#In Close-Ups
FASTER! LARGER! STRONGER!
RECORDS OF REGION SOUTH
T
he motto of the financial year 2017 was Serious
About Sales. An increase in the market share
and sales, the availability of the key SKUs in
each outlet, improved brand exposure, and personal-
ized experience for each customer have become our
priorities which form an integral part of our work. Also
there are probably no Imperial Tobacco team members
who haven't learnt all six elements of the Market Repeat-
able Model cycle by heart – a tool which allows us to achieve
our company’s most ambitious business goals.
Summarizing the results of the financial year 2017, we should cer-
tainly mention Southern Russia which was the undisputed champi-
on in terms of gradual and successful achievement of the goals set.
In August 2017, Southern Russia achieved sales targets for
the 22nd consecutive month. From November 2015 to today,
Vsevolod Minochkin's team has worked hard, increasing
sales and the market share of Imperial Tobacco in Southern
Russia.
WE ARE VERY OPTIMISTIC ABOUT THE
GOALS FOR THE FINANCIAL YEAR 2018
AND ARE LOOKING FORWARD TO NEW
CHALLENGES WHICH WILL OPEN UP NEW
OPPORTUNITIES FOR US!
Vsevolod Minochkin, Regional Sales
Manager, South Russia: “We have set a
target for achieving a 3% market share
before the end of the financial year 2017,
and we already managed to achieve this
in June. Now we are aiming for a 5% mar-
ket share in the financial year 2018.
The company has done a lot to help us achieve
the goals: it expanded our team by employing new
sales people; it provided good equipment for us; it
reduced the product range allowing us to focus on
the most important SKUs; it increased the budget;
and the most important thing is that we were given
a product of superior quality at an attractive price.
To thank the company for the resources it provided
for us, the very least my team and I could do was to
reach the goals set!
Southern Russia has the largest number of salespeo-
ple in the country. We are largely responsible for the
success of the region. We cannot go back on it. Every
day we will try to work harder than the day before.
We are not competing with our rivals in terms of fi-
nancial resources. In my opinion, this makes us stron-
ger, we are becoming more responsible, flexible and
creative. We aim to become the best partner for our
retail and wholesale customers, and I dare to say that
relationships are more valuable than money.
We are very optimistic about the goals for the finan-
cial year 2018 and are looking forward to new challeng-
es which will open up new opportunities for us!”
FY 2016 – FY 2017
(billion sticks)
MARKET SHARE GROWTH, %
3.2
1.38
1.01
2.1
2016
7%
53%
2016
19%
Jul 2016
Jul 2015
IN AUGUST 2017, SOUTH
REGION TEAM ACHIEVED
SALES TARGETS FOR THE 22ND
CONSECUTIVE MONTH
2017
The share of growth
brands in the portfolio
grew by 24%
40%
2.4
Jul 2017
4%
77%
2017
GB MAXIM Jade
Viktor Mikhailenko, Area Sales Man-
ager, Stavropol: “Success in the job
depends on the attitude towards it. You
cannot expect to get a result without
working on it every day!”
Dmitry Gorbunov, Area Sales Man-
ager, Rostov-on-Don: “We know
that every day we must grow and do
more than yesterday, and this is the
key to our success. This is true of all
aspects of our work: sales, installation
of
equipment, and work with end consumers. A year ago we
focused on P&S QS, and now this brand has ensured our suc-
cess. In July 2017, the share of P&S QS sales in the ITG port-
folio in Rostov-on-Don reached 57%.”
Vladislav Konstantinov, Area Sales
Manager, Krasnodar: “In my opinion,
this is the most successful year of my
career in Imperial Tobacco. I would like
to thank my entire team for the result
that has been achieved! This year we have
managed to change the market situation
and achieve excellent sales figures for our main P&S brand
family. Each of you has contributed to this: you have worked
hard and diligently every day, and together we have managed
to achieve such impressive results.”
Sergey Rudenko, Retail Sales Super-
visor, Volgograd: “Portfolio optimiza-
tion has allowed us to focus on the key
brands. An increase in traditional retail
sales has had a positive impact on the
market share in Volgograd which has
almost doubled since the beginning of the
year: it has increased from 1.87% to 3.17%, reaching a record
high, which proves that consumers have more confidence in
our products!”
“Southern Russia, which is an undis-
puted leader in terms of market share
growth and increase in sales, has
achieved the best result in the finan-
cial year 2017. I would like to express
my thanks to all employees in the re-
gion headed by Vsevolod Minochkin!” Vadim
Rudnik, Market Manager Russia.
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