The FINANCIAL — Barambo, the largest producer of quality chocolate confectionary products in Georgia, plans to offer ice cream products in the spring 2011. The company is already in the process of installing the necessary modern machinery, imported from Europe.
Barambo started its operations in 2010. Today it is the largest producer of sweets occupying almost 35% of the Georgian market. The company claims its products are the same quality as Belgian or Swiss chocolate.
“From the New Year the company is going to export its product to Azerbaijan. It’s a very interesting and attractive market which has a high number of sweets consumers,” said Irakli Cholobargia, Marketing Manager of Barambo.
Chocolate bars, chocolate candies, chocolate bricks and caramel are the most demanded products of Barambo.
“Imported products occupied 100% of the chocolate and caramel market of Georgia before the year 2010. It was very hard to compete with famous foreign chocolate brands, which held a very strong position on the market. We managed to occupy a part of this however and we still continue to increase our market share. If we take in to account the average index of chocolate products, the share of Barambo on the local market consists of 30-35%,” Cholobargia said.
According to Barambo officials, the newest European machinery, modern technologies of production and strict quality control are the main characteristics that make the company’s products advantageous and tasty.
“Our main goal is to establish Barambo as the leader in the confectionary product market not only in Georgia but also in the markets of many other countries. We selected the best quality machinery from Belgium and Germany. We found the most reliable supplier of raw materials, selected by the most particular specialists. Barambo company’s success is based on the supply of quality sweets to our consumers,” Company officials note.
“Utilizing modern European technologies using top quality raw materials from Belgium and frequent monitoring of production quality allowed us to equal the quality standards of our chocolate to the chocolate products of the world leading producers. We chose the chocolate which best fits the demand and taste of Georgian citizens. Choosing the highest quality product was our main aim,” Cholobargia said.
“Under strict observance we conduct quality control at every level of production: control of raw materials and frequent monitoring of the production process. Our products pass a complete check in a special laboratory which has been equipped with brand new technologies and instruments from Europe. Barambo company also manages its distribution chain. Barambo offers the most delicious and high quality chocolate and hardboiled candies to its customers,” Barambo officials noted.
As Cholobargia says, Barambo is not going to change its marketing strategy and the company is going to increase the range of assortments.
“We will have an active advertising campaign. Competition will much increase in 2011. After the appearance of Barambo on the local market competition became more active. Even passive companies increased their activeness after the appearance of Barambo,” Cholobargia said.
“Companies are spending as much money on advertisements as on trade networks. Barambo has seriously competed with Nestle, Alpen Gold and many other famous brands, despite the fact that these are international brands that occupied the largest share of the Georgian chocolate market,” Cholobargia noted.
As the company faces very strong competitors, management believes an active advertising campaign is needed. Barambo ads are regularly appearing on TV, radio and outdoor banners.
Chocolate and caramel are the main products, though total assortment of the company consists of 70 named products.
“We are planning to increase our product assortment in the nearest future. According to market tendencies and consumer trends, out of the company’s products, most of the sales are occupied by bars of chocolate, chocolate candies, chocolate bricks and caramel candies,” Cholobargia said.
“Our products’ price is determined by the quality of the product. Company Barambo uses high quality Belgian raw materials. Products are produced with modern, European machinery. All these have a significant effect on the price of the product. Still, the prices of our products are less than the prices of products of the same quality,” Cholobargia said.
“2010 was the very year of Barambo’s appearance on the local market. It was quite a hard year, but the company managed to achieve its planned aims. In a very short period Barambo managed to become very famous and occupy quite a large share on the local market. Our product has won the loyalty and love of its consumers, which is most important for us,” Cholobargia said.
Irakli Cholobargia:
“Merry Christmas and a Happy New Year to all the citizens of Georgia. Let the new year 2011 be a year of happiness and success,” he added.
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