OREANDA-NEWS. On 21 July 2008 was announced, that Pava defined several priority regions where efforts supporting secondary sales of consumer-size products will be activated. The fact is that having contracts with large companies, the grain processor achieved a certain level of sales volume which is almost impossible to increase without working with a secondary purchases market. In the nearest future, the plan aimed at promoting secondary sales will be put into action.

One of the first regions where the promotional programme began was the Tatarstan Republic. There, flour under the Altay-Batyushka® brand sells in retail networks, besides, activity supporting trade representatives is conducted. Very soon, the same efforts will be undertaken in several other places: Bashkortostan, Volgograd, Arkhangelsk and Irkutsk regions.

PAVA, the largest grain processor of Siberia and the Far East, is represented on the flour market by 2 brands - Altay-Batyushka® and PAVA®. Altay-Batyushka® was launched first, and because of the Russians’ loyalty to the Altay flour, it entered the market quite easily. After re-branding, APK “Hleb Altaya” was named “PAVA”. At this time, the company changed its strategy when a decision to establish a similarly-named trademark was made. PAVA® was created as an umbrella brand, currently giving name to flour, cereals and crackers.

PAVA® is marketed as a premium product. Unlike Altay-Batyushka®, it has a more formal-looking and expensive package. Today, customers still prefer Altay-Batyushka® flour more often, however, PAVA will be working on promotion of both brands.