TheIsraelis are investing another 4.5m euros in the promotion ofDoncafe, the brand launched on the market in 2008 in the wake of15m-euro investments in the first year.
"We must boost consumers' awareness and loyalty. We're stillbuilding the brand," states Marius Meleşteu, general manager ofStrauss Romania, also announcing the 2011 sales target: a singledigit advance against this year, amid an expected further coffeeconsumption decline.
The company's total investments in Doncafe thus revolve around 20meuros by late 2011, a value also including the budgets for packagechange projects. Doncafe sales domestically reached 284m RON (67meuros) in 2009, with Doncafe as the second biggest brand on themarket, after Jacobs (Kraft Foods).
Consumers' brand loyalty is the main reason Strauss has lost marketshare after launching Doncafe in 2008. In the first year of bettingon Doncafe international brand, the company lost clients and sawits market share go down by 2-3%, according to the data supplied byStrauss.
Meleşteu states Doncafe saw its market share return to growth inmid-2010. "Each company's objective is market share, of course.Now, we do not want leaps, but constant month-to-month increasesand improved brand awareness," he says.
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