The Timisoreana brand, which is part of the portfolio of beer producer Ursus Breweries, the second largest competitor on the local beer market, last year had a 14% market share, gaining around 3% in the last six months. "Last year, in December, Timisoreana saw a 10.8% market share, as compared with June 2006, when it accounted for just 7.9% of the market," stated Mihai Barsan, brand manager of Timisoreana. According to the Timisoreana representative, the increase was prompted by a complex marketing plan developed by the company in the second half of last year. The first change operated by the marketing department was the re-launch of the brand, in May, through advertising campaigns telling the story of ordinary people. It was also last year that Ursus Breweries changed the packaging of the Timisoreana beer and introduced the PET packaging.
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