Using its experience in the sales policy in our country and relying on its sufficient knowledge of the business environment in Romania, BELLA Bulgaria opened its own sales office in Bucharest at the end of 2007. Since the beginning of its activities in October last year, the company’s new division has been continuously developing its structure, pursuing a consistent policy for the establishment of the products of BELLA Bulgaria on the Romanian market. For this relatively short period, the sales office has built steady partnership relations with leading distributors in the region and developed its own logistic activities in Bucharest.
BELLA’s new approach had a positive impact over the results achieved by the company on the Romanian market and seriously expanded the range of its activities. Today, one year later, the sales office in Romania already has 28 employees, covering the whole territory of the country. There is an individual division in Bucharest, which cares about the contacts with the big trading chains, having more than 70 sites. Furthermore, the division is responsible for the direct supply of almost 350 convenience stores in Bucharest and the region. Thus, after its successful positioning on the Bulgarian market, BELLA is already applying its know-how in Romania. This is a sales initiative with a vast potential in our northern neighbour.
The presence of BELLA Bulgaria on the market in Romania dates back from 2001. During this time, the company has been working with different distributors, relying mostly on their good knowledge of the business. Initially, the company focused on the establishment of filo pastry and puff pastry, being products with a great potential. Thanks to the effective planning and consistent approach in its activities, the BELLA brand became synonymous with quality for the Romanian consumers. However, the real expansion of the brand began with the company’s entering a new product category - „convenience food” (the ready to eat patties of filo pastry and puff pastry). The start of these products has been preceded by the profound analysis of consumer preferences. The results of this analysis show a definite specificity of the preferred tastes, which requires a different strategy for their positioning. This strategy includes the creation of special packings in Romanian language.
BELLA Bulgaria’s analysis of the Romanian market shows some similar features with the situation in our country. Both countries have „young markets”, which in contrast with the developed countries in Western Europe feature an intense consumer interest in innovations. Consumers are curious about unknown products, brands and tastes and accept them with eagerness and interest, as long as they meet their expectations. In order to stimulate their activity, BELLA realized its advertising company with the well-known slogan „Steal time for you”. Moreover, in October the company had its own booth at RomExpo – one of the most important expos in the country, where it presented its products before a specialized audience.