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Bralirwa to increase production

Bralirwa director Door Plantenga.Bralirwa last week spoke out to stop the speculation in the media saying that there has been a shortage of its products in the market. “These rumors caused retailers to start speculating and increasing their prices,” the managing director of Bralirwa, Door Plantenga, said, adding that the current shortage can be explained in a simple way.

Bralirwa last week spoke out to stop the speculation in the media saying that there has been a shortage of its products in the market. “These rumors caused retailers to start speculating and increasing their prices,” the managing director of Bralirwa, Door Plantenga, said, adding that the current shortage can be explained in a simple way.

Bralirwa director Door Plantenga.
Bralirwa director Door Plantenga.

She recognized, however, that the company has increased the price of some of its products. Ms. Plantenga explained that demand has been growing very rapidly, especially in the second quarter of this year, adding that to date their sales volumes are 24% higher than in July 2007.

“We are 24% higher than last year, and for soft drinks even 32%. These are the highest volumes recorded in the history of Bralirwa,” Door Plantenga announced.

According to here, the main reason is that the economy is growing rapidly and people have more money to spend. “We see a huge growth up country which is even stronger than in Kigali,” she said.

The managing director also pointed to their marketing efforts and substantial marketing investments, which are starting to bear fruit since their launch of the new Primus and Mutzing look last year.

“We introduced the small Primus bottle, which has been a big success, and we have invested heavily in visibility of our products in all media, which have helped to create more awareness and curiosity for the drinks. Moreover, we have continued to focus on the high quality of our brands, which has contributed to the growth in demand,” Door Plantenga remarked.

Another aspect, she said, is that the distributors are becoming more effective and professional in bringing their products to the retailers, so they are able to reach more consumers in each corner of the country.

Last but not least, the managing director also pointed to a factor that is totally beyond their control: the weather. Nevertheless, this year this has also positively influenced the thirst of the consumers, she said.

Investments in production increase

Ms. Plantenga remarked, however, that Bralirwa had foreseen the increased demand, for which reason the company has invested, since the beginning of this year, in fermenting capacity in Gisenyi as well as in bottling capacity.

“Bottle line 2 in Gisenyi can now process 30,000 bottles per hour instead of 20,000,”, the Bralirwa boss explained. “These investments allow us to increase the production with more than 30%.”

“There are also five new fermentation tanks which are now ready, and we will see the benefits of that by mid-August. The bottling line is already running with good line efficiency. All these projects, however, have never hampered our production or output, and the just mentioned sales figures give proof of this,” Door Plantenga said.

Both the Gisenyi as well as the Kigali production plants are running 7 days a week 24 hours to maximize the production.

As for the prices, the managing director said that Bralirwa has tried to keep their prices at affordable levels to remain attractive for their consumers, and that they had not changed since January 2007.

However, the company had been forced now to increase the prices now, given that all their materials such as malted barley, maize, sugar, bottles and crates, as well as fuel and transport, also cost more these days than they did some months ago.

Door Plantenga says that the company will do every thing that is within their control to ensure price control from distributors to the retailers up to the consumers.

Posted by on Aug 9 2008. Filed under Business. You can follow any responses to this entry through the RSS 2.0. Both comments and pings are currently closed.

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