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Bambi

Prior to acquisition by Salford in 2004, Bambi was the number one biscuit manufacturer in Serbia. Its core brand “Plazma” is the number one confectionary brand in Serbia. With efficient operations but with a limited focus on sales and marketing Bambi faced significant challenges to its market share and low top line revenue growth.

Given the strength and commitment of incumbent management, limited management changes were made in Bambi. Instead, a focus on transforming management focus to sales and marketing was undertaken by Salford.

Measures undertaken included, completion of in depth strategic review with McKinsey & Co.; hiring of top international sales and marketing executives; reduction of less profitable SKU’s; sale of non core business; continued head count reduction; re-engineering of production process; initiation of a new route to market; re-launch and extension of the core “Plazma” brand and other products, aggressive expansion into other markets in former Yugoslavia and merger with Banat (a mid size chocolate business) in order to provide chocolate capabilities to Bambi and improve Banat’s branding and distribution.

Today Bambi is the most profitable and efficient confectionary business in Serbia and the 2nd largest in Macedonia and Bosnia and with excellent prospects for continued top line marketing led growth.