The capital always was, is and will be the major scene of competitive battle for well-known trade marks. Capital demands for producers and distributing companies are characterized by certain spite and unreasonable pretensions to flexibility and innovations. This situation creates high demands for the distributor, who supplies the capital — TF “Rud”. Disregarding all “capital obstacles”, TF “Rud” gradually, yet confidently moves forward, proving to everybody that: “The one, who has the desire, has no problems that can not be solved”!

Director General of TF “Rud” — Stashkevich Igor Evgeniyovich

— Igor Evgeniyovich, what can You tell about the current tendencies of ice cream market?

— I can tell that at present time an ice cream market in Ukraine is neither growing nor falling. It remains approximately on the same level. If ice cream producers do not take appropriate measures, concerning ice cream popularity, as a product, this market will gradually fall into decay. Moreover, ice cream competitors — are not just their colleagues “by department”, but also producers of water, juice, snack products, who are too active on the market lately. Also, one of the main tendencies, which can be observed during the last years, is market redistribution in favor of major players.

Statistical data prove that: in 2005 we had 150 ice cream producers on market, in 2006 — about 80, this year — 40—50. So, facts reflect the reality!

— This summer can be called rather hot — the average yearly temperature increased by 3—5°С. In what way it influenced ice cream sales?

— I think that the temperature has not globally influenced the ice cream sales. Perhaps, I may pick out May, which was rather abnormal. The drastic temperature changes have led to the fact that those, who were properly prepared, could sell more than they planned. We have experienced this situation: soundly prepared to the season, bought six more delivery vans; as for the competitors, they have missed this moment; therefore, sales outlets’ representatives said: “Bring us all you have, your competitors have no time, so we will fill our freezer with Your products”.

— What principles You follow in staff recruitment and during cooperation with them? What methods You use to make subordinates follow Your requests?

— I would like to mark out three key principles: First one and the most important — is a moral motivation of every worker: personal growth as an individual, possibility to make a career, mutual support in development process. Second one by importance — is a team spirit, assurance in tomorrow, sense of community and solidarity in the team. And the last one — is, of course, material motivation, which is really ponderable, but not central.

— Material drives can be compared with threads that are used in puppet-show: you pull them — and puppet starts moving. Therefore, material motivation is important. What kind of motivation You use to interest subordinates?

— Both moral and material. There also exist rebuke and penalty. Everything depends on specific case.

— And, finally, what are Your further development plans?

— First of all, it is the TM “Rud” advertising in future — a creation of trade mark’s power reserve, development of new and actual directions of company’s business, introduction of new products in sales outlets and supermarkets, softening of seasonality, increase of consumers’ loyalty and constant image support of the company. In the end, I would like to add that we will strive for perfection from now on, in order to correspond to a slogan: “#1 in all criteria!”

Deputy Director General on trade — Mogylyanets’ Roman Oleksandrovych

— Roman Oleksandrovych, how was started You work activity in PSC “Zhytomyr Dairy Factory”?

— I started working in PSC “Zhytomyr Dairy Factory” as a regional manager. For the first year, I worked in the east of Ukraine — it was the time of TM “Rud” development in the region. I can say that at that time we had no qualified distribution at all, that is why our work was intense, but rather interesting and cognitive. In a year, for the next one and a half years we had two strategic regions: Crimea and, in succeeding period, Kyiv. I would like to say that for the period I had been working in “Rud” company, I have gained tremendous experience, and I am grateful for it.

— Several years ago You switched from the company to TF “Rud”. What has caused such a territorial migration?

— For two and a half years, I had been working directly on the factory and I understood that it is the right time to change something in my life. I like “intelligent changes”. I think that constant development and perfection of self are important for every person. As for Kyiv — it is the capital, the largest city in the country, “huge field for actions and development”, one of the most complex and interesting regions, I mean in sales branch.

— For several years on end, TF “Rud” was one out of three best distributors of TM “Rud”. What are the core components of TF “Rud” success?

— For the last two years, TF “Rud” has increased sales by more than two times. It is good criteria. Certainly, we have some aspects to work over, but I am sure: successful start was already done. From all components of success, I would like to mark out three of them:

1. Material base.
2. Staff resources.
3. Wide production range.

— Each medal has a reverse side. Along with victories, no doubt, You have hardships. What is Your way of problem solving?

— There is one core point in all problem solving issues:

1. Determine the origin (where is the “root of problem”).
2. Seek for the ways out of situation, but each of the sides must be left with most satisfied results.

With all this going on, I suppose, you should not make concessions, but to seek for trade-off that will lead you to the result.

— What can You tell about cooperation with supermarkets’ network’ Have You been facing the challenges of network “dictates”?

— To the certain extent, yes. You should admit that markets of 2002 and 2007 are two dissimilar markets. If five years ago, wholesalers dominated on the market, at present, supermarkets establish the rules. And from now on we will feel more pressure from their side. We clearly understand that the quality of our relationship with supermarkets will determine the sales of our products and, therefore, we try to seek the way out of complicated situations and prove them our competitive advantages.

— What are Your principles of staff recruiting?

— I would like to distinguish my principal positions in staff recruiting process:

1. Decency.
2. Sociability.
3. Desire to development and learning.

— What would You like to wish to Your colleagues?

— I would like to say that we hope for the effective cooperation with TM “Rud” in future. I want to give thanks for active marketing support, actual and apt range of products, additional product line groups that give a possibility to increase clients’ loyalty and image of TM “Rud” among the consumers. We are not going to let TM “Rud” down, so, we will perfect and develop our work. I wish to everyone keep going on and do not stop on the reached goals!