A day of recreation

Despite the difficulties 2009 brought there were success stories in the FMCG sector. Karrier és Stílus Tanácsadó Kft. held a conference on 3 February, titled ‘The road to success’ to share successful business ideas with participants. Klára Dr Kovács Csíkné was the host of the event and the first presenter. She highlighted the importance of managers’ consciously open and motivating attitude that creates a positive atmosphere. In the changed environment analysis, decision making and the capability of letting things go become even more vital, together with connections and open-mindedness. Judit Tóth Szalókyné, Nielsen’s managing director introduced the most important domestic and European FMCG data of 2009. Nielsen’s Consumer Confidence Index remained low in 2009, the Volume Index fell and the Turnover Value Index grew moderately only because of the increase in VAT. The popularity of private labels and cheaper retail channels improved and more people buy food products in promotion. Péter Szautner, FrieslandCampina Zrt.’s marketing and business development director told the story of introducing Pöttyös 10Pontos. A new product, innovative packaging and an integrated campaign were the keys to success. Results backed up their ideas as volume sales were 170 percent of the planned level. Mustafa Kalkandelen, Metro Kereskedelmi Kft.’s offer management director emphasised the importance of giving new content to the company’s ‘Everything for the customer’ slogan. Communication with their partners is tailor-made in every segment. From the 13 Metro countries the share of private label products is the highest in Hungary – the company intends to improve this further. József Tarsoly, the managing director of Coca-Cola HBC Magyarország Kft. considers strategy implementation and team work to be the key elements of long-term success. At Coca Cola creating the best local assortment and covering the retail channels, plus establishing the supporting structure have been realised with great success. Being part of a multinational company urged them to promote Hungarian solutions. After lunch Klára Dr Kovács Csíkné asked Marianne Kirkegaard, Unilever’s trade and TM director and Giacomo Pedranzini, the owner and managing director of Kométa about their opinion of the Hungarian market and managers. They spoke highly of our enterprising spirit, dedication, endurance and professional skills. Péter Szabó, Unilever Magyarország Kft.’s customer team manager emphasised the significance of taking into consideration the changed consumption and buying habits. An open-minded, tightly-knit team and a simple but efficient structure can both contribute to long-term success. His examples were the family size Baba products, Domestos and CIF promotions and Delikát8’s ‘Cook a playground’ programme.