things and they are becoming increasingly demanding as their incomes rise.
"The first thing I did when I arrived in Romania was to study the market and consumers, for 2 or 3 months. I did not rush to make decisions. The only constant thing on the Romanian market is the need for changes. This is primarily generated by consumers and secondly by the increasingly tougher competition," says Muller.
Research done by Kraft was also related to the coffee market.
"On the domestic coffee market, there is a trend to go for packaged products, which are of higher quality because they retain the coffee flavour for a longer period of time," maintains Muller.
Through the Nova Brasilia brand, manufactured domestically jointly with Supreme group, Kraft Foods also targets consumers of loose coffee, to lure them toward the segment of packaged coffee.
Kraft Foods has in its portfolio the best selling coffee brand domestically, Jacobs Kronung. Unlike Nova Brasilia, Jacobs Kronung is imported and placed on the upper price segment. The company's price policy aims to cover all price segments, both on the coffee and chocolate markets.
Under the circumstances, the company's sales have been rising each year, driven by both the market
