Local producer diversifies sales strategy with EBRD and EU4Business support

Local producer diversifies sales strategy with EBRD and EU4Business support

Ponti is a well-known Moldovan manufacturer of textile products that has been able to put together a successful marketing strategy with support provided by the EBRD and the EU4Business Initiative.

The Ponti brand has firmly positioned itself on the local market, producing a rich assortment of trendy stockings, colorful socks, accessories for women, men and children, and home accessories such as tablecloths, napkins, decorative cushions, aprons and much more.

“Our items are made with love,” says Natalia Cosulean, Ponti’s Commercial Director. “We use beautiful, natural fabrics such as linen and cotton for home textiles. They give the sensation of comfort and coziness when decorating kitchens, living areas or children’s rooms.”

Ponti’s path to success

The Ponti Company was founded in 1987, with a small workshop in Chisinau and a handful of employees. Today the company is one of the leading manufacturers in Moldova with specialized shops in Chisinau, Balti, Soroca and Orhei. The brand’s products can be found in shopping centers and malls across the country.

Ponti’s corporate culture is grounded in the professionalism, qualifications, and teamwork of experienced specialists. These factors provide significant potential for progress and company growth. However, Ponti’s brand lacked a solid online presence and an e-commerce platform.

Foreign investments to support local businesses

With support from the EU4Business Initiative, Ponti received assistance from the EBRD’s Advice for Small Businesses programme. Thanks to this collaboration, Ponti has been able to integrate online channels and social media marketing into their sales strategy.

“When starting on this project, our main goal was to reinforce our brand identity and attract more customers through a new website and creative content marketing,” says Natalia.

The new website incorporates online payment systems and is easy to navigate. It is optimized for mobile and tablet devices—the fastest and handiest way to shop for tech-savvy Millennials.

“Thanks to the new website, our customers can buy the products they have known and loved for many years online,” says Natalia. “The new website helps us to promote new items, too.”

When a lockdown was imposed in the Republic of Moldova, Ponti found itself ready, with an appealing website and an engaging social media campaign. The company was thus able to continue working and delivering products to its customers. “Our products make excellent gifts,” notes Natalia. “During the pandemic, when all the shops were closed, sending a beautiful tablecloth or apron to a friend was a thoughtful gesture.”

Moreover, since the project ended in early March, Ponti has actually expanded its workforce and turnover by 55 %. In time, Ponti plans to expand to international markets.

“We have long dreamed of selling our products outside of Moldova,” says Natalia. “Now, we can finally do it! A good brand and a good website ensure a successful business.”

Ponti is just one of the 250 SMEs that have benefited from the EBRD’s Advice for Small Businesses programme, with support from the EU4Business initiative.

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