Georgia’s leading pharmaceutical company PSP is planning to expand its presence by opening 30 new branches in large villages of the country, while updating the space at its larger stores to offer a more comfortable and pleasant shopping experience to its customers.

Milka, one of nine global chocolate brands in the Mondelēz International family, won its fourth Golden Brand award in a row in the category “favorite chocolate brand”.

About 2,000 customers and more than 100 experts who participated in the survey of Golden Brand named Milka their favorite chocolate.

Nino Enukidze, Perfect Store Activation Manager of Mondelēz Georgia, shared her impressions of Milka’s win in an interview with Golden Brand.

Q. Georgian customers have named Milka their favorite chocolate brand again this year. What brought Milka this recognition, in your opinion?

A. We enjoy two keys to success ⁠— first the power of the Milka brand, and second, brand communication.

Last year we also significantly increased investment in media and digital, launched a new equity campaign, and updated Milka packaging.

Altogether, this helped us to win the hearts of our consumers again.

Q. Golden Brand is given to brands following successful operations of the previous year. Please summarize the year 2022.

A. It was a tough year for the whole team, but we managed to drive positive changes in the market in Georgia through intensified digital activity and strong media support, and outdoor campaigns during the Christmas season.

Last year we were also happy to get the global Effie award, which inspires and champions the practice and practitioners of marketing effectiveness globally, for the Milka “Tender Words” campaign. For us it’s a very important award, as it reflects our efforts to inspire tenderness among people and make relationships between people a little more caring and tender.

Milka grew by double digits in our country last year.

Q. How has 2023 begun for your company, and what are your expectations?

A. We began this year with the new equity rollout on all the platforms. We also carried out a tailor-made promo with Spar, and a spring seasonal with Milka pralines.

Q. What are some recent developments of Milka as a brand? Please share the brand’s progress on the Georgian market.

A. Milka is positioned globally as an ambassador of tenderness, that’s what we stand for and what we have brought to our consumers over 100 years all over the world. Recently in Georgia we have kept our focus on tenderness in line with the global equity message.  

Q. Please tell us about the future plans of Milka in Georgia. Do you plan to introduce new products to Georgia and which would those be?

A. Georgian customers are one of the most snack-friendly audiences. We see that they are eager to try new products and flavors. That’s why we are encouraged to offer new products. But precise flavors and design are a secret!

Q. What share does Georgia have in Milka’s global presence?

A. We consider the Georgian market a focus market for our business.

Years of work here have shown that local customers greet our innovations with enthusiasm and excitement. So we definitely want to continue investments in the growth of our brand here.

Q. Please tell us your opinion, what makes Milka unique and why do Georgian customers love it?

A. Milka is unique because of the tenderness of its chocolate and smooth milky taste – this is what brings customers back to us.

Q. What investments does Mondelez make in Georgia to promote Milka?

A. We are increasing our investments in TV, digital and outdoor every year with special attention to the Georgian market as we see positive feedback from consumers here. Milka Georgia is one of the biggest markets in Eurasia BU and we focus on that.

Mildronate®, produced by the leading pharmaceutical company in the Baltic states, Grindeks, has won the most prestigious and influential business award in Georgia, the Golden Brand, in the category “favorite medication for restoration of physical capacity” for 2022.

It all began with the love of wine-making, which united four brothers of the Mildiani family to establish a winery and continue 8,000 years of Georgian history with the best combination of traditional and modern methods.

Melochi Zhizni, owned by a Ukrainian brand of homecare products Ergopack, will expand its range of already diverse products, available on the Georgian market since 2007, by adding plastics and accessories for dry cleaning, Eka Maghlaperidze, told Golden Brand. Maghlaperidze is head of the marketing department at Libo Group, a marketing, sales and distribution company that imports Melochi Zhizni to Georgia.

“It is very important for Libo Group to ensure continuous supply of a diverse range of products through modern logistics technology, pamper customers with discounts and gift sets, and take care of strengthening long-term, mutually beneficial cooperation with partner companies,” Maghlaperidze said.

Melochi Zhizni offers about 200 different products created with the highest quality raw materials and in compliance with international standards. The brand is represented by a wide range of household products and combines all seemingly small but very important products such as baking paper, aluminum foil, cling wrap, roasting sleeves, sponges, garbage bags, household gloves, and much more.

The brand’s slogan “Happiness is in the small things” reflects the company’s commitment to helping homemakers simplify fuss in the kitchen.

Feedback from customers is positive and they once again named the brand as their favorite household goods brand in the Golden Brand awards survey.

Q. Unfortunately, the political and economic environment in Ukraine has not improved since our interview last year. How is the cooperation between Melochi Zhizhni and Libo Group going – how have production and supply not been interrupted?

A. Right, unfortunately the political and economic situation in Ukraine has not improved, and the country is still fighting against Russia’s aggression in order to gain freedom and peace, but in spite of this obstacle, cooperation between Libo Group and Ergopack, the producer company of Melochi Zhizni, is quite strong and successful. 

Our long-term cooperation and common goals are how we have been able to maintain the continuity of product supply even in such an unstable environment. Obviously there were some delays due to the economic and political situation, however Ergopack was able to continue production and operate in a competitive market in a short period of time.

Q. Melochi Zhizni has been available on the Georgian market for 19 years already. Could you please briefly summarize these years on the Georgian market?

A. Any product, be it one of daily use or a luxury item, must meet the needs and desires of the customers. Melochi Zhizni products are created to offer a wide selection of household goods which simplify the daily activities of housewives and respond to the basic needs and requirements of all customers. Accordingly, the main value of the brand is the creation of products tailored to customers, and position itself on the market with high quality and acceptable prices. 

The company uses a mix of marketing activities to bring products to the target market and achieve customer satisfaction.

Q. Please introduce our readers to Melochi Zhizni’s products in Georgia. Which of them are the most in demand in the country?

A. Currently we import over 200 Melochi Zhizni products in Georgia, with about fifty most in-demand.

All products are characterized by high quality, reasonable prices and a wide selection, which allow everyone to choose according to their needs and preferences.

Melochi Zhizni products are created with the highest quality raw materials and in compliance with international standards. The brand is represented by all seemingly small but very important products such as baking paper, aluminum foil, food wrapping plastic, meat grinders, dishwashing sponges, trash cans, kitchenware and much more.

The brand slogan, ‘Happiness is in the small things’, reflects their importance and provides housekeepers with the comfort that will simplify ‘fuss’ in the kitchen.

Melochi Zhizni products can be purchased in almost all chain stores throughout Georgia, and in wholesale and retail outlets. In terms of market coverage, Melochi Zhizni is a true leader.

Q. Because Melochi Zhizni’s performance in 2022 earned it the Golden Brand award, please summarize the year and share some major achievements.

A. Melochi Zhizni has become the winner of the Golden Brand awards for the third time, which makes us very happy and at the same time gives us more incentive to better take care of brand development.

As in the previous year, 2022 was also very successful for the company both in terms of sales and marketing. Sales increased by 27% in all product categories, especially in baking accessories, garbage bags and kitchen gloves.

The high quality of the products, affordable prices and marketing activities resulted in an increased market share last year. In order to increase brand awareness and credibility, many types of marketing and PR activities were carried out in 2022 ⁠— various types of advertising campaigns both on social media and TV, sponsorship of highly rated cooking shows, creation of video recipes with the participation of famous cooks and chefs, sponsorship of culinary events and much else.

Due to the increase in sales in 2022, the share of product placement in online or traditional channels also increased compared to competitors, which allowed us to place a wider range of products in stores.

Customers can purchase Melochi Zhizni products in all network stores and traditional types of shopping outlets present on the Georgian market today.

I must mention that every employee of our companies, Ergopack and Libo Group, who are distinguished by their high professionalism, contributed to obtaining the Golden Brand title. Teamwork, effort, dedication to work, and striving to achieve goals are what guarantee the success of our brand. 

Being a leader in the field of household goods means a great responsibility to take care of customer needs by offering the highest quality product and constant improvement.

Radio holding Maestro is striving to be more visible online, sharing content at its website http://radiomaestro.ge, on social networks and its YouTube channel in order to reach its listeners not only in Georgia but abroad.

After cementing its leading position on the Georgian market, Proservice, the country’s first hosting company, is set to conquer foreign markets under a new brand and increase its customer base.

Kordzadze Law Office, one of the leading law firms in Georgia, has been given the Golden Brand award for the fourteenth time.

Swedish manufacturer of wood and vinyl floors Kährs is continuing to “work” the wood flooring industry with a series of innovations and flooring solutions for homes in Georgia.

Georgian construction and repair company Kgroup has achieved 20% growth in the field of construction and metal product manufacturing.