Good quality at lower price

True challenge to prove that inexpensive products can be of good quality and how introducing a premium brand can raise a company’s profile

By Alexander Vladimirov

True challenge to prove that inexpensive products can be of good quality and how introducing a premium brand can raise a company’s profile


French confectioner Michel Galloyer ready to share baking secrets
French confectioner Michel Galloyer ready to share baking secrets

In early 2014, Lidskoe Pivo (Lida Beer) JSC presented a new product: classic Warsteiner beer. The company took pains to obtain a license for production, notes General Director Audrius Miksys, with the aim of raising the enterprise’s profile. The Lida Brewery has seen sales rise across the board, with the new launch comprising only a modest share of revenue generation. Rather, the German brand has proved a feather in the cap of the domestic company, improving its standing among beer drinkers.

Recently, Eurotorg JSC concluded an agreement with a famous French enterprise specialising in fresh French baked goods. The latter uses simple ingredients but spends 4-5 hours on each batch (about 2-3 times longer than is usual). A fresh French baguette costs just over a Euro in Paris. The commercial price in Belarus remains a secret but the idea is for Euroopt to promote its image of selling ‘good quality at lower prices’. By introducing elite and original products, the company reminds consumers of its position (where simple advertising may fail).
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