ABA RO, importer of Malizia and Intesa cosmetics will start making Melio liquid detergents and Malizia and Intesa shampoos in Romania as of September this fall. Total investments in building the productive line amount to $310,000, Valentin Ionescu, ABA RO manager, told Ziarul Financiar.
"The company, a Romanian-Italian joint venture, has already invested $200,000 in the building, which is located in the industrial perimeter of Oradea City.
Another $110,000 will be invested in equipment over the next few months. Domestic production is scheduled to begin in September. We haven't decided on the output yet, we'll know more in three months," Ionescu said.
Malizia, Intesa and Alba products were unavailable on the Romanian market for several months in 2000, but after they re-emerged, sales reached $160,000 in February 2001.
The company targets $2.4 million in 2001's turnover. "We want to regain our market position in 2001. The target we set for ourselves is a 10% market share for deodorants (as compared to 5% in 1998 and 6% in 1999 according to a Nielsen survey - Uomo and Donna deodorants).
This year's budget is $200,000, including TV and magazine advertising," Ionescu said. The programme to promote the products by TV and magazine advertising will be divided into four stages, the first of them being scheduled for March and targeting the Malizia Bonbons product range.
Malizia Donna- Fashion comes next, in April, while Intesa pour Homme-Unisex are scheduled for June. The campaign will end with the promotion of the Malizia Sport range in November.
Pentru alte știri, analize, articole și informații din business în timp real urmărește Ziarul Financiar pe WhatsApp Channels
