Almost a year ago, Kateryna Sakharnova became the head of marketing at AB InBev Efes Ukraine. In a new interview for MMR, she talked about the challenges that have marked this time for her and the company. this time was marked for her and the company, and also shared her own view on marketing in the face of a full-scale invasion, UNN reports.
Over the last two years the last two years, AB InBev Efes Ukraine has focused its efforts on on supporting employees and helping Ukrainian communities. Today, the company continues to actively support social and humanitarian initiatives in Ukraine. An important area is the implementation of an inclusive corporate policy, including assistance to veteran employees returning to work in the team.
At the the beginning of the full-scale invasion, the breweries were forced to stop production. production, the company's presence in the Ukrainian market was ensured by imported brands. However, as a show of solidarity with Ukrainians, the company has launched its presence in 14 key global markets, including Europe and the Americas, Chernihivske beer was launched in 14 key global markets, including Europe and the Americas. This allowed the company to earn USD 5 million, which was were used to provide humanitarian support to Ukraine and Ukrainians.
Despite the fact that last year was not easy for Ukrainian business, companies have learned to to find new opportunities for development and adapt to the needs of the times. This includes the unique experience of AB InBev Efes Ukraine's unique experience in restoring its position in the Ukrainian market after the launch of production and the transformation of the company's marketing strategy in accordance with to the new conditions.
Currently AB InBev Efes Ukraine has the potential for further development in Ukraine, as one of the company's three breweries in Kharkiv has not yet started production for for security reasons, while the others are operating at full capacity. Many of Ukrainians' favorite brands have already returned to store shelves, and interesting new products are finding their fans every day.
"First of all, business is about relationships with clients, partners and consumers. We focus on sustainable development and building partnerships. and rebuilding partnerships. The first step was to restore distribution, and the second was to return of our brands into the minds and hearts of our consumers," said Kateryna Sakharnova during the interview.
Realities today require new communication strategies for companies, however, according to AB InBev Efes Ukraine observations, consumers still want to see human values in communications to reflect human values.
That is why is why the campaign "Just like you" by Chernihivske, a brand that has has gone through its own difficult journey from loss to recovery. "Just like you" is a story about how today the brand is closer than ever to consumers, who also do not lose faith in the best, despite all the challenges.
Another Another example of relevant communication is the new winter campaign from Stella Artois, which accompanies this year's launch of a limited holiday series of cans of of beer. The main message of the campaign is that the most important gift is is the opportunity to be with your family.
According to According to Kateryna Sakharnova, the modern Ukrainian communications market is quite professional, so it is very interesting to observe marketing cases and events in the industry. At the same time, the greatest inspiration, as always, comes from people consumers, clients, partners and colleagues.
"I am very inspired by my colleagues - their stories of overcoming, their optimism, their stories of overcoming, optimism, and life-affirmation inspire and motivate me to go further. In general, people are the most valuable thing in marketing, just like in life. this is my personal insight of the outgoing year," emphasized Kateryna.