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AB “Rokiškio sūris”
Welcome to Lithuania –a country with old dairying traditions!
• Country and company introduction
• Products and markets
• Marketing strategies
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Lithuania in Europe
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• The largest amongthe Baltic sisters(65,200 sq.km.)• Size of Lithuania iseven bigger thanthe Netherlands,Belgium orSwitzerland• Population 2.9 mln.
Reasons for the successful dairying history:
• Good natural conditions, old agricultural traditions and as a consequence dairy industry with modern technologies.
• The country is not heavily urbanized (popul./arearatio 45 per sq.km.) – many fields, forests and lakes.
• Very clear groundwater.
• Hence the weather and milk are cleaner & fresher.
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Mission and key values
Mission
AB „Rokiškio sūris“ = Patikimi Pieno Pramonės Profesionalai (4 Ps)
Reliable Professionals of the Dairy Industry
Key values and strengths:
• Cohesive staff and appropriate management
• Modern technologies
• Valuable experience
• Financial stability
• Flexible and instant decision making when reacting towards the market changes
• Continuous improvement
Management structure
The number of employees working for the group of AB „Rokiškio sūris“ amounts to ~1,650.
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Shareholders’ meeting
Board of Directors
CEO of UAB "Rokiškio pienas"
CEO of AB "Rokiškio sūris"
CEO of UAB "Rokiškio pieno
gamyba"
Deputy
director
Sales and
marketing
director CFO
Business
development
director
Central
services
director
Logistics
director
Procurement
director
Three production sites
Specialization of Rokiskis production plant – production and sales of fermented cheese and whey products.
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Specialization of Utena production plant – fresh dairy products for the local market, whey protein concentrate, milk powder and butter production.
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Specialization of Ukmerge production plant – curd and curd cheese production.
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Raw milk purchase, t
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Production of fermented cheese, t
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Distribution of sales
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Local market B2C
• The Lithuanian market consumes less than 50% of total raw milk supply.
• 80% of domestic market consumption comes from local
producers, so opportunities for increase are limited.
5 strong companies share less than 3 mln. people, so
competition is particularly severe. In addition, the consumer
is sensitive to prices.
Can we rely just on local market?
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Export markets B2B
• Lithuanian cheese producers are particularly strong in the world’s B2B sector
• When we eat a pizza or pasta in any corner of the world, weeven don’t think of the fact that it can have some Lithuaniancheese in it.
• Branded or not?
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How do we gain consumer loyalty andpromote dairy values?
In advertising, producers constantly speak of fresh milk, emphasize its benefits, use images of famous national sport teams/sportsmen, participate in social projects, activities etc. Maintaining product quality.
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Marketing = Consumerism
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You never sell only a product you always sell smth in addition – health, happiness, joy, beauty, peace etc.
https://www.youtube.com/watch?v=fhtTU-guW60
https://www.youtube.com/watch?v=t9cmoT_wb0A
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Liedtka model
1.What is? Explore the current situation, know who you are and who
your customers are. What is the challenge you are going to solve? What added value you are going to achieve?
2.What if? Consider new possibilities, trends and uncertainties. What a
desirable future might look like?
3.What wows? Select the ideas whose implementation would be a
potential „wow“. The ones which solve customer problems (real or created ones) in an elegant way and for a reasonable price.
4.What works? Think of the customer feedback, create a target
group and the ways how to reach them, make a research (quantitative/ qualitative). Right product to the right customer.
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The 4 Ps of marketing
• Product – clear understanding what your product is and what makes it unique whether it is a tangible good or intangible service
• Price – pricing/ positioning
• Promotion – advertising, public relations, social media marketing, video marketing etc. Supported by well positioned brand.
• Place – right product in the right place, at the right time
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Team is essential in marketing
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High performance teams
• Be clear on the future – vision for the team
• Be genuine
• Ask good questions
• Talk about things – even the hard things
• Follow through on commitments
• Let other speak first
• Listen
• Face up to non-performing players
• Have fun, but never on others’ expense
• Be confident and dependable
• Different backgrounds27
Be creative and innovative
If I had asked people what they wanted,
they would have said faster horses.
/Henry Ford/
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Believe in yourself
He who says he can and he who says he can’t are both usually right
/Confucius/
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Ačiū! Have a good time in Lithuania!
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Questions
•How much milk do you need to produce 1 kg of cheese?
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Questions
•On the export market,
do we work on B2C or B2B market?
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Questions
•What is the best cheese in the world?
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Thank you!
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