Mineral water factory, “Rada”, is planning to re-establish its market position this year and create production team which will be able to keep up with the further development. Next year, factory will consider the possibilities of export to surrounding countries, said the co-owner of the factory from Bijelo Polje, Boris Rašković. The factory was re-opened at the end of February.
Apart from the aforementioned objectives, Mr Rašković says they are also planning expansion of the range of products when it comes to carbonated flavored drinks. He warns that every producer in Montenegro is faced with a very narrow space for the placement of products, packed with the goods from abroad, often made by widely-recognizable producers.
“What we manage to sell at the domestic market is the import substitution. We are now committed to achieving good results as urgently as possible, so that we can create conditions for the negotiations with regional distributors. The achieved results will depend on our skill of acquainting consumers with the importance of domestic production, offer of undisputed quality and prices”, says Mr Rašković.
He also spoke about the limited space for the exhibition of water where usually products of huge corporations are majority.
“Many producers have been trying to increase the presence with price or similar strategies, but that only leads to non-profitable work and closure of the factory. Price is not such an important factor but the presence of specific brand on market shelves”, explains Mr Rašković.
He adds that this positioning is paid. Domestic producers have figured out that paying for that turns out to be non-profitable. As far as large corporations are concerned – it’s a different story.
Entire technology in the source has been replaced, entire pipeline has gone through remediation process, the plant has been modernized and the new equipment has been installed. Now the factory is state-of-the-art.
