Company’s history 1994 – 2000 – development of two directions in the distribution of...
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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;
Further extension of coffee house chain «Amato»;
Further development of our private label «Amato» (“TORREFAZION MUSETTI S.R.L.”, Italy);
2007 – 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.
ООО «Unilever СНГ»:тм «Lipton», тм «Брук Бонд»,тм «Беседа», тм «Knorr», тм «Calve», тм «Rama»
OurOur Retail partnersRetail partners
ООО «ОРИМИ ТРЭЙД»:тм «Принцесса Нури», тм «Принцесса Канди»,тм «Принцесса Гита»,тм «Принцесса Ява»,тм «Greenfield», тм «Tess»,тм «Жокей», тм «Regal»
MJF Group: тм «DILMAH»
ЗАО ДК «АВАЛОН»:тм «Золотая чаша»,тм «Чайная долина»
ООО «Императорский чай»: тм «Императорский»,тм «Чай ОК», тм «Playtea»,тм «Сан Виль»,тм «Tea Break»
Наши партнеры в сегменте Наши партнеры в сегменте RetailRetail
«Петровская Слобода»:тм «Петровская Слобода»
«Cykoria S.A.»:тм «Cykoria», тм «Arrod»
Sucafina S.A.:тм «Ambassador»
Torrefazione Musetti S.R.L.:тм «Musetti»
Kikkoman Corporation:soy sauce Kikkoman
Tabasko S.A.:spice sauce Tabasko
our private coffee label «Amato»(“TORREFAZION MUSETTI S.R.L.”,Italy)
тм «Kaffa» тм «Черная карта»
Basilur Tea Company Ltd.:
чай тм «Basilur»
Sales volumesSales volumes
№ тм BrandStart of sales
Average monthly sales, 1-st month after start of
sales2007 average monthly sales
1 Dilmah 1994 $10,000 $270,000
2 Uniliver 2000 $15,000 $314,000
3 Cycoria 2003 $15,000 $68,100
4 Orimi 1996 $15,000 $875,000
5 Uta 1999 $5,000 $103,000
6 Avalon 2001 $30,000 $206,000
7 P. Sloboda 2003 $10,000 $90,500
8 Musetti 2006 - $20,500
9 Ambassador 2006 - $40,000
Total: $100,000 $1,987,100
Sales volumes (1994-2007)
Sales volumesSales volumes
$196 000
$270 000
$78 500
$103 000
$135 000
$168 000
$7 100 $8 500
$28 100
$40 000
$15 000$20 500
$47 900
$68 100
0
50000
100000
150000
200000
250000
300000
Dilmah Uta Golden bowl Tea valley Ambassador Musetti Cykoria
Sales volumes 2006-2007
2006
2007
Market overviewMarket overview
Minsk. Open markets.
There 19 open markets in Minsk. We sell our products in all 19 open markets. Average shelve space for our products is: Tea – 60%
Coffee – 19%
Average numeric distribution in Minsk open markets - 95%.
Average coffee market share of Avalontorg in Minsk open markets
Other brands 81%
Avalontorg 19%
Average tea market share of Avalontorg in Minsk open markets
Other brands 40%
Avalontorgg 60%
Market overviewMarket overview
Avalontorg distribution in Minsk retail
Not covered 5%
Avalontorg presence 95%
Average tea shelve space occupied by Avalontorg products in Minsk retail
Other brands 50%
Avalontorg 50%
Minsk. Retail.
There are approximately 450 active outlets in Minsk retail.твует около 450 активных торговых точек (магазинов). We sell our products to 95% of outlets.
Category А - 15%, Category B – 25%, Category С – 60%There are also 8 trade chains and 4 hypermarkets in Minsk where we sell our
products.According to calculation of our sales analysts 50% of tea shelve space and
15% coffee shelve space in Minsk retail outlets occupied by brands supplied by Avalontorg.
Market overviesMarket overviesRegions. Retail and Open markets.
Average tea shelve space occupied by Avalontorg products in regions’ outlets – 60%.
Average tea shelve space occupied by Avalontorg products in regions’ outlets – 17%.
Numeric distribution in regions – 85% - 90%
65%
20%
65%
17%
90%
Average tea share(retail)
Average coffe share(retail)
Average tea share (openmarkets)
Average coffee share(open markets)
Numeric distribution inregions
Avalontorg structureAvalontorg structure
General Manager
EMG logisticsLegal
departmentEMG
marketing
Regionalsales
department
EMG development
Finance department
EMG administrative
Salesdepartment
IT department
HR department
Pur
cha
se s
ect
or
Cus
tom
s’ d
ep
artm
ent
Ord
eri
ng
sect
or
Cer
tific
atio
n d
epa
rtm
en
t
War
eh
ous
e
Fle
et d
ep
artm
ent
Acc
ou
ntin
g d
ep
artm
ent
Sec
uri
ty d
ep
art
me
nt
Te
c. d
ep
artm
ent
Con
stru
ctio
n d
epa
rtm
en
t
IT s
pe
cia
list
HR
sp
eci
alis
t
Sec
reta
ry
Ret
ail
Age
nts
’ pro
ject
Who
lesa
le
HoR
eC
a s
ale
s d
ep
art
me
nt
Min
sk
Reg
ion
s
Te
c. s
erv
ice
Reg
ion
al s
ale
s de
pa
rtm
en
t
Min
sk
re
g.
Mo
gil
ev
Vit
eb
sk
Bre
st
Go
me
l Gro
dn
o
Regional branches:
cour
ier
cour
ier
инж
ене
р п
оо
хра
не т
руд
а
Ma
rke
ting
de
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MarketingMarketing
Company also includes marketing department with promo-team.
Department functions:
Retail ProjectRetail Project
Company also includes Minsk
wholesale project which is used to
control pricing and marketing
activities.
• Media planning;• Market analysis;• Launch programs;• PR - campaigns;• Promo activities.
Company’s structureCompany’s structure
Minsk sales manager
Sales manager
MD
MD
MD
MD
Sales supervisor
Merchandiser
Merchandiser
MD
Merchandiser
Merchandiser
Merchandiser
Key accounts supervisor
Wholesale manager
Manager
MD
MD
MD
Unilever
Orimi
Cykoria,P. Sloboda
Bridgetown
Retail - sales Agents’project
Wholesales
Minsk sales department structureMinsk sales department structure
Regional sales department structureRegional sales department structure
Regional sales department
Grodno
MD
Sales supervisor
MD
MD, Lida
merch.
merch.
Orimiteam
Cykoria team
analyst
MD
Sales supervisor
MD
MD
MD, Bobruisk
merch.
Orimi team
Uniliver team
analyst
MD
Sales supervisor
MD
MD
Orimi team
Uniliver team
analyst
MD
MD, Mozyr
MD, Zhlobin
merch.
MD
Sales supervisor
MD
MD
MD, Polock
merch.
Uniliver team
analyst
MD
Sales supervisor
MD
MD
MD, Pinsk
merch.
Orimi team
Cykoriateam
Uniliverteam
analyst
MD, Molodechno
Sales supervisor
MD, Slutsk
MD, Borisov
MD, Baranovichi
Orimi team
Uniliverteam
analyst
Mogilev Gomel Vitebsk Brest Minsk reg.
Assistant
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 dropped 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
