Florin Radulescu, the new general manager of Prodal '94, producer of distilled beverages Stalinskaya and Wembley, states the main objectives for next year are investments in marketing, a heightened presence on the HoReCa segment and expansion onto the Bulgarian market.
"In 2008, we want to focus on the market, invest more in marketing and bolster sales on the HoReCa segment, whose weight increased 2% this year from 40% last year, after it snatched a portion of market share from retail," explains Radulescu.
Radulescu, 42, became general manager on October 1, when he relinquished the position of general manager at Pepsi Americas Romania, PepsiCo bottler for Romania and the Republic of Moldova.
Although the size of the business is dramatically different, Radulescu says taking the position was an easy choice, the more so because he had previous experience with the group and knew how the business operated.
"I worked for a long time with Pepsi and I had already reached the highest position in the company. I could not grow any further professionally and I decided it was time for me to leave," states Radulescu.
A graduate from the Constructions Faculty and owner of an Executive MBA degree from Asebuss, Radulescu worked with QAB, Pepsi bottler from 1992, initially at the sales department and then as a sales manager for Bucharest, followed by plant manager and deputy chairman.
In 2000-2003, Radulescu left QAB to fill the position of general manager at Prodal, but in December 2003 returned to QAB, this time as a general manager and replaced Mihai Matyas.
Last year, Pepsi Americas bought out the bottler of PepsiCo products for Romania and the Republic of Moldova for over 150m euros.
"My leaving Pepsi had nothing to do with the QAB takeover. The only way one can move up professionally is by working with several companies," adds Radulescu.
Florin Radulescu:
Expects the market of alcoholic drinks to expand
Believes the black market and the number of secondary producers will shrink
Forecasts Prodal turnover will rise by 10% this year against 2006
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