The FINANCIAL -- “Caring for people’s welfare is very important to us,” Levan Gogichashvili, Brand Manager at Sharm Trading, told The FINANCIAL. “We provide our customers with additional motivation systems, which entail discounts, gifts and promotion baskets. For our company and also our partners, advertising has always been important. This is because we think that the premium segment needs advertising.”
Selpak received Golden Brand for Favourite Brand - Hygienic Paper. Eczacibasi is a Turkish manufacturing company, which is the leader in the hygienic paper market. Since 2008, the brand’s official distributor in Georgia has been Sharm Trading.
Sharm Trading is the leading distribution company in Georgia, which established itself as a leader from the very beginning.
The company was founded in 1998. It was a difficult period for Georgia. The unstable political situation, non-competitive economic environment and flawed legislative basis made it nearly impossible to establish a legal, advanced European-type company. Sharm Trading was one of the first companies in Georgia to manage to do that. It was supported significantly by its foreign partners, first of all by German corporation Schwarzkopf & Henkel. It was the famous company Unilever which played an extremely important role in the introduction of advanced distribution. Sharm Trading would like to express its deepest gratitude to all its partners, which contributed to a great extent to the development and support of the company.
Despite there being negligible amounts of resources, it was its young and aspiring personnel that turned it in to the great success that it is today.
The business of the company, which dealt with the capital of Georgia primarily in the first stage, extended to a network of regional offices quite quickly and afterwards established international business contacts.
As a result of the partners’ complete faith in it, and its successful business activities, Sharm Trading has become the exclusive distributor of many global brands in Georgia and Armenia.
Nowadays the company distributes a number of famous brands such as Unilever, Henkel, Schwarzkopf & Henkel, Eczacibasi, Tchibo, SCA etc.
Throughout the duration of its business activities in the South Caucasus market the company has firmly cemented its ability to maintain a highly professional level and stability, which have ensured its long-lasting and close relationships with its partners.
“2013 was very successful for Selpak. In its segment Selpak holds a 70-80% market share. There was an increase in sales last year. There is an increasing sales trend every year. All of this is down to the work of the company, which is focused on the direction of sales, and its correct management. In regard to the Georgian market, it has great potential in this direction because the brand Selpak includes a premium segment, which is aimed at only a certain segment of the population.”
“We try to contend with our competitors by working actively on an individual basis with every trading object. In terms of the quality, it is very high, which is not only our opinion, as it is confirmed by our consumers too.”
“Caring for people’s welfare is very important to us. We provide our customers with additional motivation systems, which entail discounts, gifts and promotion baskets. For our company and also our partners, advertising has always been important. This is because we think that the premium segment needs advertising. Our main customers are from the middle and high segments of the population. Our production is present throughout all the regions of Georgia, and there is no difference between the regions; it is equally popular in every region.”
“Selpak products are made in our neighbouring country, Turkey. As you know we have very active trade relations with Turkey, and this was the basis for the representation of the Selpak brand in Georgia. Selpak has remained the market leader for the last 5 years, and I think that this trend will be sustained in future years as well.”
“In terms of our plans for the future, our company Sharm Trading is always interested in novelty, and I think that any suggestion would be very interesting for our company. Future plans are followed by everyday plans and this also includes days that are planned successfully.”
“Golden Brand is an opportunity to further strengthen one’s brand and company status on the Georgian market. In addition, it is remarkable the support which the organizers provide for every brand.”
“The main challenge for our company in 2014 would be improving on the results from 2013, which we hope to achieve.”