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MEGA INTERVIEW
30 countries and the sales in foreign part of the former Eastern bloc, are
markets account for around 60% of to- considered to have an enormous poten-
tal sales. Tell us something more about tial and we are currently considering
this business strategy. What were the several projects for them.
biggest obstacles and achievements in
its implementation? The US market, however, where the
placements of Alkaloid grow from year
Z. Mukaetov: Our focus on exports to year, gives an extraordinary opportu-
is the path to our growth and develop- nity for sustainable development if you
ment. Through our 14 branches and 4 have a product with high quality, added
representative offices in Serbia, Mon- value, if you choose a smart strategy
tenegro, Bulgaria, Kosovo, Bosnia and and real partners.
Herzegovina, Croatia, Slovenia, Switzer-
land, Albania, Turkey, Russia, Ukraine I do not think there is anyone com-
and the United States, all operated ing from the countries of the former
from the base in Macedonia, Alkaloid Yugoslavia who does not know Caffetin
currently places over 60% of its produc- and Becutan. Alkaloid knows how to
tion in over 30 countries worldwide. We make brands. What is your definition of
have overcome the disadvantage of the a good brand and how to produce it?
small Macedonian market through the
exports. On the markets in the region Z. Mukaetov: Nowadays, amid the
we place 35% of our production, 17% are rapid flow of information, consumers
exported to the European Union Mem- do not interact with anonymous prod-
ber States, 7% in Russia and the CIS, and ucts, but rather build relationships
2% in the USA. with brands in which they identify their
own values. For a brand to thrive in any
Each market has its own specific fea- market, it must continually fulfill its
tures and it is important each of them promises and to guarantee consistently
to be approached individually. In order high quality. The leading brand of Alka-
to be competitive in any market, it is loid - Caffetin enjoys a high index of rec-
necessary to invest in the local staff, in ognition among consumers. The eleven
the product portfolio and in the mar- billion pills sold are the reason why
keting. The struggle to penetrate new Alkaloid continuously invests in the ex-
markets is not at all easy and requires pansion of the portfolio, so in the past
constant monitoring and harmoniza- 10 years we have introduced four new
tion with legal regulations specific to extensions from various indications ar-
each market. Depending on the specific eas. Leader in the number of extensions
market conditions, we define the coun- in the pharmacy segment is our brand
tries of interest, as well as the forms of Prokulin, introduced in 1967, which
investment, and we specialize in specif- over the last decade has grown into a
ic product groups and forms of partner- complete line for eye care not only in
ships through which we differentiate Macedonia but also in the region. From
against other market participants. among the newer brands, I would men-
tion Block Max as a rising star, which
What are the plans and expecta- has become the favorite medicine in the
tions for the future, which markets you domestic medicine cabinets of the end
will pay particular attention to? users, in 6 years since its introduction.
In the cosmetics segment I would defi-
Z. Mukaetov: At the moment, partic- nitely single out Becutan which is the
ularly interesting and under-exploited absolute leader in children’s cosmetics:
potentials in the segment of the Euro- it is a synonym for tradition, consistent
pean Union for me are the markets of quality, trust and loyalty. Since it ap-
New Europe: Poland, Romania, Czech peared on the market in 1978 to date,
Republic and Slovakia which, although 150 million pieces of product from
20 October 2016
