Empils reformed sales' structure in Russia
To the active sales' period in coatings market (March - October) Empils developed trade representations' net in the regions of Russian Federation. The experience of last year, when trade representation in the countries of Central Asia was opened in Almaty (Kazakhstan), proved to be successful. Sales in Kazakhstan, Uzbekistan, Kyrgyzstan, Turkmenistan and Tajikistan came to 22% of company's total sales' volume. After the expansion to the countries of Central Asia and Ukraine, where Empils increased sales' volume from 4000 tons in 2004 to 9000 in 2005, company to gain 30% sales' growth in domestic market.
The making of Empils' trade representations' net in the regions of Russia became the key decision in this direction. They were opened in Moscow (Center), Saint-Petersburg (North-West), Rostov-on-Don (South), Samara (Volga), Chelyabinsk (Ural), Novosibirsk (Siberia) and Khabarovsk (Far East). The representations must secure complex promotion of Empils' products through the all distribution channels.
Trade representations are headed by regional directors. They are responsible for the business state and sales' volume in each region, execution of products' promotion programs and marketing budget considering regional potential and particular qualities. Territorial managers with trade teams are submitted to regional directors. The immediate interaction with the dealer outlets is in their responsibility zone.
New structure of Trade house will help Empils to become closer to its partners. Because of feedback with the regions Empils' governing body will get the opportunity to accumulate and analyze daily information about the situation in local markets down to the every shop and also make efficient decisions according to the market environment.
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