An Introduction & Overview – Kayla Distribution · the FMCG & Automotive industries ... • All...

Kayla Presentation

2

Kayla Group Overview

Sales & Trade Marketing Capabilities

Logistics & Operational Capabilities

Heritage

• Sedighe Gerami is part of a well-known and reputable family

business (as shareholder) known as Gerami Holding: leading

the FMCG & Automotive industries

• The Group’s co-founders were amongst the pioneers of

introducing retail distribution in Iran, by establishing one of the

first nationwide distribution networks for Golestan Co. in 1988

• In 1997, they left Golestan to establish Kayla with the purpose

of focusing on nationwide sales to retail, marketing and

distribution of FMCG products. Through understanding the

power & importance of brand building Kayla grew exponentially

Today the group has an annual turnover of $240M, 1,500

employees, more than 30 distribution centers, above 150

delivery trucks, 40,000 sqm warehouse space, and direct sales

to more than 60,000 outlets across the country

Yahya Shafiei has recently established one of the largest on-

line grocery stores in Tehran

3

Vision, Mission & Values

4

Our Vision: To be the Employer & Distributor of choice, representing top end Local &

Multi-National Brands

Our Mission:To be seen as a trusted partner, through demonstrating our values, our

flexible & efficient operations and multi-national standard customer service

Our Values:Honesty & Integrity

Transparency

Accountability

Passion & Sense of Ownership

Talent Development

The Group’s Structure

5

Agency &

Representation

Registration/import

services for

multinational

companies

FMCG

Sales &

Distribution

Nation-

wide

Distributi

on in

FMCG

Pharmaceutical

Sales &

Distribution

Nationwide

distribution and

marketing of

pharmaceuticals

Gardooneh Kayla Elite DarouMZP

Kayla Group Holding

FMCG

Distributi

on in

Tehran &

Alborz

HORECA Sales &

Distribution

FMCG Distribution

to Hotel, Restaurant,

and Cafés in main

cities

Saman Soor

Our History & Today Celebrating our 20th Birthday

1997-2006

Establishment of many of today’s largest local FMCG brands through direct sales and distribution.

2007-2011

Start of Multinational experience with Launch and introduction of large multinational brands in Iran

2011-2018

Expansion of the business to grow to be one of the top major distribution companies of the country with a diverse basket offering new service levels both in sales and logistics

Kayla has developed in three phases over the course of 20 years to become full service

sales and logistics distribution.

Our Specialty

Our Focus

Our Competitive Advantage

Our People

• FMCG Distribution Company (A to Z)

• Sales & Trade Marketing

• Logistics & Distribution

• Import Management• Food & Beverages

• Home, Beauty & Personal Care

• Pharmaceuticals

• Medical Devices

• Strong financial positioning

• Honesty and Transparency

• Significant track record of launching and growing

local & international brands nationwide

• Minimum 15 years of experience working with

multinationals

• Our loyal & trustworthy people

• State of The Art Infrastructure (Logistics & IT)

• Highly skilled & experienced

• Highly Educated

• Diverse backgrounds

Our Focus & Core Competency

•Owns the product

•Managed and led by production team

Production Driven

•Commodity goods

•Large and inefficient•Traditional trade (wholesales) •High volume , high turnover

Large Public –Semi Private

•Young (less than20 years)

•Imported international brands•Lean & Technology driven•Brand builders (retail focus)

Small / Medium Private

Distribution

Distribution Companies in Iran

Continuous Strive for Excellence

ERP for Excellence InfrastructureStrategic Growth &

Transformation Management

9

• Over $ 1m Investment

• Business Processes and IT infrastructure is

a differentiation factor

Ongoing project with Headroom Consulting

to strategically plan, manage & execute

growth and transformation plans

10




Kayla Scope of Business in a Nut Shell

Annual turnover 450 BT

Average of 30% YoY growth since 2010

570 Employees (all on Kayla payroll)

11

Growth 17% 55% 36% 12% 10% 10% 67%

81 95

147

200 223

245 270

450

1390 1391 1392 1393 1394 1395 1396 1397

Annual Sales (BT)


12

Countrywide

Coverage

• 15 Sales Offices

• 12 warehouse

• Covering 6 Major provinces and 7 others

• 75 Delivery Trucks

• 52,000 retail stores

• All Modern trade, local chain stores, and discount stores

• Wholesales and coops

• Sub-Distributors (indirect sales) via distribution centers

Direct Coverage

Office

Indirect Coverage

Tehran

Alborz

Shiraz

Isfahan

Mashhad

Tabriz

Oroomieh

Rasht

Amol

Gorgan

Birjand

Qazvin

Yazd

Bojnord

Countrywide

coverage

Branches Monthly Avg. YTD Sales (MT)Modern

Trade14%

Retail42%Sub-

Distributors12%

Wholesale32%

15

,70

5

7,8

95

1,5

77

1,5

76

1,5

60

1,3

76

1,3

06

1,2

67

97

5

88

6

80

4

60

8

60

0

50

1

THR MSH QZN ISF SHRZ AWZ TBZ BRJ RSHT ORM BJN AML YZD GRG


14

Today’s Kayla Portfolio of Suppliers

Food

• Tuna Fish

• Muesli

• Pasta

• Oil

• Tomato Sauce

• Biscuit

• Gum

• Honey

• Jam

• Sweet Jelly

• Candy

Beverage

• Coffee

• Juice

• Syrup

• Non-alc. bear

BPC

• Health Care

• Home Care

• Beauty Care

3PL

• Home Care

• Health Care

• Coffee

• Biscuit

Beauty and personal Car Basket Progress

15

M02 M03 M04 M05 M06 M07

Series1 1% 3% 12% 29% 33% 37%

1% 3

%

12

%

29% 3

3% 3

7%

BPC LINE PROGRESS IN 6 MONTHS

Sales & Distribution

16

Diversified Services

• Direct sales to retail stores

• Fully automated RTM strategy

• 48 hr delivery

• Sales team Supported by trade

marketing execution

• Flexible approaches to our client’s will

• Distribution only

• Warehousing only

• Providing office space

• Utilizing Kayla’s infrastructure to benefit all

• Fully automated Warehouse and Fleet Management system

• Market analysis to have more insight and manage sales

• Complete alignment with suppliers on managing Trade budget

• Equipped with trained capable team to execute supplier ’s trade marketing activities

• Using updated and online sales management systems

• Able to set appropriate KPIs for sales team

3rd Party LogisticsTrade Marketing

Sales Planning & Trade Marketing Competencies

17

Sales Planning

&

Product Management

Trade Marketing

&

Merchandising

Brand Building &

Campaigns

Sales Planning & Product Management

• RTM planning

• Annual & Monthly target setting

• Setting & monitoring KPIs` aligned with principle’s

strategies

• Defining overall sales strategies

• Providing analytical reports based on Categories

and SKUs

• Product and channel growth optimization strategies

• Team development

Trade Marketing & Merchandising Activities

• Execute trade marketing plans defined by principles

• Implementing innovative SFI projects

• Designing and monitoring customer loyalty programs i.e.

VIP Club, etc.

• Providing and managing merchandising services as per

suppliers’ request

20

Milka

Branding

&

Displays

Shana Familia & Tanish

Brand Building & Campaigns

21

In-Market Activation


22

Tohfe Familia

In Store Execution - Modern Trade


23

In Store Execution - General Trade


Brand Building & Campaigns – Previous Years

Brand Building & Campaigns – Winter 96

26




Modern Trade 3PL

Hybrid Sales

3rd Party Logistics

(3PL)Warehousing

Diversified Third Party Logistics Services

3rd Party Logistics

3rd Party Logistics Services

Distribution of more than 8,000 MT

per month in more than 3,000 POS

Hybrid sales

Sales 22,500 MT per month, 85 CBDs ,

40 vehicle, 13,000 POS

Modern Trade 3PL

Hyper Star (14)

Hyper Me (15)

Hyper Family (4)

Hyper Sun (2)

All in All (1)

Sharvand (33)

ETKA (440)

Refah (230)

Sepah (7)

Canbo (470)

Dey Mart, Palladium

• 10 Sales

Representative

• 140

Merchandisers

and Promoters

• In all 12 DC

• Using our fleet

capacity

• Dedicated 6

vehicle in

Tehran

Hyper

Super Market

Discount Store

Key Account

Warehousing and Our Storage Practices

Mashhad WarehouseTehran Warehouse Shiraz Warehouse

4200 sqm racked warehousing

area

3200 pallet positions capacity

Equipped with forklift, reach

track, stacker, pallet stretcher

2300 sqm racked

warehousing area

2200 pallet positions

capacity

Equipped with forklift and

reach track

1000 sqm racked

warehousing area


capacity

Equipped with reach

track

Isfahan Warehouse

880 sqm warehousing

area


capacity

Distribution

Entity

Our Internal Infrastructure for 3rd Party Logistics Services

Sales Person

Kayla Android Software

Kayla Web-Based ERP

Kayla Servers

Pick and Pack

Distribution

Kayla Distribution PlanningBased on pre-defined distribution schedule

OR

Collection Based on Pre-defined/Approved

Payment Terms

Collection Based on Pre-defined/Approved

Payment Terms

Open Invoices Collection


Electronic Data Interchange (EDI)


Service

Buyer’s

Invoice

Service Buyer’s

Inventory in Kayla’s

Warehouse

OR

Service Buyer’s ERP

Service

buyer

Periodic Settlement

Distribution

Entity

Sales Person

Kayla Android Software

Kayla Web-Based ERP

Kayla Servers

Pick and Pack

Distribution

OR





Service

Buyer’s

Invoice

Manual Data Entry

OR

Service Buyer’s

Inventory in Kayla’s

Warehouse

OR

Service Buyer’s ERP

Service

buyer

Kayla Distribution PlanningBased on Key Accounts required schedule

Our Internal Infrastructure for Modern Trade 3PL

Web-based ERP system

Inventory Management

Distribution

GPS, Routing and Scheduling

PDA-based order delivery

Finance, Fixed Assets,

Procurement

Business intelligence (BI) system:

QlikView

Sales analyses

Customer behavior analyses

Inventory and collection metrics

Delivery cycle

Reverse logistics with reasons

Documented Sales and

logistics procedures and

instructions

Periodic QMS audits

Our Systems and Processes

34

Why Kayla?

We have the experience

We have the flexibility and agility

We are transparent

We have the focus and structure

We have the people

We learn from our principle, and we demonstrate the definition of excellence and

what they should expect form their distributor/partner

We have started our investment plans for “personal care line” in Tehran and 5

main cities,

Thanks for Listening

Q&A

October 2018

An Introduction & Overview – Kayla Distribution · the FMCG & Automotive industries ... • All...

Documents

Transcript of An Introduction & Overview – Kayla Distribution · the FMCG & Automotive industries ... • All...