Milka, Coca-Cola Top Consumer Brands in Balkan States
Milka, Coca-Cola and Vegeta are the three strongest FMCG brands in Slovenia, Croatia, Bosnia and Herzegovina, Serbia and Macedonia, according to research conducted by Valicon for the 12th year in a row.
Milka once again tops the list, thanks to an innovative approach that combines classical marketing, product and price positioning. According to Valicon, Milka's consistent focus on tenderness, aggressive product advertising and work at points of sale represent good guidelines for other consumer goods brands.
Despite the general drop in the soft drinks category and strong competition (e.g. from Pepsi and local brand Cockta), Coca-Cola has managed to maintain second place in Valicon's regional Top 25 list.
The top two brands have a significant advantage over the others, while those listed from third to eighth place are very close to each other. The top 10 continues with Cedevita, followed by Argeta, Orbit, Smoki, Cockta, Nivea and Pepsi.
Placing from 11 to 20 are Nescafe, Jaffa Cakes, Fanta, Jana, Lenor, Paloma Toilet Paper, Gillete, Plazma, Kiki and Ariel, respectively. Ending up the Top 25 are Ariel, Airwaves, Nutella, Podravka Juhe, Dukat Jogurti and Medeno Srce.
One of the most successful regional brands over the past year has been Jana, a water brand, which moved from 25th place in 2013 to 14th last year.
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