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the early ¡®90s a young and modern company, named ¡°CREAM LINE¡±
made its first steps in the confectionery industry. The company produces
high quality products, specialising in the production of hazelnut
and chocolate spreads. In less than a decade, CREAM LINE has
managed to become a leading power in international markets, through
aggressiveness and a strong commitment in growing.
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 CREAM
LINE's first fully automated plant was opened in Thessaloniki,
Northern Greece. An exceptional and sharp-witted choice of location
for trade as it provides access to all European Union markets and,
most importantly, to the fast growing trade of Eastern Europe. These
international markets have traditionally been the company¡¯s main strategic
concern and they have turned out to be its competitive advantage.
The result of such a successful policy was that these markets accounted
for the vast majority of the company¡¯s turnover. An indication of
this fact, is that in 1997 international sales contributed to 90%
of turnover in total. However, the fact of early growth has brought
new challenges for CREAM LINE.
In order to deal more effectively with these challenges, the company
has responded successfully by investing heavily on infrastructure
over the last years.
Specifically, the most resent investment projects include the relocation
of the company¡¯ s plant at brand new, wholly-owned and fully automated
facilities of 11.000 m2 in the Industrial Area of Kilkis in Northern
Greece. This plant has all the latest technology to fit the company¡¯s
expanding role. In addition, the company proceeded to establish a
joint venture in Bucharest in 1996:
¡° Cream Line Romania S.A¡± . This company aimed at and succeeded
in effectively and efficiently supplying the Romanian as well as the
surrounding Central European markets.
An important and significant move also was the acquisition of FRANCA
company, which produces high quality, luxurious chocolates under brand
name DAVINCI. CREAM LINE doubles its turnover and expands
into new high quality products, with high added value. Products, that
direct to consumers of the elaborated markets, such as of the European
Union¡¯s ones.
CREAM LINE always targets to the best, showing a commitment
to quality on all levels. Its personnel is made up of experienced
and well trained persons, who are always at the disposal of the consumers
and they move forward due to the customers¡¯ needs, demands and proposals. |
 The
enforcement of quality system ISO 9002 as well as the establishment
of the Hazard Analysis of Critical Control Points (HACCP) signaled
the company¡¯s course.
Two strategic choices, that were certified by the international company
LLOYDS. It¡¯s much more than certain that they will improve the resources
allocation strengthening the market position of the company against
the competition through the achievement of a high quality products.
 CREAM
LINE's belief in top quality and excellent service guarantees
the continuous launching of successful and profitable products, made
with the best and purest ingredients, such as selected vegetable oil,
skimmed milk powder, low fat cocoa and freshly roasted hazelnuts,
all designed to meet the consumer¡¯s demands. Perfect spreadability
through out a big temperature range in conjunction with its enormous
oil separation resistance are some of the characteristics that only
CREAM LINE can guarantee and offer. |
 CREAM
LINE is now set out to expand globally. The company¡¯s strategic
objectives over the next three years include the establishment of
manufacturing plants in two international markets and acquiring of
important suppliers dealerships in markets, where control of distribution
channels is considered as being of particular importance. Expansion
of selective markets through the introduction of new products that
are tailor made to meet individual consumer needs is the firm¡¯s major
marketing objective. Lastly, CREAM LINE will continue to follow
the highly successful communication policy of participating in major
international exhibitions, while at the same time following an increased
advertising and promotional effort strategy in most of its existing
markets. |
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