Frozen semi-finished products are quitepopular among the population. They provide an excellent opportunity to quickly prepare a delicious dinner. The ability to save time is very important for a modern working person. Since the demand for fast food products is at a stable high level, many manufacturers have launched various pancakes and vareniki on the market. One of the famous products can be called dumplings "Daria". Despite the fact that they have not been produced for several years, the success story has been so vivid that many people remember this name until now.
Oleg Tinkoff is one of the most successfulbusinessmen of our time. He began to engage in business quite early, but for pelmeni, none of the areas of his activity had anything to do with. As often happens in life, this was facilitated by a confluence of circumstances. Once there was a casual acquaintance with a Greek businessman engaged in the implementation of machines for making ravioli. That evening, Oleg asked his wife if this product is in demand and whether she buys it. To which she replied that she buys them all the time, so that there is always a supply in the freezer, as they are simply adored by her daughter Daria. Tinkoff seriously thought about the idea of starting production.
Так как этот бизнес был абсолютно не знаком Oleg, he called one of the companies, in whose assortment was this semi-finished product, with a question whether they can buy 100 kg of pelmeni. Having learned that their minimum shipping is 10 tons, he decided that you can start a business.
The Greek partner purchased equipment, and production began in St. Petersburg. So in 1997 the dumplings "Daria" appeared.
When the product has just appeared on the market, there has not been a fierce competition yet. But at the same time, buyers often preferred a proven product of the brand "Talosto", as the oldest and best known.
Tinkov was not taken seriously and a competitorit was not considered, as the demand for dumplings TM "Daria" was very modest in comparison with the products of other players. But after some three years the situation changed dramatically. The daily volume of production at its facilities was twice as high as that of its competitors.
Why was the project successful?One of the important factors was the way to promote the goods on the market. On the streets there was an advertisement with the image of naked female buttocks, stained with flour. The inscription on the poster said: "Your favorite dumplings !!!". Of course, the image did a lot of noise, but very quickly made the brand recognizable. Buyers have become curious to choose dumplings "Daria". And since the taste qualities were at a high level, and the cost did not hit the pockets, the product quickly became one of the most selectable.
According to Oleg Tinkov, for himit is interesting to create something new. But to do the same thing for years is pretty boring. Therefore, in 2001, pelmeno business was sold to Roman Abramovich.
Over the years of development, a wide range of products has appeared under this brand and under some others.
But in 2014 the project is completely closedcompany David Davidovich, which at that time controlled the brand. The explanation of such a serious step was the change in the sphere of business, where dumplings "Daria" and all other products of the same name TM were superfluous.
The founder of the company is an amateurto shock the public with a rather controversial advertisement. Each time this brought recognition and quick profit with relatively small investments. Therefore it is not surprising that the female buttocks became only the beginning in promoting the products of "Daria". Tinkoff and the following owners never stopped on their laurels, so there was always a lot of noise around the company and the brand. Advertising wars led to meetings with competitors in courts in which they were not successful. What only worked for the company on hand.
A few years before the termination of productionpelmeni several producers were selected for peer review. This was devoted to the telecast. In addition to taste sensations and appearance, it was checked whether the actual composition was as indicated on the package. It turned out that the test did not go dumplings "Daria", the producer added soy, but information about its availability on the package did not cause.
Later a comment was made, according to whichthe company really used soy. But it was very high quality, the cost of it sometimes can be higher than meat. This was done with the aim of improving the taste, and the prejudiced attitude of Russians towards soybeans has no basis.
Thus, a very successful start to the company andwinning a good position in the market did not mean a long and glorious history. The brand did not last for two decades, which can be another confirmation of how tough competition has become in the market of frozen semi-finished products.
