QUALITY AND PARTNERSHIP THE ROUTES TO SUCCESS
Through acquiring the Bogart business, as well as the Hajenius and Oud Kampen brands, we create new possibilities to gain market share for Swedish Match Benelux. Tom Bodde, Managing Director Swedish Match International Division Benelux, gives his view on the market opportunities. BY: KAROLINE HAMMAR
With the recent
acquisitions, we
will be stronger in
terms of market performance
and end-sales results. Hajenius
is a super-premium brand with
an exclusive and selective
distribution at 230 outlets in the
Netherlands. On the other hand,
most of the Bogaert assortment
comprises value-priced brands.
Acquiring the Bogart Cigars
business, as well as the Hajenius and Oud Kampen brands,
enables us to serve both high and
low ends of the market.
What is the market potential?
“We have a strong market position in the Benelux countries. For the new brands, the Belgian market shows strong potential, with a premium sales force that is developing the premium short-filler proposition. Also for the former Bogart business, we see new possibilities to sell private labels and continue to drive growth in Benelux.”
How will the market share increase?
“We are a full-assortment supplier to our business partners. With
the newly acquired brands, in combination with our traditional brands, I believe we offer the best. By creating partnerships with retailers, we are developing the cigar category. A clear positioning of the brands and a dedicated sales force will strengthen our market position. Swedish Match Benelux is a team of passionate people. For us, it’s important to focus on consumers and customers. We have set the target of being the best in terms of market approach. We create a spirit of wanting to be better than our competitors. We will generate market share and keep up the good results.”
What is Swedish Match’s competitive advantage?
“It is our sales representatives, who sell cigars to our tobacco retailers. It’s of utmost importance that we have excellent relationships with our retailers. They are our ambassadors, advising and selling our brands to the consumers. Our performance in terms of delivery, quality and partnership is the route to our current and future success.”
Tom Bodde says Hajenius
and Oud Kampen show strong potential in the
Belgian market.
Cricket gears up in the Philippines
Four miles outside Manila, the new plant where the popular Cricket lighter is manufactured was officially opened in May. The new lighter plant represents state-of-the-art production for Swedish Match Cricket lighters. BY: HENRIK BREHMER
Manila in 38 degrees Celsius heat. Vic
Bocaling welcomes his guests to the new
plant in Laguna Techno Park, four miles
outside Manila. Vic has been the Managing Director
of Swedish Match in the Philippines since 1996 and is
responsible for Swedish Match’s new plant, where the
popular Cricket lighter is manufactured. The plant
was operational at the end of December 2007 and was
officially inaugurated May 5 this year.
“Today, the new lighter plant represents the importance
of having Cricket lighter production in Asia for Swedish
Match. The new plant in Laguna
Technology Park also has good
expansion possibilities. Cricket
is ready to continue expansion,”
explains Vic Bocaling.
“The production flow has
been optimized and the processes
automated, which enables more
efficient production flows and a
better work environment for the
employees,” says Marcel Petersen,
Swedish Match Philippines’
Manufacturing Director.
In 2006, it was established that the
former plant in Manila was small
and old fashioned. An intense hunt
for new premises with the right
expansion possibilities was initiated.
One of the requirements was that
the new plant would be located in
an area that would allow reasonable
travel time for employees. This was
an important consideration for Vic and his team, since retaining employees was extremely vital.
“We were able to retain all our employees in the plant, which contributed highly to the successful transfer and continued high efficiency of the new plant,” says Maribel Umali, Swedish Match Philippines’ Human Resource Manager.
In April 2007, Swedish Match purchased the new plant in Laguna Technology Park, at which other international companies such as Atlas Copco, Honda, Panasonic and Hitachi were established. It was a battle against time; in six months the new premises were to be customized and
Jarl Uggla, President Swedish Match International
Division, cuts the ribbon together with Sweden’s ambassador to the Philippines Inger Ultvedt (to the right) and Lillia de Lima, Director for the Philippine
Economic Zone Authority (to the left).
