Companys history 1994 – 2000 – development of two directions in the distribution of consumers...
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Company’s historyCompany’s history
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.
1994 1994 The company was found in 1994 as the distribution-logistic company selling
wide range of food and tobacco products.
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.
Company’s historyCompany’s history
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).
AchievementsAchievements
AchievementsAchievements
11Separate sales division (HoReCa) makes sales to restaurants, bars,
hotels and other on-premise outlets 22We work in regions through local sub-distributors and by completing direct
sales.Each sub-distributor has its own logistic system and stocks controlled by
our managers.
33There are more than 300 employees in our company today. All key employees
participate in trainings aimed to improve their level of competence. 44
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.
Our objectivesOur objectives in HoReCa segmentin 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 of development;
Further extension of coffee house chain «Amato»;
Further development of our private label «Amato» (“TORREFAZION MUSETTI S.R.L.”, Italy);
2008 – 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 HoReCa partnersOur HoReCa partners
ООО «Unilever СНГ»: тм «Lipton», тм «Calve»
MJF Group: тм «DILMAH», тм «t-series»
ООО «ORIMI TRADE»: тм «Greenfield»
«Cykoria S.A.»: spices, seasonings «Cykoria»
ООО «METR»: spices, seasonings
Nat Food S.R.L.: chocolate, syrup, confectionary, branded materials
Torrefazione Musetti S.R.L. TM «Musetti»
Private label «Amato»: TM «Amato»
Confectionary house of Alexander Seleznyoff in Moscow: cakes Seleznyoff
Delifrance S.A.: French frozen bakery
Kikkoman Corporation: soy sauce Kikkoman
Tabasco S.A.: spice sauce Tabasco
HUHTAMAKI: disposable plates and dishes HUHTAMAKI
LA MARZOCCO S.R.L.: coffee machines (Italy)
Bunn-O-Matic Corporation: coffee machines
OurOur HoReCa partnersHoReCa partners
Sales overviewSales overview
33%
39%
10%
6%
6%3% 3%
Tea CoffeeDesserts Chocolate«Knorr», «Calve» Spices and seasonings«Huhtamaki»
«Avalontorg» sales volume split:
Tea – 33%
Coffee – 39%
Desserts – 10%
Chocolate – 6%
«Knorr», «Calve» - 6%
Spices and seasonings – 3%
«Huhtamaki» – 3%
Market overviewMarket overviewHoReCa Minsk and regions. Tea
Last year due to strong focus on regions we significantly improved our distribution there (19%). Our efforts were directed on customers’ base enlargement, extension of our portfolio and growth of overall turnover. Thus we improve our presence in Horeca segment on a permanent basis.
Our market share in tea horeca segment in Minsk – 35%, in regions – 26%
35%26%
Avalontorg market share in HoReCa segment. Tea
Tea market share Minsk
Tea market share Regions
Market overviewMarket overview
HoReCa Minsk and Regions. Coffee
Average market share in coffee segment in Minsk – 25%, in regions – 13%.
25%
13%
Avalontorg market share in HoReCa segment. Coffee
Coffee market share Minsk
Coffee market share Regions
«Belarosinter» («Planeta soushi», «Moka-Loka», «Ispansky kutok», «Pechki-Lavochki», «il patio», «Fridis»);
Coffee house chain «Amato»; «Tifani» («Planeta Pizza», beer restaurant «0,5», «Gurman», fast food chain
«Maxibis», «Teatro»); Coffee house chain «CoffeeBerry»; Fast food restaurant «Lido»; «Territory», «Sem’ komnat», «Poyushie fontany»; «Triple» («rakovsky brovar», «Salodky fal’varok», «Overtime»,
Ski resort «Logoisk»); Ski resort «Silichi»; Night clubs: «Izum», «Sphera», «Belaya vezha»,
«Princess Casino», «Dankoff club»; Solimart international («Byblos», «Amazonka»); Restaurant «Renessans», Cafe «Freski»; Hotels: «Planeta», «Viktoria», «Evropa»,
«Minsk-tourist», «Jubileyny», «Belarus’», «Orbita»; «ДорОрс belorussian railway».
Our Minsk customersOur Minsk customers::
Restaurants. Minsk.Total number – 91. avalontorg – 32 (35%)
91
32
Restaraunts total AvalontorgRestaurants. Minsk.
Total number of seats - 10012. avalontorg – 3103 (31%)
Cafes. Cafe-pizza places. Minsk.Total number – 281. Avalontorg – 102 (36%)
Cafes. Cafe-pizza places. Minsk.Total number of seats – 15503. Avalontorg – 6201 (40%)
Market overview, MinskMarket overview, Minsk
10012
3103
Total seats Avalontorg
281
102
Total number Avalontorg
HoReCa market analysis MinskTotal number of customers / number covered by «Avalontorg»
15503
6201
Total seats Avalontorg
Cafeteria and bars, summer cafes (3-rd category).Total number – 252. Avalontorg – 152 (28%)
525
152
Total number Avalontorg
Total seats HoReCa Minsk
12510
3439
Total seats Avalontorg
38025
12743
Total seats Avalontorg
Cafeterias and bars, summer cafes (3-rd category).Total seats – 12510. Avalontorg – 3439 (27%)
The government policy of Ministry of Trade is aimed to increase number of seats by 57-65% on the whole territory of Republic of Belarus.
There are 897 HoReCa places in Minsk, with total number of seats 38 025, 286 of Horeca places (32%) and 12 743 seats (34%) covered by Avalontorg.
HoReCa market analysis MinskTotal number of customers /customers covered by «Avalontorg»
Market overview, MinskMarket overview, Minsk
Hotels: «Gomeltourist» (Gomel), «Luchesa» (Vitebsk), «Semashko» (Grodno), «Vesta» (Brest);
Entertainment places: «Metro» (Mogilev, Grodno), «Plaza» (Gomel), «Matrix» (Brest);
Cafe «Krez» (Brest), Coffee house «Davinchi» (Mogilev), Restaurant «Anfilada» (Grodno), bar «Pub house» (Brest), Brest cinema theatre «Belarus», restaurant «Station one» (Gomel).
Our customers in regionsOur customers in regions
We sell in regions through our local sub-distributor and through direct sales of our Horeca department. The delivery to regions is done 3 times per
week which allows to keep necessary stock of products in outlets.
Restaurants. Regions.Total number – 12. Avalontorg – 4 (33%)
12
4
Total restaurants AvalontorgRestaurants. Regions.
Number of seats - 420. Avalontorg – 158 (38%)
Cafes. Pizza places. Regions.Total number – 106. Avalontorg – 39 (36%)
Cafes. Pizza places. Regions.Total number of seats – 3 815. Avalontorg – 1 374 (36%)
420
158
Total seats Avalontorg
109
39
Total number Avalontorg
HoReCa analysis. regions.Total number of customers / customers covered by «Avalonotorg»
Regions (only regions’ centres)
3815
1374
Total seats Avalontorg
Market overview, regionsMarket overview, regions
Cafeterias and bars, summer cafes (3-rd category).Total number – 435. Avalontorg – 97 (22%)
435
97
Total number Avalontorg
Total seats number HoReCa, regions
15225
3880
Total number of seats Avalontorg
19460
5412
Total number of seats Av alontorg
Cafeterias and bars, summer cafes (3-rd category).
Total number of seats – 15225. Avalontorg – 3880 (26%)
There are 556 HoReCa places in regions, with total number of seats 19 460. 140 Horeca places (25%) and 5 412 seats (28%) are covered by «Avalontorg».
HoReCa analysis. Regions.Total number of customers /customers covered by «Avalontorg»
Regions (only regions’ centres)
Market overvies in regionsMarket overvies in regions
The network of cafes AMATO COFFEEThe network of cafes AMATO COFFEE
The network of cafes Amato coffee is a new kind of establishments where a visitor can spend his or her time in cosy atmosphere drinking a cup of coffee. Besides, while being in a hurry to the work he or she can buy some coffee in a disposable cup or can buy some weighted coffee in order to prepare it at home. Today we can make a comparison of our network with the similar one - American network of cafes Starbucks.
The peculiarity of cafes Amato coffee is the individual impressive interior, combining the modern shapes with the bright expression of retro trace.
Avalontorg structureAvalontorg structure
General Manager
EMG logisticsLegal
departmentEMG
marketing
Regionalsales
department
EMG development
Finance department
EMG administrative
Salesdepartment
IT department
HR department
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HoReCa department structureHoReCa department structure
EMG Marketing
Technologist
Technologist
Technologist
Developmentsector
Dev
elo
pm
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spec
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MD
MD
Sales - Minsk
MD
MD
MD
MD
Sales - regions
MD
MD
Driver
Driver
Driver
Delivery
Driver
Driver
Driver
Tec. service Horeca specialist
HoReCa department Marketing department
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.
Key work principleKey work principle
StorageStorage
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 Storage
The product placement system is done in a way to minimize risk of smell transfer to products. Spilled or droped 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.
FleetFleet
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.
Республика БеларусьМинская обл., Минский р-н, 3-ий км МКАД, склад для храненияпродуктов 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
ContactsContacts
