Operating profit and profit  margin in Eastern Europe  increased despite a decline in volumes. We grew our market share in Eastern Europe  in difficult beer markets that declined by  high-single-digit percentages in 2013. The  Russian beer market was impacted more  than anticipated by continued disruption from  the closure of non-stationary outlets, and  in general the region was impacted by the  macroeconomic slowdown causing consumers  to reduce their spending. This became increas- ingly visible during the second half of the year.  Our Eastern European beer volumes declined organically by 5%.  Organic net revenue declined by 4%. Re- ported net revenue declined by 9% due to  negative currency impact from the Russian  and Ukrainian currencies.  We achieved a price/mix for the year of  1%, positively impacted by price increases  across all markets, which more than offset  the Russian excise tax increase and a nega- tive mix. Operating profit grew organically by 2%  and operating margin improved by 120bp to  23.3%. The profit improvement was driven by  lower cost of goods sold; efficiency improve- ments across all markets and functions; and  slightly lower marketing expenses due to  EURO 2012. Reported operating profit was  impacted by the adverse currencies and  declined 4%. RUSSIA Russian market share Operating profit  Employees 2013, average full-time employees 11,899 Organic growth 2% Increase (bp) 30 Eastern  Europe We continued our strong focus on balancing  volume and value development in our busi- ness. Our volume market share strengthened  by approximately 30bp to 38.6% and our  value share improved slightly more (source:  Nielsen Retail Audit, Urban & Rural Russia).  The Russian beer market declined by an  estimated 8%, mainly due to the outlet  restrictions, weaker economic growth and  consumer sentiment, especially in H2. 2013  was the weakest year-on-year development  for the Russian economy since 2009.  Our Russian beer volumes (shipments) declined by 7%. The year-on-year impact in 2013 from stocking and destocking in  connection with the excise tax increases on 1  January 2013 and 1 January 2014 was limited. We improved our market share in both the  modern and traditional trade, and across  most Russian regions, with particularly  strong performances in the super-premium  and mainstream segments. Brands such  as Baltika 0, Baltika Cooler, Zatecky Gus,  Holsten and Zhigulevskoe performed par- ticularly well, while Baltika 7 was negatively  impacted by outlet restrictions. The level of commercial activities remained  high in Russia. Several line extensions of  Baltika, such as Baltika Praha and Baltika  Munich, were launched, and we introduced  Grimbergen with good results. In addition,  for much of the year the sponsorships of the  Sochi Olympic Games and the Russian Na- tional Hockey League were being activated.  The launch of the rejuvenated Tuborg was an important step in strengthening Tuborg’s  Carlsberg Group Annual Report 2013 15 Management review OUR REGIONS Beer volume, pro rata (Million hl) 48 42 36 30 24 18 2013 2012 2011 Net revenue (DKKbn) 21 17 13 9 5 1 2013 2012 2011 Operating profit (DKKbn) 5 4 3 2 1 0 2013 2012 2011 Operating margin (%) 30 26 22 18 14 10 2013 2012 2011