Transcript THE COUNTRY - Premium Brands

Premium Brands
Company Profile
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THE COUNTRY
The signing of the Oslo agreement between the Palestinians
and the Israelis in September 1993 created a new autonomous area
in the West Bank and the Gaza Strip. The Palestinian National
Authority (PNA) controls the area. It is in this area that an
independent Palestinian State will be created. In the meantime the
Palestinian National Authority, through various signed agreements
with the Israeli authorities, has sole and total control of many
aspects of life in the Palestinian areas. Such areas of jurisdiction are
economy (trade and industry), health, post, telecommunication,
police and security, education, tourism, power and local
government.
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The Palestinian area is divided into two major areas:
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The West Bank with a population of 1.66 million inhabitants.
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The Gaza Strip with a population of 1.30 million inhabitants.
The overall population growth rate is 5.8% per annum. (One of
the highest in the world).
In 2000 the per capita income was $ 1800 per annum.
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THE MARKET
The creation of the autonomous state has resulted in the
emergence of a new market for trade. This market
remained totally undeveloped during the 30 years of
Israeli occupation. For years this market was simply
used as a dumping ground for Israeli companies
interested in disposing of various products. This area
was never serviced although the Palestinian people have
always been known to be both highly educated and
cultured.
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Specifically, the cosmetic and fragrance market has been
totally neglected by the principals and by their Israeli
distributors. The Palestinian consumers especially
women, have always followed fashion and are always
seen to wear the most expensive cosmetics and
fragrances. They are exposed to such products through
their frequent visits to the rest of the Arab world or
when the thousands of expatriate Palestinians return
for their annual summer vacations. Palestinian women
pride themselves with the way they dress and are made
up. Despite the low-income levels and the rare
availability of products in the market, they tend to
always find the means to spend on make-up and
clothing.
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On the other hand, the lack of proper distribution
channels has made it very difficult for the continuous
presence of products in the market place. The presence
of the products is dependent on many factors such as
the availability of the product with Israeli wholesalers,
the availability of cash with the Palestinian wholesaler
to purchase product from the Israeli wholesaler, and
sufficient profit margin for both wholesalers and
retailers to carry the products.
All such factors resulted in the emergence of a totally
fragmented cosmetics and fragrances market, which is
suffering form lack of proper marketing, sales
distribution.
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THE COMPANY
A group of experienced Palestinian entrepreneurs who lived most
of their lives between the Gulf and Europe realized the potential
that exists in the Palestinian market.
They got together and established a company called PREMIUM
BRANDS whose sole mission is to market, distribute and sell
products utilizing the most advanced and modern international
techniques.
The first stage of the operation of PREMIUM BRANDS was
the creation of the Cosmetics and Fragrances Division. The
market situation dictated that this division is operational in two
areas :A distribution operation and a retail operation.
PREMIUM BRANDS is part of Almasri group.
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THE COMPANY
THE DISTRIBUTION DIVISION
This division deals with the marketing, distribution and
sales of cosmetics and fragrances. The emphasis is on
marketing as PREMIUM BRANDS belongs to the
school that promulgates the importance of marketing
in creating and servicing sustainable and growing
market for its brands.
The relationship between PREMIUM BRANDS and
its principals is that of a partnership for the mutual
benefit and prosperity of both.
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To maintain best marketing results, PREMIUM BRANDS
depends heavily on merchandising. Where all modern techniques
are employed to achieve the best results in all stores covered.
PREMIUM BRANDS does not depend on the wholesale
trade to distribute their products. The sales team visits at least 35
– 40 main stores in the area. All the present class “A” and “B”
stores in the area are covered. With the development of the retail
and the wholesale trade. The number of outlets serviced will
accordingly grow.
Delivery is prompt and efficient. PREMIUM BRANDS
believes in 24 hours turnaround. This ensures that products are
always available.
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THE COMPANY
RETAIL DIVISION
PREMIUM BERANDS is a pioneering Company. The lack of
professional stores to carry well-known cosmetics and fragrance led
the company to develop the retail division.
The first PREMINM BRANDS boutique called Oasis
opened its doors to the public in early September. It occupies an
area of 130 square meters with a lower ground floor of the same
size. The boutique is located in the main shopping district in the
heart of Ramallah which is the largest and most affluent city in
the West Bank.
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PREMIUM BRANDS contracted the services of
internationally acclaimed interior designers to design
and execute the decoration of the boutique.
While the main floor houses the cosmetics and
fragrances, the lower floor houses the treatment rooms
of the world renowned Clarins- Paris Institute. It is the
first and only specialized treatment institute in Palestine.
PREMIUM BRANDS plans to have more OASIS
boutiques in the same caliber.
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The Group
The Masri Group is a 40 year-old, family enterprise which owns and manages a diverse network of companies in the
Middle East and Africa, most of which are leaders in their respective sectors.
Trading, Distribution & Representation
Management Consulting
• Commercial and Passenger Vehicles (Daewoo)
• Heavy Construction Equipment and Material (Iveco, Jaso)
•Engineered Equipment
•Fast Moving Consumer Good (Unilever, Eveready)
•Electronics (Daewoo, Funai)
•Perfumes and Cosmetics
•Independent Power and Energy Planning and Policy
•Environmental and Natural Resources Management
•Restructuring and Privatization
Engineering & Construction
•Architecture and Engineering
•Construction
•Real Estate Development
Industry & Manufacturing
• Coca-Cola Bottlers
•Mineral Water and Beverages Plant
•Lube Oil Blend Plant
•Canned Foods
•Oil & Gas Repair Facilities
Project Development & Finance
•Partnerships with Engineering/Construction Multinationals
•Power Plants and Oil &Gas Facilities
•Financing of Power, Water and Telecom Projects
Notable Affiliations
•Founding Partner, Palestine Development and Investment
Co., the flagship private sector company – and its sister
companies, including the National Telephone Company, and
the premier Real Estate Investment Company.
•Member, World Bank, MENA Regional Council of Advisors
•Board Member, Arab Bank Group
•Board Member, Jordan Petroleum Refinery Co.
•Founding Partner, various Hospitals, Pharmaceutical
Companies and Medical Appliance Manufacturers.
Media, Telecommunications & High Tech
•Film Production
•Television and Radio Broadcasting
•Telecom Service Provider
•Internet Service Provider
Social Development Foundation
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