Transcript Your sales and marketing department in Latvia

Business profile
Distribution & Marketing Company
LEVERSA
“Your sales and marketing department in Latvia”
OUR HISTORY:
In the beginning there were 2 distribution companies – “Arlems” and “Vice Versa”.
“Arlems” has started its business in 1993 when the company had imported the first truck
with culinary oil Risso from Belgium. Today, every fourth bottle of table oil consumed in
Latvia is called Risso.
Arlems has contributed into Leversa its expertise in sales and marketing of FMCG.
“Vice Versa” was established in 1993 as well and as a distribution company served for
Latvian food producer “Kok Group”. Their success is expressed in leading positions of
ketchup and mayonnaise under “Kok” brand name in respective categories on Latvian
market.
“Vice Versa” has contributed into Leversa business its expertise in logistics and sales.
SIA “Leversa” has been registered in October 2002 by merger of “Arlems” and “Vice Versa”,
being accumulated all the best from business of both predecessors.
It’s reflected in our name as “LEVERSA” = “ArLEms” + “Vice VERSA”.
The merger had resulted to expansion of Leversa business, its appearance among the topdistribution companies in Latvia and opened many opportunities for further development.
Turnover in 2003 was 4,89 M Ls (7,8 M EUR).
BUSINESS STRATEGY:
Following to the marketing-oriented approach and providing
value-adding services, we would like to be an inalienable part
of brands & products conducting process from Suppliers,
producing attractive qualitative FMCG, to Latvian consumers.
Serving our Principals we provide them
SALES services:
Sales forces of 24 full time dedicated persons are covered whole country which is divided
into Riga, North and South areas.
Area sales managers supervise over 14 sales representatives whose call on retail outlets
and collect orders in their districts.
Key-account managers present brands and negotiate listings, prices, assortments,
promotions and other conditions with national and regional retail chains.
3 sales persons deal with foodservice customers.
To be cost efficient Leversa combines direct sales in relevant channels with indirect sales
through subdistributors and wholesalers.
Management set up for each sales person sales targets which are easily followed up
thanks to the used information technology.
TWO sales forces to strengthen quality
TYPE OF SALES FORCE
MASS-MARKET
STRATEGY
SALES CHANNELS
14 sales reps covering 2000 active
customers directly
Average income per person
“not low”
Different sales channels – retail
stores, open markets, wholesale
3 key-accounts managers covering
deliveries to all retail chains and
independent super/hypermarkets
PREMIUM
STRATEGY
CONSUMER’S TARGET
Strong marketing-oriented
approach to support and to develop
premium brands
Average income per person
“average+”
SALES STRUCTURE IN RIGA
Sales
Director
Keyaccount
manager
MAXIMA
Retail
supervisor
Riga
Sales reps
HoReCa
Sales
reps
500+
independent
shops
Sales reps
LIDO, Nomeda, Deli,
Vidzemes Maiznica,Lango,
Anre Juniors, Eurofood,
Elanders, Grinhols
Open markets
Wholesale depots
SALES STRUCTURE OUTSIDE RIGA
The market is completely covered by our sales forces.
Serving our Principals we provide them
MARKETING services:
Following to strong marketing-oriented approach, Leversa in cooperation with external
agencies offers to the Principals following marketing services:
Market Research ( Consumer - Media - Trade ), qualitative /quantitative
Control of legal information on labels
Packaging design
Communication and promotion plans
Media - Production ( TV, Radio, Outdoor) - Media Airing
In-store demonstrations and product tastings
Trade-marketing activities (P.O.P. materials, lotteries, contests, e.t.c.)
Serving our Principals we provide them
LOGISTICS services:
Logistics services include import, warehousing and distribution.
Warehouse facilities:
- Location in Riga next to the office premises
- 1000 pallet places for dry groceries
- 100 pallet places for chilled products
Transport services are outsourced to third parties providing to Leversa
flexibility and reducing related costs.
All used trucks/vans are temperature controlled.
Delivery time in Riga: 24 hours
Delivery in the country: 48 hours
DISTRIBUTION CENTER
1000 pallet places for dry groceries
100 pallet places refrigerator for chilled products
LATVIA - 2 340 000 people.
RIGA – 800 000 people.
The market is fully covered by our logistics services
We represent local and international brands
BRAND
CATEGORY
PRINCIPAL
BRIEFLY ABOUT …
Culinary oil
AOP b.v.b.a., Belgium
Branding is well working even in
that category. Risso=market leader
Mayonnaise,
ketchup, vegetable
preserves
KOK Group, Latvia
Strong local brand
Non-alcoholic drinks
KOK Group, Latvia
Special malt-based drinks of high
quality
Pasta
Adriana s.r.o., Czech
Republic
Good ratio “price / quality”
Tuna preserves
Bolton Alimentary, Italy
N1 in Italy and in many European
countries!
Convenient food
AS Salvest, Estonia
N1 in Estonia. A lot of innovation
Cereals
Wurzener GmbH, Germany
Real German quality
Healthy soya drinks
and desserts
Alpro n.v., Belgium
European leader
We continuosly work on brand portfolio extension and welcome brand holders interested in to cooperate.
Philosophy of cooperation with Partners
Leversa is always looking for Partners whose are able to bring innovation for the
Latvian consumers.
There are our main principles of cooperation:
His majesty BRAND has to be the object of common care and attention
Leversa is encouraged to invest into Brand development together with
Partner
Leversa keeps in mind long-lasting partnership
Leversa follows its commitments and anticipates the same approach
from our Partners
Leversa contributes into cooperation hard work, creativity and passion
of its personnel
Leversa expects good understanding and teamwork with our Partners
Please contact us if your company needs the professional partner to represent
your brands on Latvian market.
Our ADVANTAGES
Following advantages should allow us to be the preferable outsourcing decision for FMCG
suppliers in Latvia:
- Strong marketing-oriented approach
- Eagerness to work, to learn and to develop ourselves together with
our Partners
- Experience in packaged consumer goods and knowledge of the
Latvian market since its early beginning
- Complete coverage of Latvian market
- Full range of services included sales, marketing and logistics
- Reasonable cost of operations
- Willingness to invest into brands development together with Principals
- Membership in European Sales Marketing Association
We would like to hope that above list of our advantages is not completed yet ….
MEMBER OF ESMA ASSOCIATION
A pan-European trade association of Europe's finest sales and marketing
organizations, specializing in selling, marketing and distributing packaged
consumer goods (PCG).
ESMA exists to promote and safeguard the interests of its members, and to
help PCG manufacturers find the best partners for expansion in Europe,
both in home and export markets.
Membership is drawn from the top level of agents, distributors and sales &
marketing companies in Europe. Members are experts in their geographic
markets and provide a range of first-class services for manufacturers.
To know more about ESMA please visit www.esma.org.
COMPOSITE WAY TO WIN THE MARKET
We suppose that primarily distribution business is the business of proper and mutually
profitable relationships that connected Supplier and Distributor, Distributor and Retailer,
Distributor and Brand, Brand and Consumers.
We believe that we know how to build and develop these relationships and how to manage
the balance of common interests leading to long lasting cooperation.
The key object of out attention is His majesty Brand because we consider the Brand as the
most valuable business asset.
Doing business, we set up the highest priority for all things related to Brand issues.
We serve our Partners with the objective of creating benefits.
Being in distribution business for many years, we think that the best values that
Distribution Company could create are delivery of services done more effectively than
Principal itself could do it.
That is why we welcome Partners trust us to be “Your sales and marketing
department in Latvia”.
At a first sight, the distribution business looks as very simple and ordinary.
However, our people try to think and do the things in a bit different way than others.
All above are what we called as a “COMPOSITE WAY TO WIN THE MARKET”.
Your first contact :
•
Bizan Viktor
Marketing Director
SIA “LEVERSA”
31m Ganibu Dambis str., Riga, LV-1005, Latvia
Phone: +371-7517490…4
Fax: +371-7517495
Mob. phone: + 371-9208428
E-mail: [email protected]
web-site: www.leversa.lv