Boston, MA -- (ReleaseWire) -- 06/25/2014 -- The main story over the research period is about Berta, but this time in a negative context. The company quit functioning as a result of financial difficulties it faced shortly after the political changes that took place in Georgia in October 2012. The opposition party won parliamentary elections and came to power. The changes had an impact on the business environment in that companies that had enjoyed some privileges under the previous government were deprived of all kinds of benefits and faced problems with Revenue Service after the election. Berta was one such local company which failed to overcome the hardship and had to stop its production process. However, the company's management stated that the shutdown was temporary and that it would reopen in a few months. Nevertheless, the closure strongly impacted the market as Berta was a significant competitor to international companies. The fact influenced unit prices as well and led to their increase.
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Procter & Gamble led dishwashing in 2013 with a 26% value share. Its most popular brand Fairy increased its value share by eight percentage points during the year. Procter & Gamble and its brand Fairy have maintained their leading positions on the Georgian market since their introduction. The second leading company (in 2012) was the domestic company Berta, but in 2013 Henkel assumed the second rank with a 23% value share. Henkel's leading brands are Pril, which accounts for13% of the market and Pemolux with 9%. The third-ranked company is Reckitt Benckiser (RB), which held an 11% value share in 2013 with its brands Dosia (6%), Calgonit (3%) and Finish (2%).
In the forecast period unit prices of dishwashing products are expected to be reduced due to the new economy brands appearing on market. Berta is supposed to restart production between 2013 and 2018, which will have positive impact on the market as competition will become sharper between importers and local manufacturers. Significant clarification of the situation related to Berta might be observed after the presidential elections in October 2013.
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