Adrian Teslovan, marketing manager with Romaqua, producer of the Borsec brand, says the company will strengthen its market position in view of EU accession by entering the medium price segment.
Romaqua, the biggest mineral water producer on the Romanian market according to research mentioned by the group, this year intends to turn Stanceni local brand into a national brand, by expanding territorial coverage. "The first objective for Stanceni is to reach the coverage level of Borsec mineral water, our first brand," stated Teslovan.
Stanceni sparkling mineral water, bottled in 2-litre containers, is meant to complement Borsec portfolio, where the still mineral water is the only product available in 2-litre bottles. Moreover, the two brands are on different price segments, with Borsec on the premium segment and Stanceni on the medium one.
The company plans to sell at least 35 million litres of Stanceni mineral water this year, out of a total volume of 290 million litres to be produced.
"Stanceni will be a guerrilla brand, trying to gain as much of its direct rivals' market share as possible because the market will offer us growth put at only 5-10% this year," Teslovan also said. Borsec is distributed nationwide through 60 companies specialising in this type of services. To get the deliveries to its large customers (key-accounts), Romaqua uses its own means of transportation.
"In addition, expanding our portfolio of products with nationwide coverage by including the Stanceni mineral water will help further develop our distribution system," added Teslovan.
The company currently has 80% coverage in the urban area and 70% in the rural area.
At present, Romaqua holds 25% of the mineral water market, according to surveys carried by CSOP market research company in the first five months of the year.
The company's representativ
