At the GET Business Festival 2025 — an event that traditionally brings together more than 1,500 participants including entrepreneurs, investors, government representatives, and innovative companies — the key focus was on identifying opportunities for business development amid instability and wartime constraints.
Within the Marketing Strategies Stage, experts and practitioners discussed:
- how to improve marketing efficiency without large budgets;
- which marketing approaches are effective during periods of turbulence;
- how companies are transforming marketing from a “cost center” into a strategic business function.
Among the invited speakers was Dmytro Danilovych, CMO of ALVIVA GROUP, who shared his experience and case studies on brand development under challenging conditions. A special focus was placed on strategic thinking and approaches that remain effective even for SMEs with limited resources.
“Сtereotype ‘more money means more efficiency’ does not work. A budget is only a resource. Results require product, team, and strategy. Marketing starts with the market, the consumer, the product, and strategy — not with a media budget,” emphasized Dmytro Danilovych, CMO of ALVIVA GROUP.
Despite war, instability, and resource constraints, ALVIVA GROUP continues to grow systematically thanks to marketing that functions as an investment and creates long-term value. Since the beginning of the full-scale invasion, the Group has:
- launched 6 new brands: British Sandwich, Norden Bröd, Takolini, Stiketti, Bagolini, Alviva (Export);
- introduced more than 80 new products: toast and sandwich breads, tortillas, cookies, waffles, snacks, cakes, and eclairs;
- implemented 3 large-scale advertising campaigns (Norden Bröd, British Sandwich, Super Toast);
- strengthened its market position — today ALVIVA GROUP is the leader of Ukraine’s bread market, continuously creating new products and developing new categories while steadily increasing its market share.
ALVIVA GROUP continues to develop its brand portfolio and shape a culture of strategic marketing in Ukrainian FMCG, proving that even in the most challenging times, marketing can and should function as an investment in growth.