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Synergy becomes BELUGA GROUP
June, 2017
POSITIONING OF THE GROUP
BELUGA GROUP continues to develop its business, being today in the pool of international companies for the production of spirits. The Group's products are sold on 5 continents in more than 70 countries around the world. The portfolio of premium imported brands makes 10% in the Company's revenue.
GLOBALIZATION OF THE BUSINESS, DEVELOPMENT OF EXPORT AND IMPORT
OPERATIONS
We are constantly expanding our brand portfolio in order to provide customers with a large choice of the most high-quality products and satisfy the most sophisticated demand. We are a Company that is customer-oriented and always stays in touch!
IMPROVING THE PORTFOLIO, CUSTOMER ORIENTATION
For us, reputation is one of the main values. We pay special attention to it when creating the image of an attractive and open employer for potential employees and those who have already joined our team.
CONTINUED FORMATION OF THE
REPUTATION OF THE CORPORATE BRAND
The new brand will allow bringing external and internal communications to a qualitatively new level, to build them more effectively. We want to be as open and transparent to our target groups as possible.
INCREASE IN TRANSPARENCY
FOR KEY AUDIENCES
With an updated corporate brand, we intend not only to increase the recognition of the Company and its products, but to bring the corporate culture to a new level, to strengthen self-identification of people bearing the name of the Group.
DEVELOPMENT OF THE CORPORATE CULTURE
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CONTINUED DEVELOPMENT OF THE DISTRIBUTION
PLATFORM WITH A FOCUS ON DIRECT SALES
ACHIEVING DIRECT CONTACT WITH END CUSTOMERS THROUGH TRADE MARKETING
BEST IT PLATFORM
‣ EXPANSION OF THE GENERAL EXPORT GEOGRAPHY AND IN PARTICULAR BELUGA BRAND
‣ IMPROVING THE QUALITY OF IMPORTED OPERATIONS THROUGH TARGETED SELECTION OF PARTNERS
‣ FOCUS ON SUPER-PREMIUM INTERNATIONAL VODKA
MARKETS
THE STRATEGY OF THE GROUP
THE STRATEGY OF BELUGA GROUP REMAINS THE SAME – TO BE THE LEADING SPIRITS GROUP IN RUSSIA, AS WELL AS ONE OF THE LEADING INTERNATIONAL PLAYERS
‣ DIVERSIFIED BRAND PORTFOLIO, COVERAGE OF ALL
SEGMENTS
‣ FOCUS ON PREMIUM AND MARGINAL PRODUCTS
‣ INCREASE IN PRICE AND BRAND RECOGNITION
‣ STRENGTHENING THE PRESENCE IN GROWING CATEGORIES
‣
‣
‣
PRODUCTION, SALE AND DISTRIBUTION OF ITS OWN
ALCOHOL PRODUCTS
USE OF MODERN TECHNOLOGIES TO ENHANCE THE OVERALL OPERATIONAL PERFORMANCE
‣
‣
BRAND PORTFOLIO
DISTRIBUTION
EXPORT KEY
BUSINESS
3
GROUP CORPORATE BRAND
On June 26, 2017, by the decision of the Annual Meeting of Shareholders of "Synergy", BELUGA GROUP is to become the new corporate brand of the Company.
The corporate identity of the Company has been completely renewed. The strategy of the Company, its structure, management of business processes remain unchanged.
The new name of the Group does not entail any additional activities and does not affect the Company's obligations. Bank details, contact details, as well as the organizational and legal form -
Public Joint Stock Company - will remain unchanged.
MAJOR CHANGES:
LOGOTYPE COLORS FONT
SYNERGY BELUGA GROUP
VODKA BLUE
CAVIAR BLACK
CRISP WHITE
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BELUGA GROUP IS A GLOBAL COMPANY
THE BEST EXPERTISE IN THE INDUSTRY,
MANAGEMENT WITH 15+ YEARS’ EXPERIENCE
9,000 PROFESSIONAL EMPLOYEES,
3,500 OF THEM ARE HIRED IN SALES
6 OWN FACTORIES AND 13 LOGISTICS
CENTERS THROUGHOUT THE COUNTRY
REPRESENTATIVE OFFICES IN THE USA AND AUSTRALIA
7 FOREIGN TEAMS:USA, GERMANY, FRANCE, GREAT BRITAIN, GEORGIA,
KAZAKHSTAN, THE BALTIC STATES
THE GROUP'S BRANDS ARE INCLUDED IN RATINGS OF MAJOR
INTERNATIONAL MAGAZINES: DRINKS INTERNATIONAL, IMPACT, IWSR
THE PRODUCTS OF THE GROUP ARE PRESENTED IN THE TERRITORY OF RUSSIA AND ALSO IN MORE THAN 70 COUNTRIES
OF THE WORLD ON 5 CONTINENTS
USE OF THE MOST INNOVATIVE TECHNOLOGIES IN MARKETING,
PRODUCTION, AND SALES
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BELUGA BRAND IS NO. 1 IN THE
SUPER PREMIUM SEGMENT
NO. 1 ON THE RUSSIAN MARKET
FOR THE PRODUCTION OF OWN
VODKA BRANDS
BRAND "BELENKAYA" IS A NO. 1
ON THE RUSSIAN MARKET BY
PRODUCTION VOLUME
NO. 1 ON THE RUSSIAN
LIQUEUR MARKET
NO. 2 ON THE RUSSIAN COGNAC
MARKET
NO. 1 RUSSIAN INDEPENDENT
IMPORTER IN THE CATEGORY OF
STRONG ALCOHOLIC BEVERAGES
BELUGA GROUP IS A MARKET LEADER
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Source: *IWSR 2015, **the Company's data, Rosstat 2016.
Diageo
39,4
Roust
23,1
Pernod Ricard
17,1
Sazerac
11,2
BELUGA
GROUP
10,7
Stock
8,6
Belvedere
8,3
Bacardi
6,9
BELUGA GROUP IS IN THE TOP-5 OF THE WORLD VODKA COMPANIES (MLN. 9L CASES)*
BELUGA GROUP IS A MARKET LEADER
BELUGA GROUP IS THE LEADER OF RUSSIAN SPIRITS MARKET IN VALUE TERMS. (%)**
BELUGA
GROUP
Tatspirtprom
13,6
16
Roust ASG Global Spirits
9,8
5,44,6
7
KEY INDICATORS OF BELUGA GROUP
2014
Revenue (bln. rub.) Dynamics of shipments (mln. dkl.)
Spirits shipments below 25%, 2016 (thous. dkl.) Spirits shipments over 25%, 2016 (thous. dkl.)
Source: the Company's data, Rosstat.
20152016
44,646,8
59
2016 2015 2014
11,6
9,811
BELUGA
GROUP
646
Tatspirtprom
257
Niva
193
Sordis
148
BELUGA
GROUP
1,067
Tatspirtprom
464
Global Spirits
460
8
Market shares of major importers (%)** The import share in the revenue of the spirits segment (%)
Source: FCS, Rosstat, the Company's data *includes strong spirits and wine, **Includes only strong spirits.
Diageo
12,7
BELUGA GROUP IS THE LARGEST RUSSIAN INDEPENDENT IMPORTER OF STRONG SPIRITS AND
№5 AMONG GLOBAL IMPORTERS
Dynamics of imports (thous. dkl.)* Largest categories of import portfolio (%)
2016
665
2015
450
2014
351
Bacardi Pernod
Ricard
Maxxium BELUGA
GROUP
Roust
8,98,6
4,33,4
2,6
WhiskyBrandyRumCognacOthersBitter
6611
10
64 2
Russia
Import
86
14
9
KEY INDICATORS OF BELUGA GROUP
BELUGA GROUP IS A COGNAC PRODUCER NO. 2 IN RUSSIA
Dynamics of shipments of the largest producers in 2016/2015 (thous. dkl.%)
Source: the Company's data, Rosstat.
Alliance
-6,1%
Dynamics of production (thous. dkl.) Market shares of the largest producers (%)
2016
713
2015
525
2014
469
55,60
6,806,90
8,20
9,00
13,70
AllianceBELUGA GROUPKINKizlyarUsovoOthers
2016
2015
BELUGA
GROUP
+40%
KIN Kizlyar Usovo
1086
1203
713
460
645502
550524 541
505
BELUGA GROUP TAKES THE 2ND
PLACE IN THE PRODUCTION OF COGNAC IN RUSSIA IN 2016.
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BELUGA GROUP - A WIDE PORTFOLIO OF THE HIGHEST QUALITY BRANDS
11