Alka Romania, the wafers and coffee producer, eyes a 40% increase in turnover this year, amid higher consumer spending and investments in marketing.
"Figures for the first half confirm our expectations. In the first six months of the year, we posted 35% growth and in August the increase exceeded 40%," said Amir Krenzia, general manager of the company.
In line with data published on the website of the Finance Ministry, Alka Co. last year derived turnover worth 44.3 million RON (about 11 million euros), up from the previous year''s 33.2 million RON (some 9 million euros).
"Last year, we invested 2.5 million euros for the acquisition of technology from Germany to launch the new product, and the promotion budget revolves around one million euros," said Krenzia. The company changed the package design and introduced a new packaging, which, according to Krenzia, cuts the warehousing space and, implicitly, logistic spending.
"As early as two years ago we felt the need to define a new strategy to better express the company''s values. Alka is a family-owned business and we wanted the image of our products to reflect this," the manager explains. Alka Romania was established in 1994 and is owned by the Krenzia family.
At present, Alka produces wafers, biscuits, coffee and packages sugar in sachets, all these operations being carried out in the Bucharest-based plant. "The bakery activity is the one we are focusing the most on and in which we are permanently investing," said Krenzia. georgiana.stavarache@zf.ro
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