Features of national and international marketing on the example of JV "Belita-Vitex"

Features of national marketing on the example of JV "Belita-Vitex"

The history of cosmetic enterprises CJSC "Viteks" and JV "Belita" LLC began with the creation in August 1988 on the basis of the republican base "Belbytsnab" CJSC "Belbytkomplekt" headed by Viktor Tereshchenko.

Later, in November 1989, a joint venture (JV) LLC "BELITA" was created, the head of the board of which was elected General Director of CJSC "Belbytkomplekt" Viktor Tereshchenko.

On the Belarusian side, the founder was CJSC "Belbytkomplekt" (currently CJSC "Viteks"), on the Italian side - the company for the production of cosmetics "GIVIEFFE AO". The Italian side ensured the supply of equipment and handed over the formulas of several cosmetics, the Belarusian side provided the new enterprise with personnel and production facilities.

Today CJSC "VITEX" and JV "BELITA" LLC are recognized leaders in the production of domestic cosmetics, including professional products for hairdressing, cosmetic and massage parlors, as well as oral hygiene products and products household chemicals everyday demand.

A complex of industrial buildings, intracompany communications, technical and technological equipment from well-known domestic, Russian and European equipment suppliers - all this allows us to consider the enterprise as a representative of a new wave of commodity producers of the new decade.

The enterprises operate a full production cycle: from the development of a unique formulation of the drug, the creation of a packaging design, followed by the development of the product in production, to the sale of products through their own distribution network of branded stores and sections, their own trading houses, general distributors and dealers operating both on the territory of the Republic Belarus, as well as in the CIS countries and abroad.

The flexible structure of the marketing mix, competitive prices, timely deliveries and decent quality have made JV "BELITA" LLC and CJSC "VITEKS" one of the companies that are the pride of the national economy.

The mission of JV "Belita" LLC is to always meet the needs modern business, promptly provide customers with high-quality services, thereby contributing to the success of business partners.

At the JV "Belita" LLC and CJSC "Viteks" a scientific and coordinating center for cosmetics was created, the main goal of which is to develop and introduce into production highly effective cosmetic products.

Currently, testing is carried out on the equipment of research institutes of the Academy of Sciences and the Belarusian State University, independent foreign expert centers, as well as own equipment in two testing laboratories accredited in the accreditation system of the State Standard of the Republic of Belarus and in our own beauty salons and hairdressing salons. Each product has a hygiene certificate and confirmation from the Ministry of Health.

In its activities, JV "Belita" relies on the following laws of the Republic of Belarus:

• · Law of the Republic of Belarus No. 462-XII “On Enterprises”;
• · “On protection of consumer rights”;
• · “On standardization” and “On certification”.

To analyze a company in the national market, consider the product, price, sales and communication marketing policy - the 4p marketing mix.

Commodity policy, company products.

To date, the company's range is large, the main share of all products are products for hair care, body skin, hands, feet; decorative cosmetics. The company also produces household chemicals: dishwashing and laundry detergents, cosmetics for hotels. The product range of Belita-Vitex is presented in Appendix A.

The formulations of cosmetic products are created using the latest active natural substances. They include phytocells, algae extracts, stabilized vitamin C, exotic fruits (mango, papaya, avocado, guarana), essential oils and much more.

Price policy The company is aimed at a wide range of consumers who are mainly in the middle price range. Belita-Vitex provides high quality products at a relatively low price. Prices for products are shown in Appendix B. There are also funds focused on the luxury segment with exclusive products. For example, the Q10 cosmetics line and several other items (Appendix A).

The final price of cosmetics depends on the distribution channel. It should be noted that the price in branded stores is lower than sales in non-specialized points of sale.

Sales policy (points of sale).

Belita-Vitex sells products on the territory of the Republic of Belarus through its own distribution network of company stores and sections, its own trading houses, general distributors and dealers. Wholesale trade carried out at the prices of producers in their region. Products are available in many regions of Belarus. Recently stores have been opened in Mozyr, Zhlobin, Vileyka and Molodechno.

Sale is carried out for the following objects: retail trade network; hairdressing and beauty salons; business entities for own use(consumption); retail cosmetics through its own distribution network.

Communication policy (promotion).

Within the framework of the program marketing communication Belita-Vitex uses two elements of this complex, which have a decisive position in the complex of promoting the company's products in the target market: advertising and sales promotion. In the marketing mix, advertising is the most significant element in terms of the effectiveness of the impact on the consumer of consumer goods, which include cosmetic products.

Belita-Vitex uses the following means of transmitting advertising information:

• · a television;
• · popular magazines for women and men;
• street media such as signs, billboards and ads on vehicles(on buses and trucks).

Marketers of JV "Belita-Vitex" work in two directions. The activities of marketers are presented in Figure 2.1.

One group of specialists is engaged in the study of goods directly. In the case of a new product being introduced on the market, the availability of a similar range of goods, their price parameters, quality characteristics, packaging design, etc.

Currently, the task of the marketing service is not only to find new markets, but also to maintain relationships with existing customers. After all, their loss costs the company much more than finding new ones.

After analyzing the product, price, sales and communication marketing policy in the national market, strong and weak sides.

The strengths and weaknesses of the company's marketing in the national market are shown in Table 2.1.

Table 2.1 - Strengths and weaknesses of Belita-Vitex JV marketing in the national market

[Source - own work]

Indeed, the range, quality and prices of Belita-Vitex products are at a high level. Concerning marketing activities enterprises, it is underdeveloped. The company rarely conducts marketing activities and, as a result, is not in high enough demand. In terms of packaging design, there are collections with very uninteresting or outdated packaging.

Competition on the national market is not as strong as on the international one, but still there are quite a few cosmetic enterprises in the Republic of Belarus. Competitors of the national market are presented in table 2.2.

Table 2.2 - Competitors of JV "Belita-Vitex" in the national market

Competitors	a brief description of
Belarusian-American Joint Venture (JV) Belor-Design	Cosmetic products are created on the basis of natural ingredients, the latest trends in the fashion world and the achievements of modern cosmetology.
Belarusian-Italian joint venture (JV) "Relui-Bel"	A wide selection of original, high quality decorative cosmetics. Works on Italian raw materials.
PC LLC "Belkosmeks"	Creation of high-quality cosmetics, the concept of which provides for the use of components of plant origin closest to human skin, as well as the latest developments of European laboratories in the field of biochemistry.
Belarusian cosmetic company OOO "Exclusive cosmetics"	Cosmetics that combines all the advantages of modern cosmetics for skin and hair care.

As can be seen from Table 2.2, JV "Belita-Vitex" has many competitors that produce high-quality products. However, today the company is a recognized leader in the production of cosmetics and hair care products, including a large range of professional products for hairdressers and beauty salons. JV "Belita" and CJSC "Viteks" provides a huge opportunity to choose high-quality, environmentally friendly, safe and worthy of the price of cosmetics and perfumes.

For a more successful development of national markets, it would be advisable for a company to:

• 1. Work on packaging design and improve constantly. It is important for any company to keep up with the times and be aware of the latest trends and innovations.
• 2. Conduct promotions, product tastings.
• 3. Keep up with competitors, participate in various national exhibitions.

It has been scientifically proven that in the process of fermentation and maturation of wine from natural sugars and organic acids, extremely active and skin-friendly terpenoids, enzymes, and especially polyphenols, flavonoids, anthocyanins, which have high antioxidant activity, are formed. But it is antioxidants that are able to "catch" and neutralize free radicals, which are one of the main causes of human aging. In addition, the beneficial effect on the skin of red and white wine is explained by the fact that it prevents the destruction of collagen (supporting skin fibers) and other connective tissues, and also has an anti-inflammatory and healing effect.

In total, the composition of the cosmetic preparations of the line includes 22 biologically active components that have a complex effect on the process of melanogenesis (the synthesis of melanin pigment in the skin), brighten and whiten, and also have an exfoliating, anti-inflammatory, antioxidant and protective effect on the skin.

Chairman of the Board of JV "Belita" LLC

General Director of CJSC "Viteks"

Tereshchenko Viktor Alekseevich

"Belita" and "Vitex"

Today, it can be said without exaggeration that the foundation of these trademarks marked the beginning of the history of the Belarusian cosmetics industry.

In 1989, domestic cosmetics appeared in our stores for the first time. It was a bold challenge to Western monopolists and a real revolution in the minds of Belarusian consumers. Our first timid steps on the market were confidently supported by the Italian cosmetics company G.V.F. Thus, the joint Belarusian-Italian enterprise "Belita" was formed. A little later, the production of Vitex CJSC was organized, which became not a competitor, but a partner in the market.

Unlike many other manufacturers of similar products, the pioneers of the Belarusian cosmetics industry almost simultaneously began to produce their own packaging for their products. If we are to be original, then in everything, including in design, on which, in fact, the presentation depends.

Today, Belarusian partner companies "Belita" and "Viteks" are recognized leaders in the production of cosmetics and hair care products, including a large range of professional products for hairdressing and beauty salons.

We provide our customers with a huge opportunity to choose high-quality, environmentally friendly, safe and worthy of the price of cosmetics and perfumes.

In addition, the elegance of packaging and attractive appearance make Belita and Vitex products the most desirable for numerous buyers.

Thanks to high technical equipment, developed scientific and technological base, we are able to increase the range of products, increase the capacity of enterprises, and be competitive in the domestic and international markets.

A well-organized sales network allows you to quickly bring the goods to the consumer. Minsk residents are well aware of the addresses of four specialized stores and beauty salons. Branded sections "Belita - Vitex" are opened in all department stores of the capital. Our representations are in each regional center and in all large cities. And branded sections are opened in small towns of Belarus.

However, the borders of their own country for "Belita - Vitex" are clearly cramped. Our cosmetics can be found in Armenia, the Baltic States, Kazakhstan, Moldova, Ukraine, the Czech Republic, Canada, the USA, the United Arab Emirates, Japan and Germany, not to mention the Russian Federation.

The product range changes regularly, constantly updated with new products. Each new product line is tested for quality and safety indicators for compliance with regulatory documents in two testing laboratories accredited by the State Standard of the Republic of Belarus, in the Ministry of Health of the Republic of Belarus and certification bodies. They undergo a series of medical and laboratory tests, confirming their high healing effect, ideal cosmetic qualities and absolute harmlessness. After all, each developed new remedy is the optimal combination of the effectiveness of formulas and the preservation of natural balance in the human body.

The company has implemented and operates a quality management system, a management system environment and an occupational health and safety management system corresponding to the system models from international standards ISO: 9001, ISO 14001 and OHSAS 18001.

The purpose of our companies is to meet all the requirements and expectations of consumers, increase the competitiveness of products through High Quality, attractive packaging and affordable prices.

And every year interest in the fruits of our hard work is growing. This inspires optimism, confidence and hope that someday, while traveling on a world tour, you, our dear customers, will meet the Belita and Vitex brands in any city in any country in the world. Because "We are where it is convenient for you"!

How not to spoil your beauty

All women are naturally beautiful. Another thing is how we manage our beauty. To preserve what nature has laid in us, try to follow a few simple rules.

Use cosmetics that are suitable for your skin type. No need to wipe dry skin with lotion or even worse with alcohol. Yes, they cleanse pores well and effectively fight acne, but if you never had these acne, why are you fighting them. Leave this prerogative "shiny".

In the Belita and Vitex cosmetics lines, facial skin care preparations are clearly divided: for dry and sensitive skin, for normal and combination skin, for oily and normal skin (Whitening lines, marine Aphrodite, Herbal Beauty, Anti-aging program, Betula, Q10, Active and others).

Never put pressure on your face. This is a disease of many women, and not only women. It is worth appearing on the face of at least some, even the smallest dot, we immediately try to destroy it. Usually such a struggle turns out not in our favor. A small dot turns into a huge pimple. And what, you ask, are we doing? We keep advancing...

Leave your acne alone. Entrust them to the special Belita and Vitex cosmetics. For young and problematic skin, a treatment mask with green tea and Young Skin clay is well suited. An antiseptic effect is also provided by the tonic milk for cleansing the face with green tea and rosemary of the same line. Especially for problematic teenage skin, a whole line of cosmetics "Junior" has been developed. It contains an anti-acne mask, an anti-acne mask-film, an anti-acne spot gel, a phyto-lotion, an anti-bacterial cleansing tonic, and an anti-bacterial facial wash.

Be careful with your nails. Biting your nails is ugly, just disgusting. If you didn't break the habit as a child, try it now. On sale there are special varnishes for those who like to bite their nails. They taste terrible - once you try, you won't want to again. Very often there is an inflection in the other direction - many cut, saw and trim their nails ten times a day. From such excessive attention, the nails become brittle, brittle, exfoliate. Tip: do a manicure no more than twice a week. Another important point - never cut the skin at the base of the nail (cuticle). Scissors scratch the growth layer of the nail, and it becomes uneven, bumpy - very ugly.

An excellent hand and nail care program “Tender Hands”: a bath to soften the skin of the hands and strengthen nails, a cream-mask to nourish the skin of the hands and strengthen nails, a cream to strengthen nails and smooth the skin of the hands, a softening cream for hands and cuticles of nails. Lotion-silk for nourishing the skin of the hands and strengthening nails, nourishing cream for the skin of the hands and nails. Excellent care will be provided by the night cream for hands and nails E³ with vitamin E, calcium and hazelnut oil.

Water procedures are carried out within reasonable limits. Water washes away the protective water-fat film, and if you take a shower several times a day, this film does not have time to recover, the skin begins to dry and peel off. She needs help. Cosmetic preparations "Belita" and "Vitex" can provide it.

An ideal face cleanser is an unusually gentle facial wash - "Oatmeal milk" (for dry and normal skin), "Milk shake" (for oily skin) "Fruit yogurt" (for all skin types), which perfectly remove makeup, remove pollution, have a moisturizing, softening effect. It is also good to use Olvia liquid soaps: hand cream soap, moisturizing cosmetic soap, universal soap. They have a soft creamy base. They include special softening additives: herbal extracts, natural oils, proteins, vitamins. Shower gels "Dreams" perfectly combine cleansing, protection and moisturizing: intimate gel, moisturizing gel-cream. A unique tool for taking a shower - two-phase shower creams "Silk Skin", "The Secret of Cleopatra", "Fruit and Creamy". This is a completely new consistency of shower and a completely new level of skin care. The shower cream consists of an upper creamy phase and an active washing phase. Moisturizes and prevents overdrying of the skin with frequent washing.

Give your skin a day off. Decorative cosmetics give natural beauty. It easily and thoroughly hides all minor skin imperfections.

Light, delicate foundation creams PERI fit perfectly on the skin, do not clog pores. They well even out the complexion, matte. PERI foundations contain wheat germ oil, vitamin E and Aloe Vera gel, which moisturize and protect the skin from harmful external influences. And yet ... make it a rule for yourself once a week not to use decorative cosmetics. The skin should rest, breathe "fresh" air.

Leave the razor to the men. Hair on the legs is unaesthetic, no doubt. But you don't have to shave them every day. The razor irritates the skin. It is better to use preparations for depilation.

Depilatory cream "Active" company "Viteks" will help you easily get rid of unwanted hair. This is a fast acting cream. It does not irritate the skin, provides reliable hair removal, contains natural oils that protect the skin during the action of the cream. It is also very good to use the gel-tonic after depilation and shaving "Active" to slow down hair growth. Effective plant extracts completely eliminate discomfort after depilation and shaving: they soften, moisturize and soothe the skin. With regular use of the product, the hair grows much more slowly and becomes thinner.

NCC "BELITA - VITEX"

On January 1, 1999, a scientific and coordinating center for cosmetics was established at the joint venture "Belita" LLC and CJSC "Viteks", the main goal of which is to develop and introduce into production highly effective cosmetic products.

The need to create a scientific center is dictated by the very development of cosmetic science as such. At present, cosmetic preparations are moving further and further away from products intended only for improvement. appearance skin or hair, turning into a method of active pharmaceutical exposure.

Today, our very spoiled consumer wants to see a tangible result of improvement after just a few applications. Therefore, the creation of such products requires a deep understanding of the processes occurring in the skin or hair under the influence of active substances deposited on their surface. In addition to the above, an equally significant aspect is knowledge of the latest achievements in the field of cosmetology and a critical analysis of the available data, scientific prediction of the results of the effects of active components.

Since the solution of these problems is complex and affects various areas of modern science, the employees of the created center are highly qualified specialists - candidates of medical, biological and chemical sciences. It is their creative and cohesive work that creates each drug, which is a complex multi-component substance of natural natural components. Newly developed products are tested both for the stability of consumer properties (using modern methods of analysis) and for the effectiveness of their effect on the skin or hair. Conducting such tests requires a scientific approach to setting up experiments to obtain objective results.

Currently, testing is carried out on the equipment of research institutes of the Academy of Sciences and the Belarusian State University, independent foreign expert centers, as well as on their own equipment in two testing laboratories accredited in the accreditation system of the State Standard of the Republic of Belarus and in their own beauty salons and hairdressing salons. Each preparation has a hygiene certificate and confirmation from the Ministry of Health.

Employees of the scientific center are regular participants in scientific conferences and seminars on cosmetology, attend raw and cosmetic exhibitions, undergo internships in the laboratories of the largest producers of raw materials, which ensures the world level of their developments.

"Take the best from nature!" - this is the main slogan under the auspices of which the work of the scientific center is carried out.

Trade branded trade, i.e. It has branded Name, branded sign, branded packaging for sales... shop decoration, branded signboard, etc. Shop "Taiga" organizes exemplary trade and service...

The history of cosmetic enterprises CJSC "VITEKS" and JV "BELITA" LLC began with the arrival in August 1988 of a new director at the Republican base "BELBYTSNABA" - VICTOR TERESHCHENKO.

1989

In November 1989, a joint Soviet-Italian enterprise "BELITA" was established, the director of the enterprise "BELBYTKOMPLEKT" - VICTOR TERESHCHENKO - was elected president of the board (now - chairman). On the Belarusian side, the founder was the enterprise "BELBYTKOMPLEKT" (currently CJSC "VITEKS"), on the Italian side - the company producing cosmetics "GVF". The Italian side ensured the supply of equipment and handed over the formulas of several cosmetics, the Belarusian side provided the new enterprise with personnel and production facilities.

1990

Entering the market of the first 6 cosmetic hair care products under the trademark "BELITA": shampoos "Nettle", "Melissa", "Air", "Sage", lotion - "Itkur", hair balm "Revivor".
The formulation of the first drugs was provided by the Italian cosmetics company "ITELY".

1991

In 1991, at the expense of its own funds, the enterprise "BELBYTKOMPLEKT" organized the production of plastic containers for packaging cosmetics.

1992

JV "BELITA" LLC expands the range of cosmetic products, body care products have appeared.

1993

JV "BELITA" LLC started production of cosmetics for face care.
Opening of the first sales office in Vitebsk
ALC "BELITA - VITEX" and the first company store laid the foundation for the creation of a retail network "WORLD OF COSMETICS" "BELITA - VITEX"

1995

The first products under the trademark "VITEKS" were released.
Belarusian fashionistas were offered the first novelty - hair dye "Flora". The second novelty from VITEKS was Vita toothpaste.
At the enterprise "BELBYTKOMPLEKT" a testing laboratory was created and accredited according to ISO / IEC / 17025 standards

1996

The collective enterprise "BELBYTKOMPLEKT" was corporatized and transformed into CJSC "BELBYTKOMPLEKT"
Chemical and biological laboratory of JV "BELITA" LLC is accredited for compliance with ISO/IEC 17025
A sewing workshop has been created at the CJSC "BELBYTKOMPLEKT" enterprise. The first products of the workshop are bed linen, waffle towels, overalls for own needs.

1998

The first batch of cosmetic bags made of PVC film was developed and produced, and this determined the main direction in the work of the sewing workshop of CJSC "BELBYTKOMPLEKT".
The first delivery of products of JV "BELITA" LLC to the USA

1999

Establishment of scientific and coordinating center "BELITA - VITEKS".
The creation of the NCC allowed enterprises to become the first and only developers of their own cosmetic formulas.

2000 - 2005

The Belbytkomplekt enterprise was re-registered as VITEKS CJSC.
A complete reconstruction and modernization of production was carried out at CJSC VITEKS, which made it possible to start producing competitive and high-quality products in the volumes necessary for successful development. Built and actively operates its own trading network in the Republic of Belarus.
A dealer network has been formed in almost all countries of the near abroad. To coordinate the activities of the enterprise, CJSC "VITEKS" and JV "BELITA" LLC began to hold seminars - conferences with trading houses and dealers.
Under the brands "BELITA" and "VITEKS" 110 new cosmetic preparations were produced. Production volumes increased by 30%.
JV "BELITA" LLC started production of decorative cosmetics

2006 - 2008

The environmental management system of BELITA and VITEKS is certified for compliance with the requirements of the national standard STB ISO 14001-2001 “Environmental Management System. General requirements".
The companies "VITEKS" and "BELITA" are updating their assortment by a third.
The management of JV "BELITA" LLC decided to make a complete modernization of production, introduce new technologies, purchase modern equipment.

2009 - 2010

The enterprises have started the production of cosmetics, which have no analogues among domestic manufacturers. Among the new products are Q10+Nanosomes, Dead Sea Cosmetics, Bamboo Style, Natural Care.
CJSC "VITEKS" is expanding its production facilities: a new workshop for the production of containers and packaging has been built, with an area of ​​2,503.7 square meters, a second workshop for the production of cosmetics and a site for the production of extracts have been opened.
CJSC "VITEX" and JV "BELITA" LLC actively participate in
professional exhibitions "Interstyle", "Intercharm" and many others.

2011 - 2013

A new production building of ZAO VITEKS was put into operation. The company produces about 100 types of herbal extracts, for the first time in Belarus, the technology for the production of handmade soap has been mastered. A new line for packaging cosmetics in Doy-pack packages is operating.
New products from CJSC "VITEKS": line for face and body "LIFT INTENSE" with hyaluronic acid; line for hair and body "Macadamia and Shea", with natural oils; cosmetics "BioLine"; line for hair restoration - "Keratin Active".
The production of professional cosmetics for face and body skin care for beauty salons under the trademark "BELITA" has been launched.
Having become the leader in the production of cosmetics in the Republic of Belarus, having gained trust and popularity among consumers in the post-Soviet countries, in 2013 CJSC VITEKS decides to become the founder of the first official representative office in the European Union - the company SIA "EURO B&V". Thanks to the active work of the company, demanding European consumers were able to appreciate and fall in love with Belarusian cosmetics.

2014

Companies "VITEX" and "BELITA" do not get tired of surprising their fans with innovative products. More than 20 new cosmetic lines have been released. Among them are organic hair cosmetics without sulfates, without dyes, without parabens, without silicones - "Professional ORGANIC Hair Care", Hair Cosmetics "Shine and Nutrition", "Beauty Workshop" - 4 revolutionary effective face care programs.

2015

The production building with an area of ​​1941 sq. m. was put into operation, where the administrative staff of the JV "BELITA" LLC was located.
Innovative preparations from CJSC "VITEKS" and JV "BELITA" LLC appear on the market, which have no analogues among domestic cosmetics manufacturers. "PHARMACOS" and "Pharmacist" - healing cosmetics for face, body and hair; "Fresh Hair" - dry hair shampoos; "LASER Like System. Laser effect"; "MEZOcomplex" - non-injection facial skin care procedure; a unique premium line "LuxCare", containing an innovative powerful cocktail of biologically active molecules that trigger self-rejuvenation of skin cells at the gene level.

2016-2017

A new building of the shop for the production of cosmetics No. 2 of VITEKS CJSC was opened with an area of ​​764.5 square meters, due to which the volume of production of hair balms was increased.
The assortment list of cosmetic products produced by CJSC VITEKS includes more than 1300 items, more than 100 new products are produced annually. Very popular among consumers in the Republic of Belarus and abroad are: "BLACK CLEAN" - a coal line with microparticles of black activated carbon; "Asian Secrets Secrets of Asia" - a line created according to traditional Korean recipes; "Hyaluron Lift" - a line based on ultra-concentrated hyaluronic acid in two forms; lines for hair restoration "Protein Repair" and "Shock Therapy Plex Therapy"; a unique line based on thermal water with blue retinol microspheres - "Blue Therm Source of rejuvenation".

CJSC VITEKS was recognized as the leading brand based on the results of a large-scale sociological research"Youth Brand-2017" for the development and promotion of brands popular among the youth of the Republic of Belarus in the "Cosmetics" category.

JV "BELITA" LLC presented tint balms-masks for hair with a modern palette of shades of the "COLOR LUX" line with argan oil and phytokeratin.
Perfumery is a new direction in the activities of JV "BELITA" LLC - the line "ROMANTIC COLLECTION" has been released.

2018

In August 2018 CJSC VITEKS celebrated its 30th anniversary. For 30 years and to this day, the company has held a leading position in the domestic cosmetics market.

CJSC VITEKS achieves consistently high results thanks to an effective quality management system: the company has successfully confirmed the compliance of its activities with the requirements new version standard STB ISO 9001-2015 and international standard ISO 22716:2007 (GMP).

Also, the validity of certificates confirming that the environmental management system (EMS) meets the requirements of the STB ISO 14001-2017 standard, the labor protection management system - the requirements of STB 18001-2009, has been extended.

The company's products are supplied to more than 25 countries of near and far abroad, including the USA, Iran, Iraq, Kazakhstan, Ukraine, Russia, Moldova, the countries of the European Union, the Middle East and Latin America, Canada, Israel, etc. The network of branded stores is constantly growing and already has about 600 retail outlets.

The company "VITEKS" does not stop there - it introduces the latest world technologies into production, increases production capacity, produces innovative cosmetic products with technologically and chemically complex formulas. The palette of cosmetics of CJSC VITEX has been replenished with the pharmacy line Pharmacos Dead Sea Pharmacy cosmetics of the Dead Sea - these are unique healing products for the face, body and hair based on minerals and mud from the Dead Sea. This line contains a truly revolutionary magnetic beauty mask, which has no analogues in domestic manufacturers, thanks to which you can have a session of healing magnetic micromassage at home for an impressive result of skin transformation.

Also, a special line for city dwellers has been launched on the market, which helps to preserve the beauty of the skin in the conditions of the city - "Perfect City Skin Perfect skin in the city."

Today, it can be said without exaggeration that the foundation of these trademarks marked the beginning of the history of the Belarusian cosmetics industry.
In 1989, domestic cosmetics appeared in our stores for the first time. It was a bold challenge to Western monopolists and a real revolution in the minds of Belarusian consumers. Our first timid steps on the market were confidently supported by the Italian cosmetics company G.V.F. Thus, the joint Belarusian-Italian enterprise "Belita" was formed. A little later, the production of Vitex CJSC was organized, which became not a competitor, but a partner in the market.
Unlike many other manufacturers of similar products, the pioneers of the Belarusian cosmetics industry almost simultaneously began to produce their own packaging for their products. If we are to be original, then in everything, including in design, on which, in fact, the presentation depends.
Today, Belarusian partner companies "Belita" and "Viteks" are recognized leaders in the production of cosmetics and hair care products, including a large range of professional products for hairdressing and beauty salons.

Bielita cosmetics in Kazakhstan.
The product range changes regularly, constantly updated with new products. Each new product line is tested for quality and safety indicators for compliance with regulatory documents in two testing laboratories accredited by the State Standard of the Republic of Belarus, in the Ministry of Health of the Republic of Belarus and certification bodies. They undergo a series of medical and laboratory tests, confirming their high healing effect, ideal cosmetic qualities and absolute harmlessness. After all, each developed new remedy is the optimal combination of the effectiveness of formulas and the preservation of natural balance in the human body.
The company has implemented and operates a quality management system, an environmental management system and an occupational safety management system that correspond to the system models from the international standards ISO: 9001, ISO 14001 and OHSAS 18001.
The goal of our companies is to meet all the requirements and expectations of consumers, increase the competitiveness of products due to high quality, attractive packaging and affordable prices.
And every year interest in the fruits of our hard work is growing. This inspires optimism, confidence and hope that someday, while traveling on a world tour, you, our dear customers, will meet the Belita and Vitex brands in any city in any country in the world. Because "We are where it is convenient for you"!

Colgate Palmolive Company

Colgate-PalmoliveCompany- international company, which manufactures household and cosmetic products such as soaps, oral hygiene products, toothpastes and brushes, household chemicals. Colgate-Palmolive is a company with richest history and over the years of its existence has accumulated a wealth of experience. Products manufactured by Colgate-Palmolive are sold in more than 200 countries around the world.

History of Colgate-Palmolive Company:

The history of the company dates back to 1806, when William Colgate, an English immigrant, opened his business selling starch, soap and candles on Dutch Street in New York (USA).

The division of Colgate-Palmolive in Kazakhstan was opened in 1992. The company's activities expanded rapidly: over the following years, other regions of the country were also covered.

Today, Colgate-Palmolive in Kazakhstan is one of the fastest growing divisions in the world. In 2003, celebrated the 10th anniversary of sales. Currently, Colgate-Palmolive sells over 150 products in Kazakhstan in 2 categories:

Oral care products (Colgate toothpastes, Colgate toothbrushes, Plax mouthwash)

Body care products (shower gels, bath foam, Palmolive soaps and shampoos, LadySpeedStick and MennenSpeedStick deodorants, Mennen shaving products).

Colgate-Palmolive constantly expands the range of products sold and constantly brings to the market the most advanced products:

1995 - ColgateTotal toothpaste

1999 Colgate Herbal Toothpaste

2000 - Colgate Navigator Toothbrush

2002 – Palmolive shower gel series Aromatherapy

2003 - Colgate Propolis toothpaste (designed specifically for Russian market)

2004 - Colgate Propolis Whitening toothpastes

2006 - Colgate Toothpaste For Sensitive Teeth Total Protection, Colgate 360° Toothbrush Super Clean Whole Mouth, Palmolive Pure Cashmere Shower Gel

2007 – Colgate “Max Shine” toothpaste, Colgate 360° “For Sensitive Teeth” and Colgate 360° “MicrosonicPower” toothbrushes, Palmolive “Vita-Oil” shower gel

2008 - ColgateTotal 12 Professional Cleaning toothpaste.

Colgate-Palmolive products are sold throughout Kazakhstan. Products are delivered to Kazakhstan from more than ten countries of the world, including Poland, Italy, Brazil, China, Mexico and the USA.

Concern Kalina

Kalina Concern is currently the largest Russian manufacturer of cosmetics and personal care products. The concern is one of the leaders in the Russian perfumery and cosmetics market. The leading brands are Black Pearl, Chistaya Liniya and MIA in skin care products, 32 and Forest Balsam in oral care products, Angelica Varum in perfumery.

The company has created such well-known brands as Black Pearl, MIA, One Hundred Beauty Recipes, Velvet Handles among skin care products; 32, Forest Balm among oral care products; Pure Line - among skin and hair care products and many others famous brands. The concern conducts large-scale advertising campaigns, thanks to which it is well known among consumers.

Currently JSC Concern "KALINA" is the largest Russian manufacturer of cosmetics and personal care products.

Concern Kalina is one of the leading Russian manufacturers cosmetics and perfumery. The company is represented in 10 product groups:

• skin care products;
• oral care products;
• hair care products;
• perfumery and cosmetic products for children;
• means before and after shaving;
• decorative cosmetics;

SCHWARZKOPF & HENKEL

Schwarzkopf&Henkel cosmetics are well known not only in Kazakhstan, but also abroad. Schwarzkopf&Henkel is a leading foreign manufacturer of cosmetics.

Schwarzkopf&Henkel is a major international manufacturer of cosmetics for women and men. The company also produces children's cosmetic products. Among them are a variety of shampoos and hair balms, hairsprays and mousses for hair styling, shower gels, cream soaps, deodorants, hair dyes and dandruff products. The company produces washing powders"Deni", "Laska", "Persil", "Gloss", "Pemos". The company's assortment includes cleaning detergents"Pemolux" and "Bref" detergents, as well as "PrilPower" dishwashing detergents.

Manufacture of Schwarzkopf&Henkel household chemicals in Kazakhstan.

The sector of the market in which it operates is one of the largest among similar ones in the world. Schwarzkopf&Henkel is constantly expanding its business, which is based on well-known brands. For more than a century, for many people around the world, the name Schwarzkopf&Henkel has symbolized quality care for their appearance. For decades, we have held the undisputed leadership in many markets offering cosmetic products such as shampoo and hairspray. Schwarzkopf&Henkel are the leading brands in the hair dye, hair care, skin care, oral hygiene and perfume markets.

Now it seems impossible to imagine the store shelves without Schwarzkopf & Henkel products: the Taft brand has become synonymous with hairspray thanks to its leading position in the market. No less famous is the Schauma shampoo, which has been the most popular shampoo in Germany for decades. Persistent hair color cream Brillance is associated with luxury and trendy coloring. GlissKur is a popular line of products for the restoration of "problem" hair. Products from the Fa skin care series and FaMen men's cosmetics are also a success.

Procter & Gamble.

Three billion times in just one day, consumers around the world come into contact with the goods that the company creates for them. Procter & Gamble.

History of Procter & Gamble.

Starting in 1837 as a small, family-run soap and candle making business in Cincinnati, Ohio, USA, the company today markets about 300 brands in over 160 countries. The company's total annual turnover today is over US$68 billion. Through years of innovation, Procter & Gamble has remained the top seller in its category and the largest single brand.

Today Procter and Gamble is really global corporation. P&G is also a significant driver of economic growth and prosperity throughout the world. Procter & Gamble is one of the largest transnational corporations with offices in dozens of countries around the world and a leader in the consumer goods market in terms of sales and a number of other indicators.

The practice of transferring private industrial enterprises unprofitable collective farms justified itself. Entrepreneurs turned out to be skillful business executives, the President acknowledged. Victor TERESHCHENKO, Chairman of the Board of JV Belita LLC, General Director of CJSC Vitex, spoke about his agricultural experience to EG. SPK "Teplen" of the Uzdensky district of the Minsk region is now called the agricultural branch of CJSC "Viteks".

Tereshchenko Viktor Alekseevich In 1962 he graduated from the Kharkiv Polytechnic Institute. V. I. Lenin with a degree in Engineering Technology, metal cutting machines and tools."

He worked as a senior engineer at the Minsk plant "Radiodetal", head of the department of the MKTEI of the automotive industry, director of the Minsk Experimental Mechanical Plant of the Ministry of Life of the BSSR, then head technical management ministries consumer services population of the BSSR. Since 1988, he has been the head of CJSC Vitex.

Has state awards. Awarded in June of this year Honorary diploma Council of Ministers of the Republic of Belarus. As a member of the BSPN them. Kunyavsky was awarded the Diploma of the Business Union for the original inclusion of agricultural production in the industrial one.

Viktor Alekseevich, please tell us about your acquisition and the metamorphoses that happened to it.

- The collective farm that we inherited was the most backward in the region in all respects. He had Br 1.5 billion in debt, which, in accordance with the decree, we had to pay off.

The main direction of the economy was commodity-milk production and crop production. The grain yield before the purchase was 13 centners per hectare, milk yield per cow per year was 1180 liters.

We have retained the specialization of the economy, but the indicators have changed dramatically. Already last year we had the best yield in the region - 32.4 c/ha. This is despite the fact that our lands are among the worst in the region. In terms of milk yield, we also came out on top in the region and rose above the average for the region - they increased five times, up to 5400 liters.

- How did the new owner start? What is the recipe for success?

“At first we did the minimum to be able to keep the livestock, repaired the farms. We continue to reconstruct them now, already at a higher level - we are introducing German milking equipment, which should significantly increase labor productivity. We plan to create a mini milk processing plant in order not to sell raw materials, but a finished product.

Then the fleet was updated - almost all of the equipment was to be written off. Repaired workshops, built new production areas for warehousing. Involved in the state program for horticulture. We developed a project and planted 15 hectares of the garden last year. In total, we are going to allocate 60 hectares for the garden. When our orchard rises, we plan to organize the processing of apples. They began to engage in beekeeping: we have 150 families of bees.

We pay a lot of attention to the selection of specialists. I had to do a lot of work with the team to change the attitude to work. After all, even higher pay cannot immediately change psychology. We try to create good conditions labor, we increase material interest. Good milkmaids receive 700-800 thousand Br from us, while before 100-150 thousand Br. A hostel was built for young professionals, and 9 individual houses for family employees. The dining room, which used to be practically locked up, was brought into good condition. It provides meals not only to the employees of the agricultural enterprise, but also to the workers of Vitex and Belita.

Are you really interested in farming?

- Initially, we did not have a great desire to acquire this collective farm. We are not experts in agriculture. However, we were seriously campaigned at the level of the city, district and even the republic. And we took the risk. First corrected the main economic indicators, and then they began to think about how we could do this, so that it would be “in unison” with our main production. The idea to engage in beekeeping did not come about by chance. Honey is in the formulation of many cosmetic preparations that we produce.

Next year we plan to put into operation a workshop for the production of herbal extracts, which we also use in our production. So far, we are buying this raw material in Russia, the Baltic countries, and other countries. In the future, we plan not only to “close” our needs, but, perhaps, even sell extracts. No one makes these products in our country, and about 40 enterprises are engaged in cosmetics. Although even if you produce them only for yourself, it will already be cost-effective.

We also plan to grow and make teas. In 2008, we would like to launch the production of packaging for cosmetics.

In order to organize jobs for people who cannot work in the field or in animal husbandry, we opened a small clothing industry: there they sew cosmetic bags for packaging our cosmetics. Despite the fact that at the beginning it seemed that cosmetics and agriculture were far apart, we managed to find common ground.

- In general, will you succeed in something like an agro-town?

- Well, yes, but we are not included in the village development program. Today, our local leaders are already saying that it would be nice to include us, because we look better than other agricultural towns. I think that the economy should work first of all in the agro-town. If you just clean, paint - nothing will work.

It is clear that serious investments are needed to achieve results. This begs the main "economic" question - how much does it all cost and how soon can you get a return on investment?

- So far, we have invested 8 billion Br in the development of the economy. By certain types We are already getting returns. For example, the production of milk and meat is profitable in our country.

The truly profitable farms are those where there are processing industry. Due to this, the farms are profitable, and even very profitable. There, less efficient production overlaps with profitable ones, and on the whole it turns out well. Therefore, we are now taking a course towards developing our industry. If you work only as a source of raw materials, then, of course, you will never earn money in agriculture.

Interviewed by Inessa GERMANCHUK