ETI International, a trailblazing Turkish company, has established itself as a major player in the global confectionery and snack industry, operating across numerous countries with a diverse product portfolio. As a challenger outside its home country, ETI has successfully adapted to various international markets, maintaining a strong emphasis on innovation and consumer preferences. As the Executive Marketing Director at ETI International, Beatrice Chis orchestrates all marketing activities outside of Turkey, steering the brand through the complexities of global market dynamics and cultural nuances to ensure alignment with local tastes and preferences.
In a world of constant change, where political and economic winds shape the business landscape in often unpredictable ways, a sincere and deep conversation becomes essential for successfully navigating these often turbulent waters. Today, we sit down for coffee with one of the most insightful marketing professionals in Romania, Beatrice Chis, the Executive Marketing Director at ETi International, who brings a substantial background in marketing to the table.
We discuss not just the marketing strategies propelling brands to success, but also the influence of external factors such as political decisions and economic fluctuations on market dynamics in 2025. This dialogue not only highlights the adaptability and innovation necessary in marketing but also provides a valuable perspective on how political and economic realities shape consumption and purchasing behavior. Armed with a deep understanding and a cup of aromatic coffee, let us explore these vital themes together.

Business Review: We begin a new year with upcoming elections, the presidential ones. How much do these elections affect (if at all) the company’s activity and the sector you operate in?

Beatrice Chis: Presidential elections can significantly influence the business environment, from changes in fiscal and economic policy to modifications in regulations affecting the food sector. They can have a variable impact on ETI and the sector we operate in, primarily through changes in economic policy and regulations. Political stability is crucial for business predictability and can directly influence long-term investments and strategies. It naturally affects investor confidence and can impact exchange rates, inflation, and consumption. Therefore, our company closely monitors political developments and is prepared to swiftly adapt strategies to minimize any negative impacts on operations and to capitalize on any arising opportunities.

What development plans do you have for 2025?
In 2025, ETI focuses on expanding digitalization, optimizing the supply chain, and launching new products tailored to local and global preferences. We will continue to invest in sustainable technologies and expand our presence in international markets with a special focus on adapting products to local tastes and requirements. We will also continue investing in technologies that improve efficiency and reduce ecological impact, reinforcing our commitment to responsible business practices.
What are the main development directions for the coming years?
In the long term, ETI aims to increase product innovation, explore new international markets, and intensify sustainability efforts. We will continue to adapt our product portfolio to dynamically meet consumer needs and strengthen our position as an industry leader through innovation and quality. We want to strengthen relationships with local and international partners and optimize the supply chain to support these long-term growth initiatives.
How much do legislative changes related to various limitations (sugar, salt etc.) in products affect you? How easy are they to implement so that the original taste of the product is maintained?
New regulations, such as limitations on sugar and salt, require delicate adjustments to our recipes to ensure compliance without compromising taste. This is a significant technical challenge that involves our R&D teams in extensive testing and development processes. Despite the complexity, we have managed to adapt products to meet these requirements while maintaining customer satisfaction and complying with legislative standards.
How do you think the prices of raw materials will evolve this year (for example, sugar has become cheaper)?
The prices of raw materials, such as sugar, can fluctuate due to external factors such as weather conditions, trade policies, and changes in global supply and demand. Although we have recently observed a decrease in sugar prices, we remain vigilant and proactive in our procurement strategies to effectively manage risks associated with these fluctuations.
Are there any specific characteristics of the local market (Romania) in terms of consumption? Do consumer tastes differ from other markets?
The Romanian market is characterized by an appreciation for culinary traditions, but also by an increasing openness to innovative and healthy products. Romanian consumers value quality and originality, and ETI continuously adapts to these preferences by offering products that combine tradition with innovation.
What are the main challenges and opportunities in 2025?
The challenges of 2025 include adapting to new sustainability and efficiency standards and managing global economic uncertainties. Opportunities include the growing interest in products that support a healthy lifestyle and personalized marketing activities that meet the individual expectations of consumers from different regions.
How does ETI Dare position itself in the context of local preferences for tastes and consumer expectations in Romania?
ETI Dare asserts itself in the Romanian market as a benchmark for innovation and modernity in the food industry, addressing authentic tastes and healthy alternative foods (ETI Dare Wafer 50g with dark chocolate or ETI Dare digestive biscuits). Our marketing efforts are built around values of authenticity and excellence in quality, facilitating a deep connection between ETI Dare and Romanian consumers. Through these strategies, ETI Dare not only meets market expectations but also creates a consumer experience where each product is perceived as a reflection of ETI’s identity.
What marketing strategies do you consider to be the most effective for promoting the ETI Dare product in Romania in 2025?
For effective promotion of the ETI Dare product in Romania, our strategies include digital marketing campaigns tailored to the online behaviour of Romanian consumers, collaborations with local influencers who resonate with our target audience, and interactive events that allow consumers to directly experience the product. We also emphasize storytelling in our campaigns, communicating the brand story and values we represent, which helps create an emotional connection with consumers.
How has feedback from Romanian consumers influenced the development and adaptation of the ETI Dare product in the local market?
Feedback from Romanian consumers is essential in the development and adaptation process of the ETI Dare product. It has guided us in refining tastes and textures, ensuring that the final product meets expectations for quality and satisfaction. Feedback has also been crucial in adjusting marketing messages to ensure that we effectively communicate the product’s values and benefits in a way that authentically resonates with Romanian consumers.
What plans do you have for expanding the ETI Dare product portfolio in Romania, in the context of current and anticipated consumption trends?
Our plans for expanding the ETI Dare product portfolio include launching new product variants that meet the growing demand for healthy and convenient options. We focus on innovations in functional ingredients and product formats to offer consumers solutions tailored to their dynamic lifestyles. We also continuously analyze consumption trends to anticipate and respond quickly to changes in consumer preferences.
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