ursus
Sal es Ex a m
August 2013
"Making a difference through beer"
Name of student:
Table of contents
1. Introduction
1
2. Ursus
1
2.1. Ursus core values
2
3. Off-trade market
3
4. On-trade market
4
5. Sales strategies
5
6. Customer visits
6
7. Gaining trust
7
8. Exceeding customer expectations
8
9. Conclusion
8
10. Exam case
9
1.Introduction
The aim of this report is to analyze the sales techniques of Ursus Breweries.
Within this report Ursus Breweries will be mentioned as Ursus.
The report will start with a portfolio presentation of International and Romanian brands within Ursus, and will continue with sales methods that the company uses on off-trade market and on-trade market.
The sales analyses are based on a conversation that I had with a Sales
Representative of Ursus, Cristian Popescu. Cristian began his career for Ursus
Distribution 6 years ago as a Salesman, and for 3 years he is in charge of sales within 4 districts between romanian borders.
2.Ursus
Ursus is a romanian brewery, established in 1878 in Cluj, and in the present is the second largest brewer in Romania with over 1700 people employed and 24% share of the market. Since 1996 Ursus Breweries is a subsidiary of SABMiller
PLC one of the world’s largest brewers.
Ursus has three breweries in different cities along the country and a mini-unit line production in Cluj. The company operates from their own offices in five largest cities in the country. The company has a mix portfolio of authentic local brands like: Ursus,Timisoreana, Ciucas, Stejar,Azuga, and international brands as: Reed’s, Grlosch, Peroni Nastro Azzurro, and Pilsner Urquell.
Ursus is one of the best-selling beers in Romania, brand that has the slogan “
The King of Beers in Romania”.
Ursus, Timisoreana and Ciucas are the main products for the brewing, counting for 68% of sales volume. Ursus volumes grew by 24% in 2013
August 2013
"Making a difference through beer"
Name of student:
Table of contents
1. Introduction
1
2. Ursus
1
2.1. Ursus core values
2
3. Off-trade market
3
4. On-trade market
4
5. Sales strategies
5
6. Customer visits
6
7. Gaining trust
7
8. Exceeding customer expectations
8
9. Conclusion
8
10. Exam case
9
1.Introduction
The aim of this report is to analyze the sales techniques of Ursus Breweries.
Within this report Ursus Breweries will be mentioned as Ursus.
The report will start with a portfolio presentation of International and Romanian brands within Ursus, and will continue with sales methods that the company uses on off-trade market and on-trade market.
The sales analyses are based on a conversation that I had with a Sales
Representative of Ursus, Cristian Popescu. Cristian began his career for Ursus
Distribution 6 years ago as a Salesman, and for 3 years he is in charge of sales within 4 districts between romanian borders.
2.Ursus
Ursus is a romanian brewery, established in 1878 in Cluj, and in the present is the second largest brewer in Romania with over 1700 people employed and 24% share of the market. Since 1996 Ursus Breweries is a subsidiary of SABMiller
PLC one of the world’s largest brewers.
Ursus has three breweries in different cities along the country and a mini-unit line production in Cluj. The company operates from their own offices in five largest cities in the country. The company has a mix portfolio of authentic local brands like: Ursus,Timisoreana, Ciucas, Stejar,Azuga, and international brands as: Reed’s, Grlosch, Peroni Nastro Azzurro, and Pilsner Urquell.
Ursus is one of the best-selling beers in Romania, brand that has the slogan “
The King of Beers in Romania”.
Ursus, Timisoreana and Ciucas are the main products for the brewing, counting for 68% of sales volume. Ursus volumes grew by 24% in 2013