Driving Innovative Growth

Driving Innovative GrowthJanuary 2014

Ajjawi Business Presentation 2013

*| * |ContentsCountry BackgroundMarket BackgroundAbout AjjawiAjjawi Sales PhilosophyAjjawi Business Presentation 2013


*| * |WelcomeAjjawi & RB / Aug. 2011*| * |Ajjawi Business Presentation 2013


*| * |DisclaimerAll information contained in this presentation are considered deemed confidential. No part of this presentation is allowed to be used, transferred or copied by any mean to any other person or entity other than those who are directly related to it, without the prior written consent and approval of Ajjawi. Furthermore; this business presentation contains proprietary information including; trade secrets, vital data and sensitive details. The unauthorized disclosure of it may cause damage and harm to its owners, and hence it should be treated with strict confidentiality. Ajjawi Business Presentation 2013


*| * |Safe Harbor StatementAlthough statistical data, market information & business environment details are based on current information and the official sources it was taken from, it is believed to be accurate and correct at the time of its preparation. Ajjawi assumes no responsibility or liability for the changes that may occur to the data and relative statistics provided due to the ongoing market changes and the effect of both political and economical situations on it.

This business presentation may be exposed to varying degrees of risks and uncertainties related to other factors including; competitive pricing, consumption or usage levels, physical risks, legislative, fiscal, tax and regulatory developments, economical, political and social conditions within the Palestinian Territories.

All of these risks, in addition to others, may materially effect this presentation and should be taken into consideration as such. Ajjawi Business Presentation 2013


*| * |Country BackgroundCountry BackgroundAjjawi Business Presentation 2013


*Ajjawi Business Presentation 2013| * |Country BackgroundCountry BackgroundPalestine

Located on the Western edge of the Asian Continent and the Eastern extremity of the Mediterranean Sea. Palestinian Territories have two definitions: Legal & Political.Legally; Palestinian Territories are that part of Palestine which been annexed by Israeli after 1967 war.Politically; Palestinian Territories are that part handed over to PLO to establish The Palestinian Authority after the Oslo Agreements.

Country BackgroundMarket BackgroundAbout Ajjawi Ajjawi Sales Philosophy


*Ajjawi Business Presentation 2013| * |Country BackgroundCountry BackgroundPalestinian Territories is Divided into:

Area A: The PNA exercises full autonomy.Area B: Palestinian jurisdiction is limited , security is handled by the Israelis. Area C: Full Israeli control.



*Ajjawi Business Presentation 2013| * |Country BackgroundCountry Background


Selected Indicators 2010IndicatorWest BankGaza StripPalestinian TerritoriesTotal Area (Km2)5,655.0365.06,020.0Population Density (Capita / KM2)4504,279682Natural Increase Rate, Mid Year2.73.32.9Sex Ratio103.1103.1103.1Crude Birth Rate30.137.132.8Crude Death Rate4.24.04.1Population < 15 Years (%)39.444.441.3Population > 65 Years (%)3.32.43.0Average Household Size5.66.35.8Average Housing Density1.51.81.6Median Age16.5 Years


*Ajjawi Business Presentation 2013| * |Country BackgroundCountry BackgroundPalestinianDemographicFeatures2010





Palestinian Population By Sex & RegionEnd of 2010RegionMalesFemalesBoth SexesPalestinian Territories2,085,9962,022.6354,108,631West Bank1,293,1461,253,5792,546,725Gaza Strip792,850769,0561,561,906


*Ajjawi Business Presentation 2013| * |Country BackgroundCountry BackgroundPopulation Pyramid67% of The Palestinian Population is below 29 Years.





National AccountsFY 2009IndicatorPalestinian TerritoriesWest BankGaza StripGDP (US $ Million)5,241.34,071.51,169.8GDP / Capita (US $)1,415.71,837.8786.8GNI (US $ Million)5,716.74,467.21,249.5GNI / Capita (US $)1,544.12,016.4840.4GDI (US Million)7,682.65,643.72,038.9GDI / Capita (US $)2,075.12,547.51,084.7Final Consumption Expenditure (US $ Million)6,696.45,083.71,612.7Total Value of Exports (US $ Million)518.0518.00.0Total Value of Imports(US $ Million)3,600.03,327.0273.0


*Ajjawi Business Presentation 2013| * |Country BackgroundCountry BackgroundPercentage Contribution to GDP by Economic Activity In The Palestinian Territory for the Year 2010 at Constant Prices, (2004 is the Base Year)



*Ajjawi Business Presentation 2013| * |Country BackgroundCountry BackgroundLiving Standards & Humanitarian Aid (2010)

% of households below poverty line: 51.5%.Number of individuals below poverty line: 2,095,437% of households that lost more than half of their income during Al Aqsa Intifada: 51.6%.% of households that indicated their need for assistance: 67.0%.Average monthly per capita expenditure in The Palestinian Territories (US $): 128.0Average number of rooms in housing units: 3.3Average number of persons / room (housing density): 1.8



*Ajjawi Business Presentation 2013| * |Country BackgroundCountry BackgroundInformation & Communication Technology (06)

Availability of TV sets: 95.3%.Availability of satellite dish for households having TV sets: 80.4%.Availability of PC at home: 32.9%.Availability of internet at home: 15.9%.Persons (10 years and above) who have access to the internet: 26.4%.Persons (10 years and above) who use computers: 50.9%.% of households who have a mobile phone: 81.0%.% of households who have a telephone line: 50.8%.% of households who view Palestine TV: 29.9%.



*Ajjawi Business Presentation 2013| * |Country BackgroundCountry BackgroundMass Media


20052006200720082009


*Ajjawi Business Presentation 2013| * |Country BackgroundCountry BackgroundAvailable Media in Palestine

Bill Boards Local Radio Stations News papersMagazines Internet TV Digital Signage Taxi and Bus Media



*Ajjawi Business Presentation 2013| * |Country BackgroundCountry BackgroundCulture


20052006200720082009


*Ajjawi Business Presentation 2013| * |Country BackgroundCountry BackgroundLegal StructureThe Legal framework in Palestine is sourced from many origins. It is a pool of laws that had been accumulated with time depending on the regime that governed Palestine.

Sources Of LawsThe Old Ottoman Civil Law Al Magella.British Decrees carrying the force of law, imposed by the British Mandate over Palestine.Jordan applied its own laws during the annexation of the West Bank after 1948.



*Ajjawi Business Presentation 2013| * |Country BackgroundCountry BackgroundSources Of Laws ContinuedEgyptian regulations and laws deemed necessary for the Egyptians during their administration of the Gaza Strip.Israeli military orders (Laws& regulations) during their occupation of the West Bank & Gaza Strip.Palestinian Authority legal framework is still a matrix of all a/m laws & regulations and the agreements signed with the Israelis.Currently some new basic laws & regulations had been passed by PLC while a high profile Technical Committee supported with International Legal Experts are preparing a modern Palestinian Constitution.



*| * |Market BackgroundMarket BackgroundAjjawi Business Presentation 2013


*| * |Market BackgroundMarket BackgroundAjjawi Business Presentation 2013The Palestinian Market is characterized of being endowed with poor financial resources.

The Palestinian retail market is an unorganized market. Small groceries and kiosks dominate the total number of existing retail outlets. Some mini markets and very few big supermarkets are available in main cities only. Recently some hypermarkets are witnessed in the three major cities; Ramallah, Nablus and Hebron.



*| * |Market BackgroundMarket BackgroundAjjawi Business Presentation 2013The Palestinian situation had created unique market features; many of the Palestinian working in Israel had gained the buying habits and trends that are dominant in Israel, while those who lived in Diaspora or had been educated in other parts of the world brought back with them the life styles, buying habits and trends that were gained from their relative markets.

Furthermore, the different levels of income among Palestinians (from very poor to very rich) created a potential for very low priced items to the high expensive premium alternatives.



*| * |Market BackgroundMarket BackgroundAjjawi Business Presentation 2013The deterioration of economic conditions in the Palestinian Territory can be attributed to three factors:The continuation of Israeli practices and measures against Palestinians, such as withholding PNA's VAT and customs transfers (estimated at US$600 million/month). Overall, the Israeli measures against the Palestinian people have deprived the Palestinian people of more than 60% of their government's budget.The Declaration of the Palestinian State in September and USA threats to stop the financial support to the PNA.The failure of the Palestinian factions, in reaching a political accord in order to set the national political agenda to overcome the current economic crisis.



*| * |Market BackgroundMarket BackgroundAjjawi Business Presentation 2013Such deterioration in economic activity produces certain classical features such as;High unemployment and poverty rates that threaten the social fabric of the country.Distortions in the economic structure towards an increase in the economic activities that cater to basic needs. These economies suffer from structural changes in the industrial base towards the production of low-value low-wage manufacturing.The mobility of many workers from the formal sector into the informal sector.Widening income and consumption gaps in favor of the rich and wealthy accompanied by an increase in the marginalization of the poor.



*| * |Market BackgroundMarket BackgroundAjjawi Business Presentation 2013Market SegmentationLike any other market, the Palestinian market is divided into very clear subgroups that possess similar characteristics. These sub groups (segments) can include elements such as:Usage: Heavy vs. lightDemographics: Age, sex, marital status, income, educational status.Geography: Regional, national, international, rural, urban, camp.Psychographics: attitudes, beliefs, perceptions, preferences, etc.Benefits: What is in it for me? How does it improve my life?



*| * |Market BackgroundMarket BackgroundAjjawi Business Presentation 2013Market Volume

PALESTINIAN CENTRAL BUREAU OF STATISTICS ESTIMATES THE ANNUAL CONSUMPTION AND EXPENDITURE ON HOUSEHOLD AND PERSONAL CARE ITEMS (2009) IN THE WEST BANK TO BE:

HOME CARE PRODUCTS: 82,000,000.00 US$PERSONAL CARE PRODUCTS: 153,000,000.00US$FOOD PRODUCTS: 350,000,000.00US$



*| * |Market BackgroundMarket BackgroundAjjawi Business Presentation 2013Distribution ChannelsDepending on the size, type, location and economical justification of the retail outlet, many distribution channels exists in Palestine;Direct retail (Super markets, groceries,& Kiosks)Wholesalers & semi wholesalers.Remote or far-to-reach POS at villages and surrounding rural areas.Pharmacies & Drug Stores.Limited function distributors.Sales force.Etc...



*| * |Market BackgroundMarket BackgroundAjjawi Business Presentation 2013Points of Sale


NO. OF ESTABLISHMENTS IN OPERATION BY MAIN ECONOMIC ACTIVITYISICECONOMIC ACTIVITYTOTAL5211RETAIL SALES IN STORES WITH FOOD15,8775220RETAIL SALES OF FOOD IN SPECIALIZED STORES6,1135231RETAIL SALES OF PHARMACEUTICALS GOODS & COSMETICS1,578


*| * |Market BackgroundMarket BackgroundAjjawi Business Presentation 2013Points of Sale Classification


POINTS OF SALE CLASSIFICATIONSCLASSIFICATION%QUANTITY (1Strategic & key Accounts

*| * |Market BackgroundMarket BackgroundAjjawi Business Presentation 2013Retail Outlets Per Governorate


MAJOR RETAIL OUTLET PER GOVERNORATEGovernorateInhabitantsRETAIL OUTLETSWest Bank2,546,7256,214Gaza Strip1,561,9062,122Total Palestinian Territories4,108,6318,336


*| * |Market BackgroundMarket BackgroundAjjawi Business Presentation 2013Competition

Ajjawi Believes in vigorous yet fair competition and supports efforts to create a more open competitive environment. More than ever before, it is vital to convince and inspire consumers. That is what we do by listening to them; identifying their wishes and needs and translating it into quality products that reply to their appeals, wishes and needs while launched in the market with reasonable price structures.



*| * |Market BackgroundMarket BackgroundAjjawi Business Presentation 2013Competition

Competing companies can be classified into:Local manufacturers.International suppliers.Regional suppliers ( Israel, Jordan UAE, SA, Etc..).Gray Markets.Bag Merchants.



*| * |About AjjawiAbout AjjawiAjjawi Business Presentation 2013


| * |About AjjawiAbout AjjawiCompany Fact Sheet

Established in early Seventies of the last Century (1970).Ajjawi is a specialized & dedicated professional operation concentrating its activities on ; Food & FMCGsHome and Personal care Products.Agri BusinessAutomotiveReal Estate & ServicesWe built our reputation and professionalism through hard work, long years of dedication and adherence to innovation and creativity.*| * |Ajjawi Business Presentation 2013



| * |About AjjawiAbout Ajjawi*| * |Ajjawi Business Presentation 2013Company Fact Sheet

We are bringing our wealth of knowledge and expertise to the service of our customers and consumers a truly local multinational operations.Our deep roots in our culture and market give us our strong relationships with our customers and consumers and are the foundation of our future growth.Our Long term success requires a total commitment to exceptional standards of performance and productivity, to working together effectively, and to a willingness to embrace new ideas and learn continuously.



| * |About AjjawiAbout Ajjawi*| * |Ajjawi Business Presentation 2013VisionTo be the Palestinian preferred supplier of essential and value-added products and services for everyone, everywhere and every day that make peoples lives healthier, happier, and more enjoyable.

Mission StatementAjjawi is a leading enterprise devoted to providing Palestinian customers & consumers essential products & services that improve the quality of everyday life. We are determent to achieve success in our investments & business, always adhere to the strictest ethical and world class standards. We place high priority in investing in our people & in serving our communities.



| * |About AjjawiAbout Ajjawi*| * |Ajjawi Business Presentation 2013Ajjawis Main Responsibilities

Economic - Be profitable.Legal - Obey the law.Ethical - Do what is right.Discretionary - Contribute to community and quality of life.



| * |About AjjawiAbout Ajjawi*| * |Ajjawi Business Presentation 2013Strategic Objectives

To maintain Ajjawis leading position as SUPPLIERS OF CHOICE in the Palestinian Market.Build superior consumer Brand Value by delivering the right bundle of consumer benefits at the right price compared to the competition.Build shopper demand through superior customer collaboration by enhancing the relationships we have with our trade partners to achieve success with consumers.Develop our product portfolio to better align with key consumer and customer trends, and the fastest-growing channels and demographic groups.



| * |About AjjawiAbout Ajjawi*| * |Ajjawi Business Presentation 2013Strategic Objectives

To sustain and develop our marketing, sales, services and support to unbeatable levels with the highest customers & consumers satisfaction measures.Develop existing infrastructure through the use of advanced information and communication technologies, more advanced infrastructures and better business vehicles.Drive out costs and assets by creating a leaner cost structure and make better use of our assets to generate savings we can reinvest in brand building.



| * |About AjjawiAbout Ajjawi*| * |Ajjawi Business Presentation 2013Distribution Areas

Distribution areas are geographically separated into the following zones taking into consideration the existing geopolitical complications, ease of goods delivery and customers service standards:Northern Zone; (Nablus, Jenin, Tulkarem & Salfit Governorates)Central Zone; (Ramallah & Al Bireh, Jericho and Jerusalem Governorates).Southern Zone; (Bethlehem & Hebron Governorates).Gaza Strip.Palestinian Market within Israel



| * |About AjjawiAbout Ajjawi*| * |Ajjawi Business Presentation 2013Company Fact Sheet

Manpower:Sales force: 10Merchandisers: 02Logistics & Deliveries: 20Admin & Supporting Staff: 10Facilities:Warehouses: 1 (30,000 m3)Operations Offices: o4Trucks & Vans: 06Vehicles: 17



| * |About AjjawiAbout Ajjawi*| * |Ajjawi Business Presentation 2013Competitive & Comparative AdvantagesOur competitive advantages had contributed to our strong historical operating performance excellence and should enable us to capitalize on sustainable long term future growth and opportunitiesMARKETSHARE LEADER.STRONG BRANDS STATE-OF-THE-ART INFRASTRUCTURE & SERVICES DIVERSITY OF SOURCING EXPERIENCED MANAGEMENT TEAM OUR PEOPLE



| * |About AjjawiAbout Ajjawi*| * |Ajjawi Business Presentation 2013Some of Our Brands



| * |About AjjawiAbout Ajjawi*| * |Ajjawi Business Presentation 2013Some of Our International Partners



| * |About AjjawiAbout Ajjawi*| * |Ajjawi Business Presentation 2013Our Products



*Ajjawi Business Presentation 2013| * |About Ajjawi



*| * |Ajjawi Sales PhilosophyAjjawi Sales PhilosophyAjjawi Business Presentation 2013


| * |Ajjawi Sales PhilosophyAjjawi Sales PhilosophyAjjawi Sales Approach

Targets, key accounts, class (A) & (B) POS for direct retail activities.Targets wholesalers and semi-wholesalers for remote/ far to reach and very small POS.Wholesalers will be carefully selected to guarantee best customer service, complete coverage and dedication to our business.Dedicated wholesalers will be assigned to dedicated geographic area, routes and POS.Marketing, promotion, merchandizing, shelving, etc... even for POS that are served by wholesalers and semi-wholesalers.*| * |Ajjawi Business Presentation 2013



| * |Ajjawi Sales PhilosophyAjjawi Sales Philosophy*| * |Ajjawi Business Presentation 2013Ajjawi New Approach

Over One Year

We will turn the Company aroundWe are completely aware of how do itWe laid out the criteria to measure our progressWe stated our ultimate, overriding goal:

Create consistent, sustainable growth in sales & earnings that would take us to the top tier of the local market performers



| * |Ajjawi Sales PhilosophyAjjawi Sales Philosophy*| * |Ajjawi Business Presentation 2013Our Approach

Enhancing brand imageEducating customersProviding product usage and marketing assistanceProviding after-sale service and supportPut an end to chronic sales shortfallsGet our costs under controlImprove our return on our invested capitalAdvanced POSM Points of Sales management System.Re-emphasize sales fundamentals( Availability, Visibility and Accessibility).



| * |Ajjawi Sales PhilosophyAjjawi Sales Philosophy*| * |Ajjawi Business Presentation 2013Our Approach

Driving Innovative Growth Strategies

Manage portfolio to balance growth, margin & cash flow.Invest in brands, innovation, growth initiatives.Expand, versify to reply to market needs & trendsDeliver sustainable cost reduction.Disciplined capital management to improve ROI.



| * |Ajjawi Sales PhilosophyAjjawi Sales Philosophy*| * |Ajjawi Business Presentation 2013Sales Strategies

20/80 sales policies.Pre-order system.Direct retail to key accounts , class A & B+ POS.Wholesalers & Semi Wholesalers operations to cover remote, rural or far to reach POS.Active POS merchandizing & promotion activities.Very aggressive promotions and incentive schemes tailored to every POS.Meaningful efficient marketing and advertising campaigns.



| * |Ajjawi Sales PhilosophyAjjawi Sales Philosophy*| * |Ajjawi Business Presentation 2013Customer & Consumer Focused Operations



| * |Ajjawi Sales PhilosophyAjjawi Sales Philosophy*| * |Ajjawi Business Presentation 2013End Statement

WE BELIEVE THAT WE ARE ONE OF THE BEST BUSINESS PARTNERS IN PALESTINE. YOUR ESTEEMED COMPANY SERVES AND COMPLEMENTS OUR PURPOSES BY BEING OUR STRATEGIC PARTNER WITH PRODUCTS THAT 100% FITS OUR BASKET AND REPLIES TO OUR CONSUMERS AND CUSTOMERS NEEDS.

WE ARE FULLY AWARE OF YOUR PRODUCTS, BRANDS AND ITS BRANDS APEAL. WE MASTER PRODUCTS MARKET OUTREACH AND DISTRIBUTION CHANNELS.WE HAVE THE PROFESSIONALISM AND THE KNOWHOW REQUIRED TO BEST DISTRIBUTE YOUR PRODUCTS IN PALESTINE.



| * |Ajjawi Sales PhilosophyAjjawi Sales Philosophy*| * |Ajjawi Business Presentation 2013End Statement

OUR EXISTING STATE-OF-THE-ART SET-UP AND INFRA STRUCTUREs GUARANTEES A SMOOTH AND SOFT OPERATION AS EASY AS A PRESS OF A BUTTOM.WE CAN GUARANTEE A 100% COVERAGE OF THE PALESTINIAN MARKET AT THE LEAST POSSIBLE COSTS.WE ARE COMMITTED TO A SUSTAINABLE LONG TERM GROWTH.WE FOLLOW INTERNATIONALLY ADOPTED & ACCEPTED ETHICS, BUSINESS PRINCIPLES AND CODES.



| * |Ajjawi Sales PhilosophyAjjawi Sales Philosophy*| * |Ajjawi Business Presentation 2013We Are Committed To;

Delivering, at short-term, Horizontal & vertical expansion.Increase market shares and sales volumes.Investing for sustainable, long-term growth.Building strong capabilities at both sales and administrative levels.



| * |Ajjawi Sales PhilosophyAjjawi Sales Philosophy*| * |Ajjawi Business Presentation 2013

Thank You



Driving Innovative Growth

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Transcript of Driving Innovative Growth

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