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DunaPro Group Introduction 2011 - English
- 1. 2011 1
- 2. Believing in ourGoals is the first step to Achieving them. 2
- 3. Mission Statement DunaPro To provide high quality international consumer goods to the highest satisfaction of consumers in partnership with multinational companies and domestic customers through a full fledged marketing and sales oriented distribution. To consider the importance of our employees in their individual satisfaction and development. To grant the opportunity to our principals, customers and owners to make a fair profit. 3
- 4. DunaPro History Establishedin 1992, Daniel Poisson opened the first full service distribution company in Hungary. The strategy: to cover all the sales, merchandizing, marketing, logistic needs of all the manufacturers we represent. To utilize synergies between companies and products to create an efficient and effective distribution system in Hungary. DunaPro has grown into the largest independent Distribution company in Hungary employing around 80 persons and covering 12000 stores directly. DunaPro’s annual turnover was in 2010 @ 8 Billion HUF 4
- 5. Position on Market Retail Universe is about 20,000 shops DunaPro Group visits more than 10,000 shops directly. DunaPro van selling visits more than 8,000 shops. (small and large vans) DunaPro covers: retail outlets – CBA/Coop/Reál, multinational chains, independent trade, wholesalers and HoReCa units DunaPro is a brand owner : Pötyi and Nutravia Market leader in many segments including, Bleach, Dishwashing, Sweeteners, Tex Mex, Croissants, Alcohol. Largest private distributor in Hungary 5
- 6. DunaPro Organisational Structure- 2011 Receptionist Go For Van Sales On-trade Sales Reps Brand Costumer Team sales reps Finance 12 people Managers Service 28 people 7 people Assistant 4 people 4 people On-trade Area Van Sales Wholesale KAM manager Managers Controller Manager Manager 3 people 2 people IT Manager Logistic Marketing Sales Assistants Accountant Assistant Assistant Sales 2 people trainer Sales Marketing Logistic Project CFO Manager Manager Manager Manager Executive Assistant CEO 6
- 7. Our Brands –Food 7
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- 9. Our Brands –Alcohol 9
- 10. Way of operation- 9 Steps of Selling Our team works with the most effective sales methods, like the basic call procedure, to ensure achieving specific objectives with each customer: 1. Review plans 2. Distribution, Merchandising check 3. Approach 4. Presentation 5. Close 6. Payment and Delivery 7. Merchandising 8. Records and Reports 9. Call Analysis 10
- 11. Training programs -Internaland External Induction training for new colleagues Improvement of elementary and functional competencies Development of leaders’ functional and elementary skills Development of sales support systems 11
- 12. Van Sales Team-FieldSales Team- On-trade team • „All for one, one for all”: Van sales team, field sales team and on- trade team of DunaPro are a complimentary sales force • The routes are harmonized so that all 3 teams support each other’s work • At alternative visit, teams support goals of the others • This way we can avoid OOS and guarantee merchandising in between regular visits 12
- 13. DunaPro Coverage Modern Trade Partner Number of shops Number of visits/ month PENNY MARKET 175 0 TESCO 146 584 METRO 13 52 AUCHAN 12 48 INTERSPAR 30 120 SPAR 337 674 KAISER’S 20 40 CORA 7 28 MATCH 124 248 PROFI 74 0 MODERN TRADE TOTAL 938 1794 13
- 14. Traditional and Independenttrade Partner Number of shops visited by DP CBA TTL. 1 056 5-ker 64 6 karát 40 Polus Coop 95 BBK Raktár 64 CBA Központ I. Régió 132 CBA Remízker 17 Cigar Centrum 13 City Kankun 17 Delikát 58 Halmschlager 17 Hansa Kontakt 155 Kerekes 94 Integral M 60 Palócker 99 Piliscsoport 67 Szabó Kft. 25 Vevőért 39 REÁL TTL. 889 Élésker Kft 36 Alaszka Kft. 82 Alfiker 40 Arzenál Kft. 243 Alföld Szeged 51 Kisalföld Fűszért 43 REAL 1 Taler Kft. 59 Z+D Kft. 49 Egyéb régiók 285 COOP TTL. 2 454 ÉK Procoop 570 Hét forrás Füszért 343 Honi-Coop 307 Mecsek Füszért 638 Tisza Coop 398 Alföld Procoop 198 Lekkerland 0 CBA+REAL+COOP Total 4 399 Independents 3 779 Traditional total: 8178 14
- 15. Hungarian Retail Market,2010 Stores in Hungary by category DunaPro Team Stores Actual stores in 2010 Visited in 2010 number of stores 142Tesco 79 number of visited stores 142Tesco 79 Cora 7 Cora 7 Interspar 30 Distribution level numerical 100,0%Interspar 30 Auchan 12 weighted 100,0%Auchan 12 CBA 1 CBA 1 Metro 13 Metro 13 number of stores 749Profi 54 number of visited stores 749Profi 54 Penny 175 Penny 175 Tesco 32 Distribution level numerical 100,0%Tesco 32 Match 53 weighted 100,0%Match 53 Spar 185 Spar 185 Kaiser's 20 Kaiser's 20 Cba 88 Cba 88 Coop 108 Coop 108 Reál 22 Reál 22 Other 12 Other 12 number of stores 918Profi 20 number of visited stores 907Profi 20 Tesco 18 Tesco 18 Match 54 Distribution level numerical 98.9%Match 54 Spar 113 weighted 99 %Spar 113 Coop 428 Coop 428 Cba 180 Cba 180 Reál 76 Reál 76 Other 29 Other 18 number of stores 5644Tesco 17 number of visited stores 4295Tesco 17 Spar 28 Spar 28 Match 17 Distribution level numerical 76,1%Match 17 Cba 638 weighted 85,6%Cba 580 Coop 1900 Coop 1611 Reál 492 Reál 305 Other 2552 Other 1837 number of stores 6353Cba 523 number of visited stores 3023Cba 397 Coop 375 Coop 307 Reál 677 Distribution level numerical 47,5%Reál 486 Other 4778 weighted 62,5%Other 1833 Total stores 13806 Total stores 9116 15
- 16. On-trade Coverage Thenumber of on-trade outlets dealing with alcoholic beverages is around 15.000 The number of high potential outlets is limited. Over 60% of Bacardi portfolio on-trade volume is generated by directly visited outlets (approx. 1200 outlets) DunaPro differentiates four categories (based on Bacardi Way): Image Image - objective is brand building & image building, little volume 70 Trendy, prestige places, visited by the stake holders, places where nice to go from distance as well. HV – objective is volume & awareness HV Quality places which are popular among the consumers living 150 in that area. SV- objective is volume 530 SV Other outlets where a limited portfolio has to be listed, but due to its characteristics, location, quality and type of consumers not priority places. Other Other visited 300 New or very low volume outlets, event outlets etc. visited Other NOT visited 13 900 NOT (Contact through wholesalers) visited DunaPro on-trade sales force regularly visit the Image, HV,SV and selected Other outlets.
- 17. DunaPro Success-stories With our experience in taking over distribution. DP has experience in taking over distribution with great success: Example 1: Canderel sweetener takeover from Merisant Hungary. In 2006 we become distributor for Canderel (existing on the market for over 15 years). We paid limited administrative fees and improved the conditions with trade, secured the business and launched new products. Example 2: Clorox takeover from Henkel in 2007. DunaPro took over Clorox bleach from Henkel with no condition loss in contract and with limited administrative fees. After preparations, from 1st July 2007, DP serviced trade partners with Clorox products. DP made a 20% price increase to bring the Clorox price to a strategically competitive retail price level. (we were 50% cheaper than our competition previously) Example 3: EVM takeover in 2008. DunaPro took over the largest Hungarian owned/manufactured brand. Existing for over 50 years. These local brand are market leaders in a number of segments. Within a 3 month period we secured the distribution of over 350 SKU’s in more than 6000 shops. In both Modern and Traditional segments. From 2008 to 2009 we grew the business by +10% value. During this same period, P&G, Henkel, Reckitt Benckiser, Unilever all had declining value and volume sales. DunaPro is proud of these accomplishments. 17
- 18. Num. and Wtd.Selling Distr. 51-200 sqm Source: Ac Nielsen
- 19. Improvement on yearlyunit sales 2009 – 2011 Ultra Szavo Anti Mildew 19
- 20. DunaPro Fleet Brandnew vans 23 VW Crafters 14 m3 load compartment New design Attractive and strongly recognizable Product-logos on the vans To strengthen visibility 20
- 21. Performance of Vanselling in Tradional trade IMPROVEMENT on SALES 2008-2010 350,000,000 300,000,000 250,000,000 200,000,000 HUF 150,000,000 100,000,000 50,000,000 0 OCT OCT OCT MAY AUG MAY AUG MAY AUG FEB NOV DEC SEP FEB NOV DEC SEP FEB SEP APRIL APRIL APRIL JAN JULY JAN JULY JAN JULY MARCH JUNE MARCH JUNE MARCH JUNE 2008 2009 2010 cba coop other real 21
- 22. Performance of Vanselling Average in June Measure 2005 2006 2007 2008 2009 2010 2011 2005-2011 Number of vans unit 6 7 8 9 10 24 23 Number of shops unit 1 207 1 765 2187 2398 2 890 5 756 5 945 directly delivered Shop visits/month unit 2 672 2 687 2 771 3 687 3 841 9 246 9 210 Orders/shop/month unit 1 573 1 631 1 676 2 268 2 804 6 525 6 596 Strike rate % 59% 61% 60% 62% 73% 71% 72% 22
- 23. Brand management Brandsare assigned to a Brand Manager fully responsible for the brand. She will be responsible for short and long term planning, implementation, control and analysis of sales and promotions. Brand Annual plans are set up Manager continuously revised if needed. Regional manager supports the brand manager with product information, while brand manager supplies all information on sales so decisions can be made much easier! 23
- 24. Logistic department Ourlogistic department daily tasks are managing and controlling stock level and maintain cost-efficient supply chain based on forecast data from sales Raw material and finished goods stock-level optimization Warehouse in and out delivery schedule management Weekly order management Constructive cooperation with co-departments ie. forecast procedure and export goal figures management 24
- 25. Logistics Centers Boy Logistics DunaPro’spartner to support reliable, cost effective logistics •perfect location (M1-M7-M0 junction) • modern design (built 2003-2004) • unique internal heights (14.3 m) •„one stop” concept (wide service portfolio) 68,000 m2 MASPED •Bacardi warehouse historically •Located near the city center •Both tax free and tax cleared warehouse 25
- 26. Financial data andCorporate Structure Yearly 11 billion HUF DunaPro group is a Holding company that fully owns each subsidiary to efficiently manage the business under specific units. DunaPro Holding Zrt. DunaPro DunaPro DunaPro DunaPro DunaChem DunaSweet Clean Work Business Drink 26
- 27. Summary Experience –Over 18 years on Hungarian Market Direct selling – 8000 direct visits = control on shop level. Direct delivery – shop level, regional logistic centers, central warehouse. Direct contact with approx. 1200 relevant key premium on-trade outlets Coverage of all Modern trade, Domestic Chains, Independent shops and Wholesalers. Preserved in-depth Horeca knowledge and expertise Visibility on shop level will secure top SKU’s and listed items. Strong influence and experience on Non-Food, Food and Alcohol segments in Hungary Marketing and promotional strategy to strategically benefit brand Solid financial background Transparency Flexibility Culture and values 27