Octava
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+ Octava |
PJSC "Octava" - founded in 1927, the Tula plant is the developer and creator of electroacoustic equipment, both for civilian purposes and for the military-industrial complex. The bulk of the studio microphones of PJSC Octava are exported to Europe and other regions. Due to its high quality and attractive price, Octava 's studio microphones are popular among musicians and recording studios.
The first and oldest full-cycle radio engineering plant in the country, which develops and mass-produces modern electroacoustic equipment - the Tula plant "Octava" (PJSC "Octava") - was created back in 1927. Its products are microphones for the studio work of musicians and sound engineers, headsets.
Performance indicators
2022: Revenue growth by 15.5% to RUB 238 000 106
For 2021, the revenue of the Octava plant (part of the Rostec State Corporation) amounted to 238 000 106 rubles, and net profit - 17,000,115 rubles, while gross profit increased by 55%. The company announced this on April 1, 2022. The company also increased its civilian output by 19% and introduced several new products, including vocal concert microphones, a dispatch communication complex and a socially significant series of NOTA hearing aids.
In 2021, Russian full-cycle production, which independently conducts all production operations from machining to final assembly, did not allow a drop in revenue from the sale of civilian products, although a significant part of the main production workers were absent due to temporary disability due to the pandemic. As a result, revenue from the sale of civilian products for 2021 increased by 15.5% compared to 2020. Gross profit amounted to 28 million 250 thousand rubles.
 | In many respects, the growth of financial indicators is associated with an increase in labor productivity. In 2021, based on total revenue per employee, it amounted to 741 thousand rubles, which is 6% higher than in the same period in 2020. The high competitiveness of our products compared to Western analogues, many years of practical experience of employees, brand recognition and high loyalty of buyers had a positive effect, "said Pavel Pavlenko, General Director of the Octava plant. |  |
The partner of the enterprise R&D , the Octava Design Center, is responsible for innovative developments in the civil segment, promotion, creation of creative and modern solutions in the field of audio processing. Marketing The company has already launched several high-tech products on the market and is ready to respond to the growing needs of the market within the framework of programs. In import substitution 2021, a series of vocal concert microphones of the MK-207, a digital bidirectional microphone of the MKE-230-2 series, a control communication complex KDS-1 and digital hearing aids NOTA, which compensate from mild to deep hearing loss, were developed and launched. Depending on the model of the hearing aid, processor processes sound in 6, 8, 12 or 16 channels to increase speech intelligibility and user convenience. A miniature badge microphone for recording employee negotiations speech analytics and a vocal radio system are in development.
| | We focus on socially significant products for society - microphones for general education and music schools, a line of vocal radio systems. An important achievement - at the production site of the plant, we have implemented a complex project for the production of Russian hearing aids. For the consumer, priority is also given to the absence of problems with shipments - our dependence on imports is minimal, - said Liubov Stalnova, General Director of Octava DM . | |
NOTA hearing aids are available for order in Russia from 2021. Medical devices manufactured on the territory of the Octava electroacoustic plant are included in the corresponding register of medical equipment, have a registration certificate No. RZN 2022/16434. In the economy and mid-price segment, NOTA hearing aids are among the most powerful. Deliveries will be made from a warehouse in Russia.
Also in 2021, the company managed to reduce the share of production costs by 4% compared to 2020. For further sustainable development, the plant is increasing the volume of external cooperation in order to increase production volumes. Outsourcing is used primarily for turning and milling, automation is introduced. Over the year, the production accounting automation program helped to adjust internal business processes and reduce the production cycle of manufacturing products and, as a result, reduce the share of the cost of finished products in revenue.
History
2021
Contract with the Gsus4 for the supply of microphones to Australia
The Russian plant for the production of electroacoustic equipment "Octava" has signed a contract for the supply of microphones to Australia. The agreement was signed with one of the distributors of the mainland - Gsus4. The plant announced this on July 15, 2021. The partner will be supplied with microphones of the MK-012 and its variations, MK-319, MK-519 and concert MK-207.
The Gsus4 office is located in the capital of Australia - Sydney. The company is engaged in the retail sale and distribution of music equipment. It specializes in the integration of audio, video and conference systems, equipping them with the latest equipment. The partners of the Tula plant have both online stores and an offline network in the north-west of Sydney.
| | Gsus4 is an Australian premium musical instrument supplier. For Octava, such a partnership proves the increasing brand recognition abroad. And also once again proves the quality of the produced product certified with the Made in Russia sign, "commented Liubov Stalnova, Marketing Director of the Octava plant, on the signing. | |
| | We believe Octava microphones with this quality and extensive history have great potential in the Australian market. The microphone market in the country is growing rapidly, especially due to the situation with COVID-19. More people are investing their resources in home studios due to travel restrictions. And we intend to promote and represent the brand in collaboration with online and offline information platforms in Australia, "said Gsus4 Managing Director Kang Son. | |
The contract with Gsus4 is the third major export contract of the Russian manufacturer of electroacoustics with foreign distributors since the beginning of 2021. After the first delivery, it is planned to sign an exclusive contract for 5 years.
Contract with Front End Audio for the supply of microphones in the USA
On February 15, 2021, the Russian manufacturer and exporter of electroacoustic equipment Octava announced an agreement on the conclusion of an exclusive contract for the distribution of microphones with Front End Audio. The transaction amount is $70 thousand.
At the end of January, Octava sent its partner the first batch of microphones. Earlier, Front End Audio had already worked with Russian Octava equipment in the American market, but received products through an intermediary and sold through its own retail stores and online platforms.
| | "We have been selling Octava microphones for many years and know that these microphones can safely be called one of the best on the market," said Shane Shelby, CEO of Front End Audio. | |
As part of the first direct delivery, Front End Audio received one of the best-selling narrow-membrane instrumental microphones Octava MK-012 and modifications based on it. With their help, sound engineers are able to choose a microphone to solve their narrow task.
| | "The United States is a very promising market in terms of the sale of audio equipment. Seven of the ten most famous recording studios in the world are located in this country. Therefore, we are actively working with American distributors, which provides Octava with a wide representation in the priority region. The contract with Front End Audio will provide the American consumer with high-quality post-sale support for Octava equipment. We chose this particular partner because of the high expertise in the music industry. And the implementation of plans to expand the assortment in the Front End Audio network will increase the availability and brand recognition in the United States, "commented the director of the to marketing Octava plant. Liubov Stalnova | |
In the future, it is assumed that Front End Audio will become the exclusive distributor of Octava in the United States. It is also planned to expand cooperation with Latin American countries, Mexico and Canada.
2020
SDR RF Radio Parts & Accessories Shop Contract to Supply Microphones to Philippines Market
The manufacturer of professional studio microphones "Octava" on October 30, 2020 announced the conclusion of a distribution contract with SDR RF Radio Parts & Accessories Shop (Manila, Philippines). The contract is worth $500,000.
The first delivery of microphones manufactured by Octava to this market was carried out. The entry of a company with high export potential into the Philippine market will expand the geography of the presence of Russian products abroad.
| | Cooperation with SDR RF Radio Parts & Accessories Shop opens up additional prospects for Octava. The microphones Octava not only presented in a music store, but also work in a local radio studio, whose programs can be listened to online from anywhere in the world. Thus, the sound quality of microphones from Russia can immediately be appreciated by listeners and potential customers, - said Liubov Stalnova, Marketing Director of the Octava plant. | |
"Octava" is presented on MANILA BROADCASTING COMPANY radio and is used in the educational process of the oldest university in Manila, La Salle College, where multimedia arts are taught. In the country, you can already purchase a narrow-membrane capacitor microphone Octava MK-012 for recording and sounding instruments and a vocal dynamic microphone MD-305. The classic line of microphones of the plant in the near future will be represented by wide-membrane capacitor microphones of MK-105, MK-220, MK-319, and other models.
| | Many microphones from the United States are sold in the Philippines, but they have never sold microphones from Russia before. I've heard positive feedback about Octava. That's why I became interested and contacted the company, discussed it with employees of MANILA BROADCASTING COMPANY, a radio station that owns several radio stations in the Philippines islands, and realized that it was necessary to cooperate. Interest also appeared in the Philippine amateur radio association PARA. We are glad that in 2020 Octava appeared on the Philippine market - a Russian brand with a rich history, which is attractive and rich in heritage, and accurate engineering, and high quality, "said Marcelino Cabrera, President of SDR RF Radio Parts & Accessories. | |
The contract with SDR RF Radio Parts & Accessories Shop is one of seven since the beginning of 2020 large export contracts of the Russian manufacturer of electroacoustics with foreign ones. distributors Earlier, cooperation agreements were signed the British with Andertons Music Co, a TOP-30 of music retailers in the world, and major music networks and. Turkey Serbia The company exports its developments to,,, Germany USA, Greece,, China,,,,,, and Netherlands Belgium France other Italy Spain Austria Ecuador countries. Work with distributors from countries and Middle East Southeast is also actively underway. South America Asia
Player Project contract for microphone distribution in Serbia
The Russian plant "Octava" has signed a contract for the distribution of microphones with the network of music stores Player Project in Serbia. The contract amount is $500,000, Octava reported on August 18, 2020.
Player Project from Belgrade works with both studio owners and musicians, as well as equipment rental companies and major investors of studio projects in four countries - Serbia, Croatia, Montenegro, Bosnia and Herzegovina.
| | "Cooperation with Serbia expands the representation of Octava and increases the volume of trade between our countries. Microphones will Octava be presented in the company's showrooms, and Player Project will also promote the Russian brand through its own distribution network and online, "said Octava, Marketing Director of the Liubov Stalnova plant. | |
In Serbia, consumers will get acquainted with the classic line of Octava microphones, which includes capacitor, tape and lamp microphones with a wide and narrow membrane, including wide-membrane capacitor microphones MK-220, MK-319, and MK-105. Other models will be on the market, including premium capacitor microphones MK-115 and MK-117, vocal dynamic microphone MD-305 and, of course, sets based on the instrumental narrow-membrane capacitor microphone MK-012.
The Trade Office Russia in Serbia supported the entry of Russian products into the Serbian market. According to the Trade Representative Office of the Russian Federation in Serbia, the concluded contract has special value in terms of the implementation of the national project "International Cooperation and." export The project is being implemented from October 2018 to 2024. One of its main goals is to increase Russian non-resource non-energy exports.
| | "The microphone market in Serbia is not as well developed as in other countries and is still influenced by several major brands. We tried to import a lot of other brands and find a good solution and more profit, but it was not easy. And we think that Octava's products are promising for us, because this is a brand with a rich history that has preserved the heritage and traditions of electroacoustic production in Russia, "said Nikola Stosic, CEO of Player Project. | |
For August 2020, Octava supplies its developments to,,,,,,,,,,,, and Germany Greece China USA Netherlands Belgium France Italy Spain Austria other Ecuador Turkey countries. Work with distributors from the Middle East South America and Southeast is also actively underway. Asia
Signing a microphone distribution contract with the Zuhal Muzic music store chain in Turkey
On July 17, 2020, the Russian Octava plant announced the conclusion of a contract for the distribution of microphones with the Zuhal Muzic chain of music stores (Istanbul, Turkey). The contract is worth $500,000.
| | "Cooperation with Zuhal Music opens up" Octava "access to the entire region - the company sells music products to neighboring Arab countries: Iran, Kuwait and others. In Turkey, Zuhal Music is the main representative of music retail. Octava microphones will be presented in the company's conceptual spaces in cities where everything is available for music, including instruments, equipment, professional recording studios, classrooms, clothing, literature, test boxes and even cafes and restaurants. " | |
First of all, a narrow-membrane capacitor for microphone MK-012 recording and sounding instruments will become available in Turkey. Consumers will also get acquainted with the classic line of Octava microphones - retail the network's stores will feature wide-membrane capacitor microphones MK-220, MK-319, MK-105 and other models of the line, including sets based on MK-012 microphones, capacitor microphones, MK-115 and MK-117 vocal dynamic microphone. MD-305
| | "We consider the conclusion of this contract an important step for Octava towards further consolidation of music and acoustic systems in the Turkish market, as well as an increase in Russian non-resource exports to the Republic of Turkey," noted Alexander Bakustin, consultant-head of the Office of the Trade Mission of the Russian Federation in Turkey | |
According to the representative Trade office of the Russian Federation in Turkey for July 2020, the Turkish market for musical instruments and equipment is estimated at 90-100 million dollars. USA More than 80% of its participants are foreign companies from,, and North America Japan China countries. For Europe economic development, it is important that Russian companies with the necessary potential and capabilities also enter the market.
| | "Music for us is a universal language that unites cities, peoples, helps to better understand each other. We are working to make the world a better place with this universal language. By bringing together and attracting well-known brands, we aim to expand the music industry, primarily focusing on the needs of musicians. And we are glad that this year Octava joined us - a Russian brand that preserves the heritage and traditions of electroacoustic production in Russia, " noted Umur Sungurlu, Marketing Director of Zuhal Muzik | |
The agreement with Zuhal Music is the sixth export contract of the Russian manufacturer of electroacoustics with foreign distributors since the beginning of 2020.
Launch an online store
On April 2, 2020, the Octava plant (part of the Rostec State Corporation) announced the launch of an online store, microphones can now be ordered directly from the manufacturer. Contactless delivery is carried out for April 2020 in 36 thousand settlements in all regions of Russia.
According to a study by Yandex.Market and the GfK Rus agency, the share of Russians ordering goods online by 2020 exceeded 45%, and this figure continues to grow amid the pandemic. Online trading and delivery of goods has acquired a different, practically strategic importance. Previously, Octava distributed retail products exclusively through a network of distributors, but now the end consumer can interact with the manufacturer directly. Microphones presented on the site of the oktavatula.com online store are distributed in accordance with the field of application - broadcasting, instrumental, concert (live), studio and microphones for conference calls. It is possible to set search settings by system type, as well as purchase accessories.
| | According to analysts, over the year the share of Russians aged 16 to 55 who shop on the Internet has grown by a tenth, and since 2015 it has become twice as much. Under these conditions, a step to create an Internet sales representative of the company was necessary for the further development of the enterprise. And when the authors and sound engineers are at home and do not have the opportunity to go to the studio, the purchase of a professional microphone via the Internet is another chance to maintain creative activity, | |
Thanks to the opening of the store, microphones "Octava" became available in all regions of the Russian Federation. Orders can be received through the Express Courier Delivery Service (SDEK) at points of issue or by courier delivery.
The company sees the opening of its own online store as an effective way to increase revenue.
2019
Revenue growth from the main sale by 61.5% to 228 million 611 thousand rubles
On March 24, 2020, the Octava plant (part of the Rostec State Corporation) reported that at the end of 2019, total revenue amounted to 272 million rubles. 228 million 611 thousand rubles of this amount - revenue from the main sale, which by 61.5% exceeded the indicators of last year. Revenue growth from the sale of civilian products compared to 2018 amounted to 87%. Its share in total sales revenue is 64%, in absolute terms it is 146 million 264 thousand rubles. The company fulfilled plans to expand the geography of exports, launched 7 new products in 2 years, entered the biometrics market .
Exports grew in absolute terms from 22, 525 million rubles to 34, 937 million rubles. As of March 2020, the plant's products are exported to Germany Greece China USA Netherlands,,,,,,,,,. The Belgium France Italy Spain Austria priority is reaching 26 additional export markets, the plant concludes contracts with,,,,,,,,. Norway Great Britain Canada Turkey Bolivia Mexico Vietnam UAE Japan
As part of the development strategy, Octava continued to develop and release into mass production products: the MK-119 vocal microphone, presented in early 2019 in California, as well as premium MK-115, MK-117, and MKL-112. MKE-215 were purchased by Sberbank, Promsvyazbank, Bank Russian Standard, Novikombank, GazProm Bank, Otkritie, Sovcombank, VTB, Rosselkhozbank (RSHB), Alfa-Bank, Uralsib Bank, Rosgosstrakh Bank, AK Bars. The volume of MKE-215 supplies in 2019 exceeded 49 million rubles.
Investment in production, an increase in labor productivity made it possible to increase the volume of production, while the company still needs modernization.
| | Despite the breakthrough results in increasing revenue, one of the main tasks remains the modernization of production. The lack of the necessary modern equipment increases the cost and does not fully satisfy the market demand for civilian products. In 2019, an investment program was approved, so in the coming years it is planned to modernize production, master serial production of headsets for radio stations, and bring a vocal dynamic microphone to the market. The plans also include an increase in labor productivity and wages, noted the general director of the Octava plant Vladimir Saukh
| |
As of March 2020, over 360 specialists work at Octava. According to the results of a personnel audit conducted in the summer of 2017, the average age of the plant's employees was 54 years. Thanks to the announced recruitment of new personnel, including young people, salary increases, the average age of employees decreased by 7 years and reached 47 years. The number of main production personnel in 2019 increased by 16.4%. However, the plant still has a need for highly skilled workers and specialists.
The company's development strategy is aimed at further strengthening the position in the class of studio microphones, developing and developing the production of hearing aids, strengthening the position in the broadcast segment and entering the segment of concert stage activity. The most promising segments, in addition to microphone equipment, include headsets. "Octava" concluded contracts with major airports of the country: international airports, Sheremetyevo,, Domodedovo,, and Pulkovo Koltsovo Vladivostok Khrabrovo others.
Launch of Import Substitution Program for Russian Banks
On June 19, 2019, the Octava electroacoustic plant (part of the Rostec State Corporation) announced the launch of the Import Substitution program. The essence of the program is that the company provides credit institutions with the opportunity to replace imported microphone equipment purchased before January 2019. One of the participants in the Import Substitution program was Gazprombank. Read more here.
Strategy adjustment
In 2019, Octava adjusted its strategy and introduced measures aimed at improving profitability. The reengineering of business processes at the enterprise, which began in 2017, brought Octava to a qualitatively different level of products, services and productivity. Quantitative indicators during the transition period showed the expected decline, but due to the elasticity of the approach and a carefully planned update, the process of growth of individual segments was launched in 2018, the achievement of optimal indicators of which is scheduled for 2019.
| | author '= Liubov Stalnova, Marketing Director of the Octava plant With the production cost still high for the second year in a row, the company is at a break-even level, Octava products occupy 17% of the Russian market for microphone equipment and the plant management is expanding sales channels in the country and abroad. In 2018, the first contract was signed with a distributor from the United States, negotiations are underway on cooperation with countries in the Asia-Pacific region. We not only presented the created models of studio microphones, but also expanded the product line with banking equipment. In 2019, we plan to master the market segment of vocal microphones for Octava. In Russia alone, the capacity of this market is almost six times the capacity of the studio. | |
In 2019, the company will continue to develop in the field of headsets for aviation and airport services: the focal product of the GSSh-A-18M-1 will be improved - a headset with medium noise protection.
2018
Export of studio microphones "Octava" exceeded 47% of the total Russian export of music instruments
On March 15, 2019 Tula , the Octava plant created a premium line of microphones, and also entered another product segment of the electroacoustics market: equipment for biometric the Russian bank systems. Despite the fact that the increase in sales of microphone equipment has not yet brought significant profit growth, the company has been at a break-even level for the second year in a row and plans to expand wholesale distribution channels. In 2018, the plant has already entered into agreements with partners both in and Russia a contract with a distributor in. USA
At the end of 2018, the export of studio microphones "Octava" exceeds 47% of all Russian exports of musical instruments and with a low percentage in total revenue, exports showed an increase in absolute indicators. The plant moved from a sales model through an exclusive distributor-importer in the export direction to a sale through a wider partner network and began to expand supplies to other foreign markets. According to experts, the exit of Octava to independent export sales and the development of distribution abroad in 2018 increased the margin of sales. The implemented model - a combination of b2b direct sales and work through dealers - showed an increase in cash receipts from the sale of civilian products compared to 2017 by 21% in relative terms.
The plant is at a break-even level, despite factors such as instability and a change in the structure of the GOZ, high production costs and restrictions on production volumes. A year earlier, a revaluation of fixed assets was carried out, which indirectly influenced the change in production profitability indicators.
In February 2018, the company introduced a function that combined industrial design and engineering, which allowed Octava to create a line of professional microphones in a redesigned design in a year. Another packaging was introduced, a modification of the flagship MK-012 model was released and models MKL-112, MK-115, and MK-117 were added.
To enter the biometrics segment in the direction of "voice" in 2018, the plant developed and mass-produced a MKE-215 microphone, which was already purchased by Sberbank, Promsvyazbank, Bank Russian Standard, Novikombank and others to implement a program for biometric collection of customer data.
The company's development strategy is aimed at further strengthening its position in the class of studio microphones, strengthening its position in the broadcast segment, developing a Russian professional microphone for concert activities and developing the production of hearing aids, which were presented in September 2018.
The most promising segments, in addition to microphone equipment, include headsets. In 2018, Octava signed contracts with the country's airports.
Certification of the Russian Export Center
On August 22, 2018, the Octava plant announced that it had become a member of the Made in Russia voluntary certification and labeling system of the Russian Export Center (REC). The company passed the assessment of compliance with the established requirements of products intended for export, and received the right to place the "Made in Russia" sign on the packaging or the product itself.
The Made in Russia program started in 2017, and, as of August, 111 enterprises of the country were certified. According to representatives of Octava, the program is designed to promote the entry of Russian manufacturers into international markets and guarantee the safety and quality of goods to a foreign consumer. As part of the program, it is planned to launch an electronic catalog of Russian manufacturers in foreign languages, a digital identification system for labeled Russian goods to combat counterfeit, the development and implementation of a set of marketing activities (including research) aimed at promoting Russian brands and products in foreign markets, taking into account the characteristics of the importing country.
The assessment of the plant within the framework of voluntary certification was carried out on the following factors: product quality, enterprise history, image, personnel competencies and production safety. Thanks to the strict rules of the certification system, only environmentally friendly and reliable products that meet high world standards have the opportunity to pass expert verification. The establishment of objective labeling practice is taking place in cooperation with government agencies and trade organizations, the Octava said.
| | The company exports Europe more than 65% of the produced studio microphones to the countries. In 2018, marketing measures aimed at rebranding and promoting the products of PJSC Octava on the international market were implemented, work is underway in the field of industrial design and improvement of the configuration. Participation in the "Made in Russia" program for us is another opportunity to increase the share of exports, which at the end of last year amounted to 17% of the company's revenue, - said the Liubov Stalnova marketing director of PJSC "Octava." | |
The target markets for Octava are the EU, USA, Canada, Latin America and the Middle East. The forecast for the growth of the market share in various categories of the plant's products ranges from 1 to 4.1% in the world market, shared in "Octava."
The revival of the legendary enterprise
Famous brand
The high quality of Octava products is confirmed by the fact that most of it is exported. Octava microphones are sold in Western countries, the United States and Southeast Asia. Studio microphones "Octava" were used to record their albums by such musicians as Radiohead, U2, Sting, Iron Maiden, Marlin Manson and many others. In addition, Octava microphones are used for the film industry, television and radio broadcasting (Mosfilm, Charles Manes (Hollywood), Ostankino).
| | In the late 90s - early 2000s, the company's products became very popular in the countries of the European Union, North America, Australia, New Zealand. The export supply of steel at that time for the Octava was proof of genuine competitiveness and weight improved the business reputation of the plant abroad. Only top MK-012 microphones, since 1989, have been sold about 120 thousand, - says TAdviser Alexander Veselov, General Director of Octava | |
In addition to civilian equipment, the plant produces dual-use products - intercom devices, service loudspeaker equipment, wired intercom systems, warning equipment, aviation headsets.
At the same time, for many years after the collapse of the Soviet Union, the plant was not modernized, increasingly wearing out its production facilities. As of June 2017, the average age of the equipment was 30 years, the cost of its maintenance was extremely high, and the load did not exceed 15%. Marketing, sales organization, market analytics, work on modern design of products and their packaging, expansion of distribution channels - all this was either absent, or was in its infancy.
| | None of the previous management of the enterprise looked at the Russian market, and this was a mistake, of course. At the same time, many famous domestic artists know our microphones, - notes Alexander Veselov | |
Transfer to direct management of Rostec State Corporation
In June 2017, the Tula plant was transferred to the direct management of the State Corporation Rostec. The Supervisory Board decided to transfer the enterprise under the supervision of Director-at-Large Vasily Brovko. The company changed its management, adopted a detailed modernization strategy, took the first practical steps - for the first time in 30 years, a new boiler house was built, and the areas of production buildings were repaired.
With the transition of Octava to direct management of Rostec, the plant began to modernize the work of the enterprise as a whole.
| | The big problem was the lack of new products. The company conducted research on the modernization and development of new models of microphones, headsets, but full-scale implementation was not launched and the developments lay at the designers in the table. Now the product development process has changed. We establish feedback with the consumer. We have already achieved certain results, and we plan that new products will be released on the market in 2018, "Veselov notes. | |
In the second half of 2017, an investment program was developed and approved, a technical audit was carried out and sections of the production chain critical for modernization were identified, work was launched to protect and protect the rights of the results of intellectual activity, a personnel audit was carried out, and the organizational structure of the enterprise was changed. Changes in personnel policy imply an increase in salaries by 20%, the introduction of a labor motivation system, and the recruitment of new employees.
The work carried out was naturally expressed in new contracts - in 2017 there were about 100 of them concluded, and 20 of them - with new partners (Lutner company, Irkut airline, Sheremetyevo and Vnukovo airports, Main Aviation Directorate of the Russian Guard).
A small but significant project was implemented in Ostankino - Octave microphones were equipped with Ton-atelier studio No. 3. In order to promote products on the Russian and international markets, the company took part in the exhibitions of MAKS-2017, Army-2017, Import Substitution, NAMM Musikmesse, Interpolitech, NATEXPO.
| | We have already entered the domestic market, selling about 300 microphones per month. For comparison, in Western markets we sell about 700 monthly. I note that our capacities allow us to produce about 3 thousand microphones every month, "says Veselov | |
Since the new product lines are an important component of the company's development strategy, in 2017 an agreement was signed on a strategic partnership between the plant and Angstrem-T JSC, a leading Russian developer and manufacturer of semiconductor products from discrete transistors to modern microcontrollers and microprocessors. The purpose of the agreement is to produce import-substituting acoustic products of a new generation: conference call systems, intercom complexes, as well as a line of digital hearing aids and other products developed for the implementation of the state program "Accessible Environment." Large-scale work was launched to carry out development work aimed at creating and launching on the market a conceptually new series of GNSh-A-24 aircraft headsets intended for operation as part of the cockpit equipment of a wide range of aircraft (Tu-204, Tu-214, Il-96 and Yak-40).
The first results of the renovation of the plant - at the end of 2017, the company doubled its production volumes and reached a break-even level, and the main growth was ensured by civilian products, the share of which in the total volume of supplies exceeded 50%, and sales growth amounted to about 20%, reaching 123 million rubles.
The total revenue of the enterprise in 2017 was 230.5 million rubles, and the analytical EBITDA profit indicator, which had a negative value, increased by 189% (9.3 million rubles).
Ambitious strategy
The implementation of the strategy in the future should lead to the development of current and creation of new products in four areas - microphones, headsets, headphones and military products.
In the microphone direction, the focus is on the development of the current segment of professional studio microphones, the development of new microphones for television and radio broadcasting, concert activities and conferences.
In terms of headsets, it is planned to expand the lineup and create new lightweight types of headsets with active noise cancellation, as well as expand the areas of application - control communication for ground and air transport, rescue services and aviation.
In the third area of activity, it is planned to launch the production of full-size overhead wired and wireless headphones.
With the arrival of new management, a marketing function was created in the enterprise to increase sales and expand sales regions. "Octava" began to take part in leading world exhibitions.
The company also takes an important step to overcome the design barrier, combining design and engineering. A new department has been created at the plant, which is responsible for a single product development cycle - from industrial design to design work. The new division is faced with the task of improving the quality characteristics of the product, strengthening its market attractiveness.
Activities aimed at reviving unique technologies for the production of microphone equipment and headsets, introducing a marketing function, as well as an industrial design function, which has become a component of design work, have attracted the attention of industry professionals, which contributes to the conclusion of new contracts and the restoration of partnerships with old customers.
In order to increase sales, it is planned to expand the sales retail network, develop and implement a pricing policy, develop and implement a customer service system.
| | We are actively planning to operate on the Russian market with new products - studio microphones, an aviation headset for ground handling of airports. At the moment, we are working on concluding contracts with 10 large Russian music networks, including Muztorg and Lutner, contracts with which have already been concluded. We also do not forget about Western markets, of course, we are negotiating with foreign dealers for further promotion. Our microphones are superior in price-quality ratio to many Western counterparts, - notes Alexander Veselov | |
The implementation of the strategy should lead to an annual increase in export sales, an increase in the share of export revenues to 85%, and in the future - bringing the plant to the position of the leading global supplier of electroacoustic equipment.
In the domestic market and in neighboring countries, it is also planned to develop sales of the plant's products, and local models in terms of technical characteristics will not differ from export ones.
Product Development Approach and User Feedback
The main segment of civil products of PJSC Octava is microphones for professional and home music studios, cultural institutions, music schools, television and radio studios, theaters and concert halls.
| | The Octava company offered me three microphones for the test, including the legendary MK-012, MK-519 and MK-101, "Ilya Zudin, a musician from the Dynamite group, told TAdviser. - I liked everything, but as a vocalist for myself in this troika I especially noted MK-519. I rate this microphone as very good, and taking into account its price, it simply does not have competitors in the domestic market. We tested this microphone model, comparing it with the Neumann M 149, and although it was not entirely correct to compare a capacitor microphone with a lamp microphone, the way the MK-519 showed itself was just amazing to me. On my voice, the microphone was more contrasting, more detailed. I really liked the fact that the passport characteristics of the microphone, and those that he showed "in the field," at the studio, were very close, without deception. I think MK-519 is one of the top inexpensive microphones. | |
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The factory produces microphones with various technical characteristics, the total number of models is 46. The main types of microphones are determined by the principle of operation of the capsules: dynamic (model series of MD) and capacitor (MD). Two other important technical characteristics are the type of pre-amplifier and the radiation pattern. According to the first feature, microphones are divided into transistor and lamp, and according to the radiation pattern - into models with the direction "circle," "eight," cardiode and hypercardiode, and in addition, a number of microphone models (MKL-111, MKL-5000, MK-220) are equipped with directivity switches.
The product line includes premium, mid and low price segment models. The flagship in the range of Octava products condenser studio microphone MK-012 is actively competing with Western counterparts, a very popular model both in the EU and in the USA.
But MK-012 is not the only flagship product: in 2017, the plant had a whole line of flagship models selected after a special audit of the line of all types of assortment - microphones, headset, headphones. The flagship models, which are most in line with modern technology standards and have a solid market position in comparison with competitors, will be focused on according to the new product strategy.
In category "microphones" of flagman were among MK-012 and MKL-111, and are included MK-319/519, MK-105, MK-220, ML-52-02 and MKL-112 in the main product line (as replacement of MKL-5000), in category "headsets" wireless GSSh-A-18B and aviation GSSh-A-18M1, flagman earphones - professional studio TDS-23 became a flagman product.
| | Then the guys from "Octava" brought me the "tsar" - MKL-111, - adds Ilya Zudin. - I recorded my new song on it and honestly I can say that I was delighted. The microphone is very decent - soft and really royal in sound quality. Again, taking into account the pricing policy of Octava, I think that many sound engineers will want to buy themselves this domestic product, and they should hurry up, because the price of these microphones, I think, will soon rise. The MKL-111 uses a high-quality, very expensive lamp, a gilded membrane, all components are made at the highest level. You hold it in your hands like a Rawls-Royce. I am very pleased, I have purchased this microphone for my studio, and I do not plan to remove it from the microphone stand yet. In general, at the price at which Octava offers microphones, I believe that they simply do not have competitors | |
Headsets manufactured by the company are in demand in aviation, armored vehicles, ship communications, telephony and a number of other areas of the economy, the total number of models is 17. The flagship models of this product category are GSSh-A-18M1.
According to the results of 4 months of work, an experimental batch of flagship GSSh-A-18M headsets was purchased by Irkut Airlines, 100 medium noise protection headsets were purchased by the Main Aviation Directorate of the Russian Guard, headsets with low noise cancellation by the ground services of Sheremetyevo and Vnukovo airports were highly appreciated.
Since May 2018, Octava of products have become available to the consumer for the first time through an online mega market - the Tula plant signed an agreement with OZON.ru, one of the first Russian e-commerce projects in the V2S segment. The OZON.ru presents more than 30 items of Octava equipment.
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