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이탈리아 Ferrero 그룹, 러시아에 추가 공장부지 설립 계획
- 이탈리아 제과회사인 Ferrero그룹은 몇 년 내 러시아가 가장 큰 시장으로 성장할 것이라는 기대를 표명함
- Ferrero그룹은 러시아에서 ‘기업의 사회적 책임(Coporate Social Responsibility program)의 일환인 입양 지원
프로그램의 성공을 이끌었으며, 러시아는 현재 Ferrero그룹 매출액 부문에서 독일, 이탈리아, 프랑스에 이어 4위를
기록함
- Ferroro기업은 러시아에 1995년 진출했으며, 다른 시장에 비해 무척 빠른 속도로 성장하고 있음
- 러시아 Ferrero의 대표 Igor Nemchenko는 러시아가 2-3년 내에 프랑스를 제칠 것이며, 2021년까지 러시아 생산량은
독일의 생산량과 맞먹거나 뛰어넘게 될 것이라고 자신함
- 러시아는 Ferrero가 유럽을 넘어 시장을 확대한 성공적 사례로 평가받고 있으며, 이미 Raffaello와 Kinder Surprise
초콜렛의 가장 큰 소비시장으로 성장하였음
- Ferrero 그룹은 현재 생산력을 증가시키기 위한 추가 공장 부지를 물색하고 있으며, 최종적으로는 러시아에서
Ferrero Rocher 초콜렛 생산을 목표함
- 현재 가동중인 Vladimir Plant의 경우 두자리수의 성장세를 기록하며 현재는 매년 33,000톤의 초콜렛을 생산하고 있음
- 지난 5년동안 공장에 투자된 총 금액은 2억 5천만 유로(3억 2,200백만불)이며, Vloadimir지역의 가장 큰 투자
프로젝트로 평가됨
- Ferrero가 납부하는 세금으로 30억 루블(9천 500만불)이 지역 경제에 투자 되었으며, 현재 130개 이상의 해외
기업들이 위치하여 러시아에서 가장 투자친화 지역 중 하나로 꼽히고 있음
[원문] The Italian confectioner Ferrero Group is placing high hopes on Russian chocoholics and expects the country to become its top market within a few years, company representatives said at the fifth anniversary of Ferrero's plant in the Vladimir region on Monday.
The event also highlighted the success of the Italian privately held firm's corporate social responsibility program in Russia, which is targeted at supporting adoptions. Russia is currently Ferrero's fourth largest market in terms of turnover, following Germany, Italy and France. The brand came here in 1995, as compared to its more than half a century presence in Europe, but is already growing here much faster than in the other markets. "Today we are number four, but the difference between us and the top three is getting smaller and smaller," said Igor Nemchenko, Ferrero's general director in Russia and the CIS. Nemchenko added that it would take two to three years for Russia to overtake France for Ferrero and estimated that by 2021 Russian production levels would get close to those of Germany, maybe even surpassing them. "No matter what, in the end, Russia will take its place as the number one market for the group," Nemchenko said. Giuseppe D'Angelo, general manager of Ferrero British-America and CIS, said that Russia's rise to the top might take a longer time, but agreed that the country is "one of the best success stories of Ferrero expansion beyond its core European markets" and would be central to their goal to become a more global company. As business grows, Ferrero executives expect to be able to continue giving to the community. Russia is already the company's largest market for Raffaello and Kinder Surprise chocolates. Both are produced at the Vladimir plant, along with Nutella. The plant launched its first production line in 2009 with a new line added each year. The latest line, producing Kinder Surprise, started working nine months ago. Ferrero Group is now looking where to add more production capacity and plans to eventually produce Ferrero Rocher chocolates in Russia as well. Production quantities at the Vladimir plant have grown at double digit rates and now reach 33,000 tons per year, plant director Stefan Lembke said. Twelve hours of producing Raffaello are enough to form a line all the way around the Moscow Ring Road while Red Square could be covered with Kinder Surprise eggs after an eight-day production cycle. Total investments into the factory over five years reached 250 million euros ($322 million), making it the largest investment project in Vladimir region. Ivan Chernykh, first deputy governor of the Vladimir region, estimated that Ferrero's tax payments alone added 3 billion rubles ($95 million) to the local economy. There are more than 130 foreign companies now working in the region, which is considered to be one of the most investment-friendly in Russia. "We know how difficult it is, particularly for a startup to be successful in a new country. We found from the very beginning a very friendly environment here," D'Angelo said.
출처: KITA's Marketing Info