An efficient foreign legion

Many people believe that the only purpose of import is to flood our stores with cheap products. However, appropriate quality products are often simply not available in the domestic market. – We like being specialists, but also want to offer a comprehensive assortment within a specific segment – says Zoltán Mihályi, managing director of GIFT (Gourmet International Food Trading) Kft, which is an importer of fine food. They only import international brands and do not offer competing brands. Maresi Foodbroker Kft. believes in offering a wide product range. – Our wide assortment has several advantages, as it allows us to offer good combinations of brands like Maresi milk for coffee with Helmuth Sachers coffee – says Rita Habuda Salyámosy. Parador Kft. focuses on a single product group: beer. They have been offering a wide selection of leading beer brands from all over the world since 1990, including Kronenbourg 1664, San Miguel Especial and Fosters. Mona Hungary, a distributor of dairy and soy bean products is also expanding its assortment, in order to include everything needed for breakfast. – We launch a new category and if it becomes successful, we be begin to expand it – says Bernadett Strasser-Katai, managing director. Their Joya product line represent truly premium quality. – Our communication has been focused mainly on what advantages soy products have in the last two years. We have launched products which require a production technology similar to that of milk, – explains Edina Balog, from Mona Hungary Kft. These products are not only intended for vegetarians and lactose-sensitive consumers. As there are only three manufacturers of soy bean products in Hungary, their campaigns enhance each other and the popularity of soy products. – There are differences in the intensity of co-operation between various suppliers, but al brands support our distribution activities in some way – says Zoltán Mihályi. According to Rita Habuda Salyámosy, there are differences in the sizes of marketing and trade marketing budgets approved by their partners, but are smaller than usual in Western Europe, because Hungary is not regarded as strategically significant market. Parador Kft also receives support from its suppliers, but their budgets are smaller than those of other brands manufactured in Hungary. – We have been focusing on direct marketing methods for years – says Judit Schiff. Regarding premium brands, customer attitudes are positive. Though many people are cautious with soy bean products, because of GM related concerns, Mona only sells products from Austrian organic farms, subject to strict monitoring. Though hyper markets and cheap products attract many price sensitive consumers, this is not a threat to real premium brands. Though retail partners are cautious with premium brands, as these represent only limited sales potential, the relatively high margins do generate some interest on their part. According to Rita Habuda-Salyámosy Rita, demand for their premium international brands is almost completely inflexible.