From designer-boxes to welded bags

Stühmer, Budapesti Csokoládégyár, Stollwerck, Bonbonetti have all been names used over a hundred and twenty years by the largest chocolate factory in Budapest. Today, the Bonbonnetti group is composed of two manufacturing enterprises and a trading company: Bonbonetti Choco Kft., Choco Bonita Kft., and Bonbonetti Kft. According to Sándor Sánta, general manager, the group might soon acquire another company. „To be transparent” – this term is repeated several times by the general manager during our conversation. The new management has worked out four priorities to be observed at all times: 1. Enhancing the brands. 2. More aggressive export policy. 3. Proactive behaviour in the market of private labels. 4. Enhancing corporate HR policy. Last year brought spectacular results, especially regarding profits, because Bonbonetti has decided only to compete in segments where this is profitable. – I don’t want to reveal business secrets – smiles the general manager, – but I can tell you that managing and promoting our branded products is quite costly and if these costs are taken into consideration in comparing profitability with our products manufactured under private labels, we get surprising numbers. One of the biggest challenges we face today is to find the right sales policy. Bonbonetti seems to be succeeding, as profits amounted to HUF half billion last year, while their sales exceeded HUF 12 billion. Their marketing strategy is characterised by bold experimenting, which is based on an exemplary collaboration between sales and marketing. Their intention is to keep brand building balanced, which means they do not want to turn any og their three major brands into an umbrella brand.