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Strict Standards: Non-static method DB::isManip() should not be called statically, assuming $this from incompatible context in /PEAR/DB/pgsql.php on line 323

Strict Standards: Non-static method DB::isError() should not be called statically, assuming $this from incompatible context in /PEAR/DB/common.php on line 960

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Strict Standards: Non-static method DB::isError() should not be called statically, assuming $this from incompatible context in /PEAR/DB.php on line 1288

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Strict Standards: Non-static method DB::isError() should not be called statically, assuming $this from incompatible context in /PEAR/DB/common.php on line 955

Strict Standards: Non-static method DB::isManip() should not be called statically, assuming $this from incompatible context in /PEAR/DB/pgsql.php on line 323

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Strict Standards: Non-static method DB::isError() should not be called statically, assuming $this from incompatible context in /PEAR/DB.php on line 1288

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Strict Standards: Non-static method DB::isManip() should not be called statically, assuming $this from incompatible context in /PEAR/DB/pgsql.php on line 323

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Strict Standards: Non-static method DB::isManip() should not be called statically, assuming $this from incompatible context in /PEAR/DB/pgsql.php on line 323

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Strict Standards: Non-static method DB::isError() should not be called statically, assuming $this from incompatible context in /PEAR/DB/common.php on line 1612

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Strict Standards: Non-static method xajaxPluginManager::getInstance() should not be called statically, assuming $this from incompatible context in /__handel_admin/lib/xajax.inc.php on line 194

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Strict Standards: Non-static method DB::isError() should not be called statically, assuming $this from incompatible context in /PEAR/DB/common.php on line 955

Strict Standards: Non-static method DB::isManip() should not be called statically, assuming $this from incompatible context in /PEAR/DB/pgsql.php on line 323

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Strict Standards: Non-static method DB::isManip() should not be called statically, assuming $this from incompatible context in /PEAR/DB/pgsql.php on line 323

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Strict Standards: Non-static method DB::isManip() should not be called statically, assuming $this from incompatible context in /PEAR/DB/pgsql.php on line 323

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Strict Standards: Non-static method DB::isManip() should not be called statically, assuming $this from incompatible context in /PEAR/DB/pgsql.php on line 323

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Strict Standards: Non-static method DB::isManip() should not be called statically, assuming $this from incompatible context in /PEAR/DB/pgsql.php on line 323

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Strict Standards: Non-static method DB::isManip() should not be called statically, assuming $this from incompatible context in /PEAR/DB/pgsql.php on line 323

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Strict Standards: Declaration of HTML_QuickForm_hidden::accept() should be compatible with HTML_QuickForm_element::accept(&$renderer, $required = false, $error = NULL) in /PEAR/HTML/QuickForm/hidden.php on line 34

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Strict Standards: Non-static method DB::isManip() should not be called statically, assuming $this from incompatible context in /PEAR/DB/pgsql.php on line 323

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Strict Standards: Non-static method DB::isManip() should not be called statically, assuming $this from incompatible context in /PEAR/DB/pgsql.php on line 323

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Rozmowa z Jackiem Wyrzykiewiczem, PR & Marketing Services Managerem w Hochland Polska

Kategorie produktów

Rozmowa z Jackiem Wyrzykiewiczem, PR & Marketing Services Managerem w Hochland Polska

Środa, 13 lutego 2019 Autor: Monika Kociubińska, HURT & DETAL Nr 02/156. Luty 2019
Rozpoczyna się 25 rok istnienia firmy Hochland w Polsce, czas zacząć uroczyste obchody tego pięknego jubileuszu – na ten temat rozmawiamy z Jackiem Wyrzykiewiczem, PR & Marketing Services Managerem w Hochland Polska.
Historia Hochland w Polsce sięga końca lat osiemdziesiątych, co istotnego dla firmy się wtedy wydarzyło?

Wówczas to zaszły zmiany ustrojowe, które stworzyły całkiem nowe możliwości i otworzyły rynek dla wyrobów importowanych, zwłaszcza z krajów Europy Zachodniej. W 1993 roku Grupa Hochland osiągnęła taki poziom importu, że można było pomyśleć o utworzeniu przedstawicielstwa firmy w Polsce.W grudniu 1993 roku w Ciechanowie została powołana do życia Spółka Hochland Polska. W 1995 roku uruchomiono w fabryce Hochland Polska w Kaźmierzu produkcję serów kremowych, opartą na polskim surowcu, silnej kadrze i sprawdzonej technologii. W 1997 roku rozpoczęto produkcję puszystego serka Almette, który szybko stał się prawdziwym przebojem na rodzimym rynku, a Almette stworzyła i rozwinęła kategorie serów puszystych w Polsce. W 2002 roku zapadła decyzja o kupnie zakładu w Węgrowie nieopodal Warszawy. Dzięki temu poszerzono asortyment także o sery żółte, mleko i serwatkę w proszku.

Jakie znaczenie ma Hochland w Polsce?

Hochland to dla detalistów w Polsce ceniony partner i markowy lider rynku – największy i stabilny. Serki Hochland, Almette, Valbon jedzą wszyscy. Cenione są za bardzo wysoką jakość i, co za tym idzie, doskonały smak. Konsumenci mają w czym wybierać – nie brakuje zróżnicowanych smaków, rodzajów, kształtów. Każdy znajdzie coś dla siebie. Hochland aktywnie współpracuje z detalistami zarówno placówek mało, jak i wielkoformatowych. Wszystkie nasze kampanie marketingowe wspieramy szeroko prowadzonymi akcjami w detalu i materiałami POS. Nie bez znaczenia jest także regularny kontakt naszych sił sprzedaży z placówkami handlowymi i bezpośrednia współpraca przy organizacji zamówień i optymalizacji zaopatrzenia.

Jaki profil działaności ma Hochland w Polsce?

Obecnie polski oddział Hochland specjalizuje się w produkcji serów kremowych (w krążkach, plasterkach, bloczkach i kubeczkach), serów twarogowych (Almette, Hochland Kanapkowy), serów żółtych i pleśniowych (Valbon, Hochland). Zgodnie ze strategią, która stawia na innowacje i nowe produkty, firma Hochland jako pierwsza na rynku zaoferowała serki puszyste, pojedynczo pakowane sery topione w plastrach, sery topione w krążkach czy sery żółte w opakowaniu „otwórz/zamknij”. Ta taktyka zapewniła niewątpliwy sukces rynkowy.

Jak sprawić, by polski konsument był lojalny wobec raz wybranej marki?

Konsumenci chcą produktów spożywczych bardziej naturalnych, mniej przetworzonych, wyprodukowanych ze znanych im składników. Takie właśnie jest Almette – 100% naturalnych składników i 100% przyjemności. Bez zagęstników, barwników i konserwantów! Puszyste serki dostarczają wyłącznie to, co naturalne i pyszne – mleko od polskich krów niekarmionych paszą z dodatkiem GMO, bogactwo aromatycznych ziół i przypraw. Dbamy o to, aby każde spotkanie z Almette było prawdziwą przyjemnością dla podniebienia! Miłośnicy serków Almette mogą wybierać z bogatej oferty słonych wariantów z ziołami, warzywami i przyprawami, a także spośród owocowych. Almette od lat ma swoich miłośników i pozostaje na pozycji lidera w kategorii serów twarogowych. Nasze działania marketingowe skupiają się na realizowaniu potrzeb konsumenta. Receptą na jego lojalność jest kompilacja kilku elementów, na które składają się: dostępność fizyczna – budowanie optymalnej dystrybucji, dostępność mentalna – budowanie więzi emocjonalnej, preferowany produkt w kategorii oraz konsekwencja w działaniu. Hochland w kolejnych latach zamierza kontynuować poszukiwanie produktów, które najlepiej trafiają w gust wymagającego polskiego konsumenta.

Czy Hochland zaplanował coś specjalnego z okazji swojego jubileuszu?

Marka Hochland znowu zaskakuje! 19 lutego startuje ogólnopolska loteria Hochland z okazji 25 lat obecności marki na polskim rynku. Urodzinowa loteria Hochland to forma wspólnego świętowania z miłośnikami marki. W loterii biorą udział wszystkie produkty marki Hochland (Hochland Kanapkowy, sery żółte, sery kremowe oraz sery pleśniowe). Aby wziąć udział w loterii, wystarczy kupić ser Hochland z etykietą promocyjną i zarejestrować widniejący na niej kod na stronie www.loteria-hochland.pl. Jest o co walczyć! W wielkiej urodzinowej loterii do wygrania będzie aż 5 rodzinnych, samochodów Jeep Renegade w wersji z bogatym wyposażeniem oraz codzienne nagrody pieniężne – 25x100 zł! 19 lutego oficjalnie startuje rejestracja kodów na stronie, a po nagrody szczęśliwcy będą mogli zgłaszać się do 15 kwietnia. Odbiór wygranej będzie możliwy po okazaniu etykiety promocyjnej z kodem. Losowanie nagród głównych zaplanowane jest na 7 maja 2019 r. Loterię wspierać będą zintegrowane działania komunikacyjne i marketingowe. Od początku lutego startuje również kampania telewizyjna, której towarzyszyć będzie intensywna promocja loterii w digitalu i mediach społecznościowych. Spoty wyemitują również kina i rozgłośnie radiowe. Wielka loteria urodzinowa będzie promowana w prasie handlowej, na materiałach POS oraz w ramach działań PR.

Dziękuję za rozmowę.
Monika Kociubińska



tagi: Jacek Wyrzykiewicz, Hochland Polska,


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