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Consumer goods in Central _amp; Eastern Europe - Cefic

VIEWS: 22 PAGES: 21

									  Consumer Goods in
Central & Eastern Europe
Lessons learned and Growth opportunities



               Gerard Bocquet
         Product Development Director
          Procter & Gamble Laundry
               CEE / MEA / LA
                         2



    AGENDA

CEE as a region
P&G in CEE
Lessons learned on :
- Entry Strategy
- Portfolio Deployment
- Crisis Management

Future Outlook
Conclusion
                  3


CEE as a Region




Kiev
                                             4



                CEE as a Region
                      CEE    WE       US
Population (MM)       479    381     293

Nb. Countries         29      15      1

Nb. Households (MM)   150    149     105

GDP (MM$ )            1054   9169    10980

GDP per Capita ($)    2220   24065   37800
                            5



   CEE as a Region




A Challenging Environment
                                                          6



Exchange Rate Crisis



                   1992     Aug’ 98    Sept’ 98    Today

           1$      5 RUB     6 RUB      12 RUB     30 RUB



            1992       Feb’ 01    Mar’ 01         Today

      1$   6 M TRL    680 M TRL   960 M TRL   1500 M TRL
                     7



Terror / Conflicts
                                  8



Natural Disasters : Earthquakes
                            9



Highly Competitive Market
                        10



Like a Roller Coaster
                          11



    CEE as a Region




A Considerable Business
    Growth Potential
                                                 12



Low Household Consumption Index
          Laundry Consumption Index

                   CEE           WE       NA

          5 years ago    Today   Today   Today

 Russia      180          244    1000    1400

 Turkey      320          450

 Poland      500          580
                             13



Developing Trade Structure
                                     14



Desire for High Quality Brand




   Shop in the 80’s   Shop in 2004
                                                      15



Appliances penetration increase


Automatic Washing Machine   2000     2004          2010
    (% of Households)
         Russia             20%      35%           75%



                            Russia     Germany

 Washing-Machine Market      3000           2300
     (M units / year)
                                             16



 Appliances penetration increase
      Indication for future market growth

Turkey                   87/88       99/00

AWM Penetration (%)       12          86


Market Size (M tonnes)    108         270
      -High Suds          97          59
      -Low Suds           11          211
                         17



    AGENDA

CEE as a region
P&G in CEE
Lessons learned on :
- Entry Strategy
- Portfolio Deployment
- Crisis Management

Future Outlook
Conclusion
                                                                                             18



                                              P&G in CEE                      Headquarters

                                                                              Plant




                                                     Moscow


                         Warsaw

                                                      Novomoskovsk
               Targowek Hyginett
                                           Dnepropetrovsk
           Rakona             Kiev        Borispol

                              Timisoara

                    Sefakoy
                                Gebze
Budapest                                                             Akmola


 Bucharest               Istanbul                             Tashkent
                                      19



      P&G Business in CEE



            1990   1996   2004/2005
NOS (MM$)    29    1300     3000



59 Brands
                                   20



Top P&G Brands in CEE


  Pampers
                 Fairy Hand Dish
  Ariel / Tide
                 Mr. Proper
  Always
                 Tampax
  Pantene
                 Lenor
  Pringles
                 21



P&G in CEE




Entry Strategy

								
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