Bashny.Net
"You fool, stupid, retarded, just a goof." New juice based on the "nerds"
Bashny.Net
The company Aqua Vision set to work vigorously. No one had not previously known player has just completed and launched near the town of Istra biggest juice plant in Russia. B>
"We can produce 300 million liters per year, by the end of the year to increase the capacity to 500 million by 2009 will reach the billion", - says the president of Aqua Vision Stanislav Odintsov. Billion liters - almost 40% of Russia's current consumption. Its juice business are new builds with full ground. Aqua Vision created in 2004 specifically for this project. Holding Health Tech Corporation (HTC), which it owns, is engaged in bio-additives. HTC's assets are estimated at 300 million euros, and the plant is 85% built at its own expense, cost him exactly half that amount.
But the juice to sell. To solve this problem to be vice president of commerce Igor Burgardtu, previously headed the direction of "juice" in "Lebedyansky". It was he who brought the idea to pour juice in transparent PET bottles. Satisfied he had a brand - botaniQ.
The "Associative dictionary teenager", compiled by assistant professor of Russian State University of Omsk Elena Guts, "nerd" - "stupid, stupid, homebody, backward, not knowing contemporary music, badly dressed, just a goof." The reaction of teenagers company has not explored, but the "moms name like: nerd - he first smart».
Most manufacturers of juices running concurrently under several brands. "Lebedyansky" makes the "I", "Tonus", "Orchard" - the price for each group its name: the "I" - the premium, "Orchard" - people, "Tonus" - somewhere in the middle. It is more convenient, said Andrei Yanovsky, "If placed under one umbrella audiences with different incomes and different system of values, there will be difficulties with communication." "All the contrary, a single brand - our great advantage," - objects Odintsov. Especially when it has such a rich internal structure. Igor Burgardt invented it, and also with a clean slate.
"Now all the big manufacturers make the juice of sufficient quality raw material, so why maintain an artificial division into categories?" - Surprised Burgardt. BotaniQ We also have a wide price range of products, in addition to price, they only differ in the fact that is easy to understand. The "face" of the brand - fruit puree botaniQ Original. Following is cheaper botaniQ 1QQ - one hundred percent juice. Then carbonated Fruit & Jazz, then drink "every day", completes the line botaniQ Aqua, just water.
The products themselves also born of thoughtful analysis. For a basis took data from surveys undertaken to determine the most important properties of the juice to the consumer. Properties were five: natural, accessibility, health benefits, purity, brightness. Under each of them created by the drink: natural - is one hundred percent juice, reasonable price - botaniQ «every day"; purity - just water botaniQ. And so on. The cunning plan Burgardta that subspecies botaniQ advertised on the queue and each brings his brand idea. As a result botaniQ begins to implement them all at once. The idea is supported by a strong advertising: this year's Aqua Vision has spent her € 20 million in the next five years will invest another € 150 million. What would happen?
Alexei Kamensky
via www.adme.ru
"We can produce 300 million liters per year, by the end of the year to increase the capacity to 500 million by 2009 will reach the billion", - says the president of Aqua Vision Stanislav Odintsov. Billion liters - almost 40% of Russia's current consumption. Its juice business are new builds with full ground. Aqua Vision created in 2004 specifically for this project. Holding Health Tech Corporation (HTC), which it owns, is engaged in bio-additives. HTC's assets are estimated at 300 million euros, and the plant is 85% built at its own expense, cost him exactly half that amount.
But the juice to sell. To solve this problem to be vice president of commerce Igor Burgardtu, previously headed the direction of "juice" in "Lebedyansky". It was he who brought the idea to pour juice in transparent PET bottles. Satisfied he had a brand - botaniQ.
The "Associative dictionary teenager", compiled by assistant professor of Russian State University of Omsk Elena Guts, "nerd" - "stupid, stupid, homebody, backward, not knowing contemporary music, badly dressed, just a goof." The reaction of teenagers company has not explored, but the "moms name like: nerd - he first smart».
Most manufacturers of juices running concurrently under several brands. "Lebedyansky" makes the "I", "Tonus", "Orchard" - the price for each group its name: the "I" - the premium, "Orchard" - people, "Tonus" - somewhere in the middle. It is more convenient, said Andrei Yanovsky, "If placed under one umbrella audiences with different incomes and different system of values, there will be difficulties with communication." "All the contrary, a single brand - our great advantage," - objects Odintsov. Especially when it has such a rich internal structure. Igor Burgardt invented it, and also with a clean slate.
"Now all the big manufacturers make the juice of sufficient quality raw material, so why maintain an artificial division into categories?" - Surprised Burgardt. BotaniQ We also have a wide price range of products, in addition to price, they only differ in the fact that is easy to understand. The "face" of the brand - fruit puree botaniQ Original. Following is cheaper botaniQ 1QQ - one hundred percent juice. Then carbonated Fruit & Jazz, then drink "every day", completes the line botaniQ Aqua, just water.
The products themselves also born of thoughtful analysis. For a basis took data from surveys undertaken to determine the most important properties of the juice to the consumer. Properties were five: natural, accessibility, health benefits, purity, brightness. Under each of them created by the drink: natural - is one hundred percent juice, reasonable price - botaniQ «every day"; purity - just water botaniQ. And so on. The cunning plan Burgardta that subspecies botaniQ advertised on the queue and each brings his brand idea. As a result botaniQ begins to implement them all at once. The idea is supported by a strong advertising: this year's Aqua Vision has spent her € 20 million in the next five years will invest another € 150 million. What would happen?
Alexei Kamensky
via www.adme.ru
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