„Exports make up a significant proportion of our revenues. Occupying a large share of foreign markets is one of our strategic goals,” says Andrzej Grzegorzewski, director of Kolastyna‘s management board. The company plans to maximize sales of its tanning products on the Mediterranean and Black Sea coasts, where the temperate climate eliminates issues of seasonability.
According to a syndicated survey recently conducted by Inquiry, a market research firm, Kolastyna‘s products have a relatively strong brand recognition in face and body care categories, however they are still outranked by international firms like Avon, Nivea, Dove and local firms like Ziaja and Soraya - leaders on the cluttered Polish market.
„Companies like Kolastyna need to develop a distinct brand concept and market it consistently in order to impact brand perception and ensure success on both the domestic and foreign markets,” says Agnieszka Górnicka, president of Inquiry. „A good brand concept developed for the Polish personal care market can be successfully marketed for the majority of foreign markets with minor adjustments to packaging, for example.”
The company‘s debut on the WSE this past February provided Kolastyna with the necessary capital to support their dynamic growth strategy. Last month, the company acquired an zł.8.3-million stock packet in FK Miraculum, increasing its share in the personal-care products manufacturer to 93.77 percent. The merger of the two entities will be finalized by the end of Q2 this year.
„We have a wide range of plans for investment and we will realize them consistently,” says Grzegorzewski. The company will continue to conduct acquisitions in the personal-care products market. The company will also open a new 10,000-sqm factory outside of Kraków by the end of 2008, at a projected investment of zł.20 million.
In 2006, Kolastyna‘s consolidated sales revenues amounted to over zł.84 million with net profits of zł.12.3 million. In Poland, its consolidated market share was at the level of 23.9 percent. According to research from Mediarun‘s MEMRB department, the company holds the top spot on the Polish market for tanning products, and the company is confident it can compete head-to-head with both local and global firms in a wide scope of markets.
Agnieszka Le Nart
Kolastyna, a Polish leader in personal-care products, has announced further expansion of their export network. Already present in 30 countries, the company also plans strengthen its position in its current markets.
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