Andi Dascăl, general manager of Prodvinalco, a producer ofalcoholic drinks, who at the onset of the crisis planned to win thebattle with cash, says that at the end of 2010 sums in thecompany's accounts reached 12.7m lei (3m euros), up 22% from2009.
"We put more pressure on receipts and on payment term extension.It is not profit that counts the most during crisis periods. Welaunched a product on the sub-low-price segment, Doi Cai Frumoşi,with minor margins, and the plan was to keep this low price levelfor six months and then consider profit as well," Dascăl toldZF.
The Cluj-based company in 2010 posted turnover of 75.97m lei(18m euros) and net income worth 2.5m lei (0.6m euros).
The company announced it finalised its budget for the next fiveyears, a budget that includes product launches on the one hand andrising sales on the other one. As the market will fall until 2012,Andi Dascăl says this is effectively a war for growth, the namegiven to the company's strategy.
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