Sales department is always on the “front line” of the market and its reaction on market changes is the fastest one. In order to reach the success in trade sphere, first of all, you need to have joined team of like-minded people, who will long to reach the highest results together.

We have decided to talk to the Commercial manager (on trade), concerning the peculiarities of the current ice cream season — Volodymyr Mykolayovich Trokoza, who is the head of sales and marketing structure of “Rud” company.

— For a long time TM “Rud” keeps the position of company # 1 on the ice cream market of Ukraine. What is the secret of company’s success and what is it concerned with?

— There are no secrets. The key point — is an everyday goal-seeking work to all processes’ perfection. #1 is not an advertising slogan — it is an existence aim of our company. Besides, we have a strong, let me say, the best distributor in each region.

— What are the differences of “Rud” company, comparing to other ice cream producers?

— Maybe, the major difference is mobility and creativity. Since almost 30 percent of yearly ice cream sales compose new products and it is a high characteristic. And also, surely, it is a stable quality that we have been keeping up during the whole time the company exists. Experts of TM “Rud” control a product quality all the time, study requests and consumer demands and they will not let down their expectations.

— The hardest task is to correspond to contemporary things, change according to speed changes of market conditions. What qualities a product must have in order to be competitive? What is needed?

— The key task is an optimal correspondence of price and quality. Today, companies must concentrate on their single task that can not be passed to subordinate: coordination of manufacturability with market demands. For it, one need to analyze market and study demand, make better taste qualities of existing products, develop new competitive types and optimize all industrial and non-industrial processes.

— How originate exclusive ideas for new products? Who is involved in this process?

— We have the real experts — high-qualified production engineers, market research specialists, managers, who know their job and generate and realize exclusive ideas in mutual cooperation. At the same time, they investigate Ukrainian and foreign markets all the time, make tasting and experiments.

— Present market situation greatly differs from the one that was several years ago. What is it concerned with? What are new tendencies on ice cream market?

— The biggest producers keep dividing the ice cream market; they actively compete with each other and take up the shares of small ice cream producers. Besides, we have considerable changes in sales’ system — the share of products sold to supermarket network keeps growing. Especially, it is related to so-called “family” kind of ice cream, whose sales increase from year to year.

— What can You say about the “ice cream season” 2007? What would You like to mention?

— The season was intense, yet, successful, resulting and interesting. Also, I would like to add that financial activities are a top goal in every business and they must differ from the previous ones only to the better side. I think this task is fulfilled by our company.

— What are the primary tasks and plans for the nearest future?

— Further perfection, active sales of new line of packaged butter, frozen mixes, vegetables and fruits, development of new kinds of ice cream for autumn-winter season 2007—2008. You should never stop on the reached goals, because life- is a constant movement always forward.

— And the last question: Volodymyr Mykolayovich, what would you like to wish to every one?

— I would like to give a sincere thanks to all links both of our industry and partners-distributors for their highly resulting working temps during summer 2007.

Also, I wish each one of us the realization of mutual work’s values, for the more highly valuable results we have, the higher level of our common satisfaction would be.

Only together we will reach new peaks and victories!