Leversa 2012 by 07XL6Q

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									                Business profile
      Distribution & Marketing Company


                  LEVERSA



“Your sales and marketing department in Latvia”
OUR HISTORY:
•   In the beginning there were 2 distribution companies – “Arlems” and “Vice Versa”.

•    Arlems started its business in 1993 importing the first truck of rapeseed oil Risso
    from Belgium. Today, every fourth bottle of table oil consumed in Latvia is Risso.

•   Vice Versa was also established in 1993 and as a distribution company served
    Latvian food producer “Kok & Co”. As a result “Kok” brand became one of leaders at
    the Latvian ketchup and mayonnaise markets.

•   Leversa has combined the sales & marketing skills of Arlems with the sales &
    logistics expertise of Vice Versa.

•   SIA Leversa was registered in October 2002 by the merger of Arlems and Vice Versa
    Our new name is “LEVERSA” = “ArLEms” + “Vice VERSA”.

•   Since summer 2007 Leversa is owned by 2 Latvian private persons, founders of
    former Arlems.
Overall retail sales turnover with foodproducts 2009 in Latvia compared with 2008 = -20.6%
Overall retail sales turnover with foodproducts 2010 in Latvia compared with 2009 = -5.3%
Overall retail sales turnover with foodproducts 2011 in Latvia compared with 2010 = +1.3%
    OUR HISTORY:
The merger has resulted in successful expansion of the combined businesses,
so that makes Leversa as one of top Latvian distribution companies dealing
with food products - the member of TOP-500 Latvian companies 2009
OUR COLLECTIVE
Most of all we proud about very low personnel rotation in company.
76% of associates (except logistics) work more than 8 years with
us! There are a few who work since 1993.

All staff on all positions, even warehouse workers, drivers and
bookkeepers are individually motivated for better performance
achievement.
Nobody receive just a straight salary.
Everyone works on a principle “the better performance – the higher
compensation”.

We strive to be as a united collective, as a group of people joined by
common interests not in office only but beyond it as well.
                       Structure

                           General Manager




             MARKETING &                     FINANCE
 SALES         SUPPLY           LOGISTICS    SYSTEMS   IT
22 persons        4                22           4      1




We do consider our simple 1-level structure as our
competitive advantage provided quick internal information
flow and responsiveness to any market signals.
BUSINESS STRATEGY:
To  provide    value-added,   marketing-led services for
manufacturers of good quality branded consumer products
wanting to expand their business in Latvia.

We are willing to be as sales & marketing department of
variable cost for our Partners-suppliers.
We provide our Principals with SALES
services:

Sales forces of 22 full time dedicated persons cover the whole country which is divided
into Riga, North and South areas.

Area sales managers supervise over 14 sales representatives who call on retail outlets
and collect orders in their districts.
All regional sales reps are equipped by company’s passenger cars.

Key-account managers present brands and negotiate listings, prices, assortments,
promotions and other conditions with ALL national and regional retail chains.

Management set up sales targets which are easily followed up thanks to the used
information technology - each salesman has handheld computer iPAQ.
Sales reps send orders just received in store from their computers directly to the central
computer system with a help of GPRS.
 SALES STRUCTURE IN RIGA
General
Manager

           Key-
          account
          manager




            Retail
          supervisor   Sales reps                      500+
             Riga                                   independent
                                                       shops



                                       LIDO, Nomeda, Deli,
                                     Vidzemes Maiznica,Lango,
          Sales reps
                                      Anre Juniors, Eurofood,
           HoReCa
                                        Elanders, Grinhols




            Sales                    Open markets
            reps
                                    Wholesale depots
SALES STRUCTURE OUTSIDE RIGA




  The market is completely covered by our sales forces.
       TWO sales forces to strengthen quality

TYPE OF SALES FORCE       SALES CHANNELS                   CONSUMER’S TARGET
                      14 sales reps covering > 2000        Average income per person
                      active customers directly
   MASS-MARKET                                                      “not low”
    STRATEGY          Different sales channels – retail
                      stores, open markets, wholesale

                      4 key-accounts managers covering     Average income per person
                      deliveries to retail chains                 “average+”

     PREMIUM          Strong marketing-oriented
     STRATEGY         approach to support and to develop
                      premium brands




We are able to deal with both – premium and mass-
targeted brands and products
              Export

Wholesalers            Other retailers
We provide our Principals with MARKETING
services:

Leversa in cooperation with external advertising agencies is able to offer to
Principals marketing services from A to Z:

Market Research ( Consumer - Media - Trade ), qualitative /quantitative
Control of legal information on labels
Packaging design
Communication and promotion plans
Media - Production ( TV, Radio, Outdoor) - Media Airing
In-store demonstrations and product tastings
Trade-marketing activities (P.O.P. materials, lotteries, contests, e.t.c.)

Just say us what might you need else!
We provide our Principals with LOGISTICS
services:
Logistics services include import, warehousing and distribution.

Warehouse facilities:
- Location in Riga next to the office premises
- 1900 pallet places for dry groceries
- 100 pallet places for chilled products

We use combined transportation system.
We deliver part of merchandise to customers with our own trucks and
outsource other transport services to third parties providing to Leversa
flexibility and reducing related costs.
Most of used trucks/vans are temperature controlled.

Delivery time in Riga: 24 hours
Delivery time outside Riga: 48 hours
DISTRIBUTION CENTER




The market is fully covered by our logistics services
        We represent local and international brands
  BRAND          CATEGORY                  PRINCIPAL                     BRIEFLY ABOUT …
                                                                      Branding is well working even in
               Bottled edible oils   Cargill Oil Packers, Belgium
                                                                    that category. Risso=market leader
                  Mayonnaise,                                        Strong local brand. Production is
               ketchup, vegetable          Our own brand              sourced in Latvia, India, Italy,
                   preserves                                                     Hungary
                                                                      Specialist and market leader of
              Non-alcoholic drinks        Ilgezeem, Latvia
                                                                        natural malt-based drinks
                                                                    N1 in Italy and in many European
                 Tuna preserves        Bolton Alimentary, Italy
                                                                                 countries!
                                                                     It is manufactured in USA, birth
               Microwave popcorn           Our own brand                     place of popcorn

                     Pasta            Adriana, Czech Republic        Volume leader in Central Europe

                Convenient food          AS Salvest, Estonia                  N1 in Estonia

                 Soya food and                                        European pioneer and market
                                     Alpro Comm. VA, Belgium
                    drinks                                                       leader
                                                                     Salty rusks - innovative snack,
                     Snacks              S.I. Group, Ukraine        Obvious market leader in Ukraine
                 Natural mineral                                      Market leader among imported
                                           Darida, Belarus                    mineral waters
                     water
We continuosly work on brand portfolio extension and welcome brand holders interested in to cooperate.
Philosophy of cooperation with Partners


• The BRAND has to be the object of common care and attention
• Leversa is encouraged to invest into Brand development
  together with Partner
• Leversa always looks for long-lasting partnerships
• Leversa follows its commitments and anticipates the same
  approach from our Partners
• Leversa contributes into cooperation hard work, creativity and
  passion of its personnel
• Leversa expects good understanding and teamwork with our
  Partners
Our self-profile
• We aren’t the largestr distributor in Latvia but who said that
  bigger is better?

• We like hard challenges and ambitious targets and we like
  creative and smart solutions

• We hate “let’s try” approach; we like “go & get” only

• We deal on fair “win-win” basis

• If we say “YES”, this means “YES” for sure

• If we can’t do something, we say “Sorry, NOT”

  Do you like us? 
         MEMBER OF ESMA ASSOCIATION



We are proud to say that “Leversa” is a member of ESMA since
2002.

ESMA - a pan-European trade association of Europe's finest sales
and marketing organizations, specializing in selling, marketing and
distributing packaged consumer goods (PCG).

ESMA exists to promote and safeguard the interests of its members,
and to help PCG manufacturers find the best partners for expansion
in Europe, both in home and export markets.

Members are experts in their geographic markets and provide a
range of first-class services for manufacturers.

To know more about ESMA please visit www.esma.org.
Your first contact :

•   Bizan Viktor
    Marketing Director
    SIA “LEVERSA”
    8b Uriekstes str., Riga, LV-1005, Latvia
    Phone: +371-7517490
    Fax: +371-7517495
    E-mail: viktors.b@leversa.lv
    www.leversa.lv




    presentation updated on 2012 May

								
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