Trading activity

Amica Trade and Marketing  have become a management centre of the brands of the whole capital group.  Presently the offer of Amica group for the European market is available with three brands: Amica, Hansa and Gram.  Amica is a commonly known make in Poland ( over 82%, TNS 2013) and its products are available also in German, British and French markets. Hansa is a brand which has been building its position in the eastern markets for over twenty years. Gram is a Scandinavian brand of 100-year tradition. It was taken over in 2001 and now it is being developed by Amica.

-We are creating in Poznań a competence management centre of brands  and products for all Amica Group. Building strong brands on existing markets and winning new markets require precise managing and supporting marketing activities. Therefore the Centre will be responsible mainly  for creating strategies of brands belonging to the Group.  Obviously it is strongly connected to product and communication activities. The dynamic development, which is planned for next years, means that we have to manage successfully  sale-marketing structures in order to use fully the possessed potential – says Arkadiusz Gwizdek, Vice-President of  the Board of Directors of Amica Trade and Marketing. – Today, when the brand creates a significant value for a consumer, it is particularly important –adds the Vice-President.

 

Coordination of the activities in the whole group is a big challenge, particularly because of the mentioned before fact that there are three different brands in  the company portfolio. Even though Amica or Hansa make appear in many markets  it does not mean a simple possibility of adapting the strategies. It refers to marketing strategies and product offer as well as promotional strategies. However, in spite of the fact that each market has its own character there are common elements  which function  irrespectively of geographical location. It is because consumers always make decisions on the basis of the same criteria. The only things which vary are their order and significance.  A similar situation is with a point of contact of a consumer with a brand.

 

Thus Amica development  in the existing and new markets will mean proper management of the brands as well as the necessity of their integration with company structures regarding product offer, sale policy and promotional activities.