Transcript Document
Company’s history 1994 The company was found in 1994 as the distribution-logistic company selling wide range of food and tobacco products. 1994 – 2000 – development of two directions in the distribution of consumers’ goods: - import and distribution of tobacco products; - import and distribution of tea and coffee products. Strategic partners - Rothmans of Pall Mall (Ltd), «British Ameriсan Tobaссo Inc.», Great Britain и MJF Group, Sri-Lanka 2000 – Company focuses its efforts on tea and coffee distribution after introduction of restrictions on tobacco market run by state. Company’s history 2000 – 2004 – Active development of HoReCa division. Sales improvement in regions with the help of local sub-distributors managed by company’s managers. 2004 - 2006 – launch of the first coffee house «Amato»; – introduction of directs sales in regions; – launch of proper administrative warehouse complex with the area of 8500 m2; – portfolio extension through the fat and oil products and tinned goods. 2007 – 2008 – HoReCa portfolio extension. Achievements Last year we significantly extended our portfolio. Each year we increase our turnover by 30%. Today, “Avalontorg” is one of the biggest distribution companies in the Republic of Belarus. We work in all trade channels: hypermarkets, trade chains, private shops, wholesalers, open markets and individual entrepreneurs. We offer to our customers the most flexible solutions to meet their requirements. We develop our portfolio on the permanent basis and now it includes world-wide famous brands (soy sauce KIKKOMAN, spices and seasonings Cykoria, Maitre, Knorr, sauces and mayonnaises Calve, cakes and desserts Selezneff, bakery Delifrance, chocolate, syrups, confectionary etc). Achievements Separate sales division (HoReCa) makes sales to restaurants, bars, hotels and other on-premise outlets 1 There are more than 300 employees in our company today. All key employees participate in trainings aimed to improve their level of competence. 3 We work in regions through local subdistributors and by completing direct sales.Each sub-distributor has its own logistic system and stocks controlled by our managers. 2 Sales are completed by sales force of our company or sales force of our partners. Our company has its own fleet, including 27 trucks of different carrying capacity. In each region sub-distributors have a fleet from 2 to 6 trucks. 4 Our objectives in HoReCa segment Our objective is to become a leader in supply of provision to Horeca segment through satisfaction of our customers in assortment and service; Further development of logistic line; Further extension of coffee house chain «Amato»; Further development of our private label «Amato» (“TORREFAZION MUSETTI S.R.L.”, Italy); 2007 – Introduction of fish and seafood, meat and semi-prepared food, delicacy, cheese, frozen bakery etc in our assortment. Organization of supplies to Japanese, Chinese and Italian restaurants; Further extension of our assortment portfolio. Our Retail partners ООО «Unilever СНГ»: тм «Lipton», тм «Брук Бонд», тм «Беседа», тм «Knorr», тм «Calve», тм «Rama» ООО «ОРИМИ ТРЭЙД»: тм «Принцесса Нури», тм «Принцесса Канди», тм «Принцесса Гита», тм «Принцесса Ява», тм «Greenfield», тм «Tess», тм «Жокей», тм «Regal» MJF Group: тм «DILMAH» ЗАО ДК «АВАЛОН»: тм «Золотая чаша», тм «Чайная долина» ООО «Императорский чай»: тм «Императорский», тм «Чай ОК», тм «Playtea», тм «Сан Виль»,тм «Tea Break» Наши партнеры в сегменте Retail «Петровская Слобода»: тм «Петровская Слобода» Basilur Tea Company Ltd.: чай тм «Basilur» «Cykoria S.A.»: тм «Cykoria», тм «Arrod» Torrefazione Musetti S.R.L.: тм «Musetti» Tabasko S.A.: spice sauce Tabasko our private coffee label «Amato» (“TORREFAZION MUSETTI S.R.L.”, Italy) Sucafina S.A.: тм «Ambassador» Kikkoman Corporation: soy sauce Kikkoman тм «Kaffa» тм «Черная карта» Sales volumes Sales volumes (1994-2007) Average monthly sales, 1st month after start of sales 2007 average monthly sales № тм Brand Start of sales 1 Dilmah 1994 $10,000 $270,000 2 Uniliver 2000 $15,000 $314,000 3 Cycoria 2003 $15,000 $68,100 4 Orimi 1996 $15,000 $875,000 5 Uta 1999 $5,000 $103,000 6 Avalon 2001 $30,000 $206,000 7 P. Sloboda 2003 $10,000 $90,500 8 Musetti 2006 - $20,500 9 Ambassador 2006 - $40,000 Total: $100,000 $1,987,100 Sales volumes Sales volumes 2006-2007 300000 $270 000 250000 $196 000 200000 $168 000 150000 2006 2007 $135 000 $103 000 100000 $78 500 $68 100 $47 900 $40 000 50000 $28 100 $7 100 $20 500 $15 000 $8 500 0 Dilmah Uta Golden bowl Tea valley Ambassador Musetti Cykoria Market overview Minsk. Open markets. There 19 open markets in Minsk. We sell our products in all 19 open markets. Average shelve space for our products is: Tea – 60% Coffee – 19% Average numeric distribution in Minsk open markets - 95%. Average coffee market share of Avalontorg in Minsk open markets Average tea market share of Avalontorg in Minsk open markets Other brands 40% Avalontorg 19% Other brands 81% Avalontorgg 60% Market overview Minsk. Retail. There are approximately 450 active outlets in Minsk retail.твует около 450 активных торговых точек (магазинов). We sell our products to 95% of outlets. Category А - 15%, Category B – 25%, Category С – 60% There are also 8 trade chains and 4 hypermarkets in Minsk where we sell our products. According to calculation of our sales analysts 50% of tea shelve space and 15% coffee shelve space in Minsk retail outlets occupied by brands supplied by Avalontorg. Avalontorg distribution in Minsk retail Average tea shelve space occupied by Avalontorg products in Minsk retail Other brands 50% Not covered 5% Avalontorg presence 95% Avalontorg 50% Market overvies Regions. Retail and Open markets. Average tea shelve space occupied by Avalontorg products in regions’ outlets – 60%. Average tea shelve space occupied by Avalontorg products in regions’ outlets – 17%. Numeric distribution in regions – 85% - 90% 90% Average tea share (retail) 65% 65% Average coffe share (retail) Average tea share (open markets) Average coffee share (open markets) 20% 17% Numeric distribution in regions Regional branches: HR specialist Sales IT department department Secretary IT specialist Agents’ project Wholesale EMG administrative Retail Tec. department Construction department Security department Finance department инженер по охране труда courier Accounting department EMG development courier Grodno Regional sales department Regional sales department Gomel Brest Vitebsk Marketing department EMG marketing Mogilev Minsk reg. Tec. service HoReCa sales department Legal department Regions Minsk Fleet department EMG logistics Warehouse Certification department Customs’ department Ordering sector Purchase sector Avalontorg structure General Manager HR department Company’s structure Marketing Company also includes marketing department with promo-team. Retail Project Department functions: Company also includes Minsk wholesale project which is used to control pricing and marketing activities. • • • • • Media planning; Market analysis; Launch programs; PR - campaigns; Promo activities. Minsk sales department structure Minsk sales manager Retail - sales Agents’ project Wholesales Wholesale manager Sales manager Sales supervisor Key accounts supervisor MD MD MD Merchandiser MD Merchandiser MD Merchandiser Merchandiser Merchandiser Unilever Manager Orimi MD Cykoria, P. Sloboda MD Bridgetown MD Regional sales department structure Regional sales department Grodno Sales supervisor MD MD MD, Lida merch. merch. Mogilev Sales supervisor MD analyst MD Gomel Sales supervisor MD analyst MD MD MD MD, Bobruisk MD merch. Orimi team Orimi team Cykoria team Uniliver team analyst MD, Zhlobin Orimi team Uniliver team Sales supervisor MD MD, Mozyr merch. Vitebsk MD analyst MD, Polock Uniliver team Brest Sales supervisor MD MD merch. Assistant MD Minsk reg. Sales supervisor MD, Molodechno analyst MD, Slutsk MD MD, Borisov MD, Pinsk MD, Baranovichi merch. Orimi team Uniliver team Cykoria team Uniliver team Orimi team analyst Key work principle We deliver products to our customers all over the Belarus within 48 hours from the time when the order was placed by our fleet or fleet of our sub-distributors. Storage Avalontorg company owns warehouse area of 5 000 m2, specially devoted for products storage with different requirements to temperature and humidity. There are deep freeze chambers with minimal temperature -18 °С, chamber with temperature 0 °С and chambers without temperature regime in our warehouses . There is multi-shelves storage system for work with the wide assortment of products. The work of warehouses is atomized due to the special machines. Storage The product placement system is done in a way to minimize risk of smell transfer to products. Spilled or dropped products are removed immediately. Warehouse equipment, including fork-lifts, cleaning machines, palletizers and other are kept in clean. Service diagnostic is done on a permanent basis according to instructions. All employees are trained and are qualified for this type of work. Fleet The main objective of fleet department is to deliver product to necessary point, by optimal route with the lowest costs. We have all necessary for the effective work of fleet department: professional specialists; own trucks – Today we have 27 trucks of different carrying-capacity from1,5 to 5,0 tons. In each region each sub-distributor has from 2 to 6 trucks; necessary infrastructure, Including transport objects, warehouses, offices with necessary connection tools and data-processing devices; during delivery the products are convoyed by forwarding agent. This helps to keep the product saved and to deliver it in time. Contacts Республика Беларусь Минская обл., Минский р-н, 3-ий км МКАД, склад для хранения продуктов питания №7 с административно-бытовым корпусом ООО «Торговый Дом Авалон», комн. 27 Тел.: + 375 17 290-53-32 (33, 34, 35, 36, 37) Факс: + 375 17 290-53-00 www.avalon.by [email protected]