The story

Begin

in 1992; First deal-> Ice-cream; Portfolio today: rods, crackers, ice cream powder; 15 types of products: salted rods, with cheese, pizza, peanut,Gusto with Mega Surprise &Ciocoletii( chocolate);

Industry analysis
90s:

no multinational standards=>quality was eliminatory;

Disequilibrium 3-4

between small demand and big supply;

local producers/county; sales: 3000-5000 bags/producer;

Small

Nowadays
Small

number of local manufacturers;

An

educated consumer;

Financial

crisis=>decreasing purchasing power, limited budget, more rational public;

Gustos strategies
Sales:

1 mil. bags/day=> in promotion; the distributors; the export sector; 2010:80 mil. Lei;

Investment Double Enlarge

Turnover

Marketing Strategies
Gusto:

leader-70% market share; Competitors: Star Snacks rods(PepsiCo), Pambac, Best Food, Standard&Sancks; Communication campaign: 2 TV spots; First rods producer creating a communication program for Romanian consumers;

 Slogan: June

Feed your optimism;

2009: first advertising campaign;

Purpose:

make Romanians smile;

Optimists

League, social media campaign, cartoons on the bag of the rods;

Total

audience: over 15 mil. people;

SWOT analysis
Strenghts: -low perceived value -Branding; -TV advertising+ good communication with customers; -Promotions,contests,The Optimists League; -Small prices; -Modern factory and tools; -International expantion; -100% natural products; Opportunities: -Consolidate and expand internationally; Threats: -New entrants; -Competition; -New market regulations and policies;