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LIFTEC CZ
PHARMA DIVISION
PRESENTATION 2017
LIFTEC CZ HIGHLIGHTS
LIFTEC CZ is multichannel distribution company operating since1991.
LIFTEC CZ is distributing brands such as elmex, meridol, Colgate, Philips, Kneipp, Salus Floradix, Dr. Böhm, Liftea and Čajánek.
LIFTEC CZ has more than 25 years of the experience on CZ and SK markets.
LIFTEC CZ INTRO 1 - HISTORY
•Kneipp - German # 1 in bath - since 1891 on the market
•(pharmaceuticals, food supplements and cosmetics)Since 1991
•Čajánek® (baby natural teas) - LIFTEC CZ PL brand
•Granulated
•LooseSince 2000
•GABA - Swiss oral care expert
•elmex®, meridol® brands on the Czech market Since 2002
•Liftea® - since 2005 - LIFTEC CZ PL - food supplementsSince 2005
•Linde - founded in Germany in 1879
• Healthcare products ( Optichambers, Oxyfit)Since 2006
LIFTEC CZ INTRO 1 - HISTORY
•Colgate® - USA based corporate company - Oral care expert
•in pharmacies only – Colgate & Protex brands
•PHILIPS – Dutch company - inhalatorsSince 2008
•Salus Haus - German company - 100 years on the market
•Pharmaceutical products, food supplements, (natureingredients)
Since 2011
• LPSDA - French company - DentibabySince 2012
•Apomedica company - Austria #1 in food suppl, #2 in pharmaceuticals on Austrian market
•Dr. Böhm, Apomedica Med, LUUF and Lasepton brandsSince 2014
•SUNLIFE - German company
•Food suplementsSince 2015
LIFTEC CZ INTRO 1 – HISTORY – 2017 – UP-DATE
•LIFTEC CZ bought by new investor
•LIFTEC CZ became a part of biggest SPA group in CZ
•Luhačovice SPA
•Jáchymov SPA
Since 2016
•YEAR OG BIG CHANGES AND OPPORTUNITIES2017 PROJECTS
•E_COMMERCE PROJECT
•HEALTH - FOOD SHOPS PROJECT
•SPA PROJECT
2017 – HEALTH – FOOD SHOPS PROJECT
LIFTEC CZ = is also a distributor to HEALTH & FOOD
ORGANIC SHOPS
The aim of LIFTEC CZ is to become one of 3 biggest distributors in HEALTH
FOOD SHOPS in the country
How to be different?
Our aim is to bring new very high quality products to the country:
Organic cosmetics and organic food
Design also matters: with new modern design
What is our added value?
To support customers with high quality services + „Above the level“ services
Marketing beyond the borders: interactive workshops (BTB, BTC), showrooms, bloggers,
influencers, contests, loyalty programs, special editions, cash back programs, etc
2017 – SPA PROJECT
LIFTEC CZ has become part of biggest SPA group in Czech Republic – both wellknow SPAs:
SPA Luhačovice
SPA Jáchymov
Liftec is going to be a main supplier
LIFTEC CZ INTRO 2 - STRUCTURE
• Selling pharma goods
Pharma division
• Selling print machines and services
Technical division
LIFTEC CZ
Founded
in 1991
LIFTEC CZ INTRO 3 – STAFF ORGANISATION
LIFTEC CZ has 30 office employees, 8 sales representatives in pharma division and
20 employees in industrial printing division.
LIFTEC CZ has experienced people in departments marketing, sales, logistics,
financial controlling, accounting, etc.
LIFTEC CZ is flexible in human resources management.
Different channels are handled by their needs:
Retail and pharma chains by KAM under sales director leadership
Wellness, spa and e-shops by KAM under sales director leadership
Pharmacies and MED = doctors by sales representatives (SR) under sales director
leadership
Marketing&Trade marketing is organized according to brand management and
closely cooperates with sales, logistics and financial departments.
Logistics department covers also warehousing services.
Financial and account department support whole company – both divisions.
LIFTEC CZ INTRO 3 – Pharma Organigram
Executivemanager
Pharma Director
Sales& Marketing Manager
Sales Dep
KAM Sales Rep
MarketingRegulatory& Scientific
Logistics
Warehouse
FinancialDirector
Finance & Accounting
Technical division director
Industrial printing structure
LIFTEC CZ INTRO 4 – DISTRIBUTION CHANNELS
PHARMA(Pharmacies,
Doctors –GYN, PNE, PED, GP)
DRUGSTORES
MASS MARKET
=
RETAIL
HEALTH FOOD STORES
SPA & WELLNESS
E-SHOPS
LIFTEC CZ WAREHOUSE
LIFTEC CZ INTRO 5 – PERFORMANCE
Sales 2016 T CZK T EUR
Pharma Division CZ&SK 130 670 4 836
Printing Division CZ 98 601 3 649
Printing Divison SK 63 639 2 355
TOTAL 292 913 10 842
44%
34%
22%
Pharma Division CZ&SK
Printing Division CZ
Printing Division SK
LIFTEC CZ INTRO 5 – PERFORMANCE Highlights
• 2016 YoY pharma division growthin turnover +8%
• 2016 YoY Salus brand growth in turnover
• 2016 YoY Liftea PL brand growth in turnover +84%
LIFTEC CZ = GROWING TREND OVER PAST YEARS
+107%
• 2016 YoY Dentibaby brand growth in turnover +130%
• 2016 YoY Apomedica growth in turnover +63%
LIFTEC CZ INTRO 7 – COMPANY STRATEGY
LIFTEC STRATEGY:
Our aim is to build up brand awarness of our brands and
products, educate people via appropriate brand equity
marketing tools.
Our task is to build up both numerical and weighted
distribution.
We invests into PR and marketing advertizing.
We build up high quality sales & marketing teams.
We tailor our activities to meet customer, shoppers and
consumers needs.
Pharma channel
Total market Total market Pharma channel
LIFTEC CZ INTRO 8 - BRANDSOral care Food supplements
Inhalators &
Optichambers
Total market
Cosmetics
SPA & WELLNESS
LIFTEC CZ INTRO 9 - TOP bestsellers
Liftea
Liftea Food supplPharmaceutical
Kneipp
cosmetics
Kneipp Food suppl
Oral care Natural Tea
Apomedica
Salus Food suppl
BRAND elmex & meridol
GABA founded in 1638 as Golden Apotheke Basel in
Switzerland, since 2006 owned by Colgate Palmolivecompany.
ORAL CARE EXPERT
Toothpaste, Toothbrushes, Mouthwashes, Interdental care
G-T-M Strategy:
Professionals – doctors – OC team calls(Colgate company),
congresses, Digital markting
Pharmacy – SR team calls (LIFTEC CZ), detailing
Promo activities, POS, sampling, education, detailing, congresses
Consumer – media campaigns - magazines, etc., doctor&pharmacists recommendation
Detailed info in brand
presentation attached
BRAND LIFTEA
LIFTEC CZ private label brand
Food supplements using traditional herbs such as St. Johns Wart,
Baldrian, Hawthorn, Mistletoe, Passionflower, Rosehip, Sage, Nettle,
Dandelion, Birch Tree, etc
Diggestives
Laxactives
Calming stres, nerves, for good sleep
Blood circulation
Flexible production
We are able to produce novelty within 2-3 months
High quality ingredients - extracts
Pharma oriented visuals (but selling both in pharma and retail
market)
Dynamic brand turnover growth - 64% YoY
Detailed info in brand
presentation attached
BRAND SALUS Salus is german family company founded by Dr.
Med. Otto Greither in 1916.
Range of food suplements under brand SALUS:
Floradix – liquid Ferrum form, now available in
tablets too
#1 Liquid food supplement with
Ferrum in country and worldwide
One of the best selling LIFTEC CZ
product, dynamic growth +107% YoY
Floradix Kindervital – multivitamin withCalcium
Novelties:
Gallexier
Magnesium LiquidDetailed info in brand
presentation attached
Since 1916 - 2016
BRAND Dr. BÖHM – Apomedica
Apomedica is Austrian leading company in pharmaceutical business.
Founded in 1968 by Friedrich Böhm, Mag. pharm, M.D
Market Position:
No.3 on the Austrian OTC market (among 834 companies)
No.1 on the Austrian food supplement market (among 703 companies)
No.1 OTC brand in Austria*: Dr. Böhm®
LIFTEC CZ managed to be an exclusive distributor in 2014
LIFTEC CZ increased the YoY sales in 2015 by 70% and overachieved the target, in 2016 YoY +63%.
LIFTEC CZ is closely cooperating with Apomedica
Marketing planning
Media planning
Sales planning
Cycles planning Detailed info in brand
presentation attached
BRAND Kneipp
Kneipp company founded in 1891.
Father Kneipp was refounder of water therapy.
His cure was based on 5 pillars of healthy living:
LIFTEC CZ is distributing Kneipp brand since 1991.
LIFTEC CZ sells KNEIPP brand across the market (Pharmacy, SPA, Health stores, Retail, e-shops, etc).
LIFTEC CZ 2015 YoY sales growth was 23%.
Now selling mainly to SPA
"Nature has provided us generously with
everything we need to remain in good
health"Sebastian Kneipp
WATER PLANTS EXERCISE NUTRITION BALANCE
BRAND PHILIPS
LIFTEC CZ is distributing inhalators, optichambers and thresholds for PHILIPS:
Patented technology
Fast and highly effective action in shorter timing
High quality produts
Distribution channel: pharmacy, alergology, pneumology, final consumers
Products are fully paid by Health insurance
Optichambers
Inhalators
Threshods
Detailed info in brand
presentation attached
LIFTEC CZ Go-To-Market Strategy
LIFTEC CZ INTRO 10 Go-To-Market STRATEGY
• PR Media Campaigns
• Advertising
• Education – congresses
• ON – line, bloggers
ATL
• Customer Mkt. Tools
• IN store activities
• E-education & e-learning
• ON- line
• Newly in 2016 - Newsletter
BTL
To create Interest & Desire
PR campaigns in CZ & SK In magazines
Liftec is publishing
PR, produts tip and
adverts in many
popular magazines
across wide target
groups in both CZ &
SK
PR, media print campaigns
Elmex Gelée® – registered OTC product
• limited marketing tools due to legislation
PR, media print campaigns
POS
PR, media print campaigns
PR, media print campaigns
PR, media print campaigns
PR, media print campaigns PHILIPS
LIFTEC CZ Innovations
LIFTEC CZ is flexible in market research and novelty
implementation in order to meet consumer and market
needs
2015:
More than 20 new products in the range over past year
2 novelties of 2015 became #2 and #3 in dm category od food supplements / among
260 other products
2016:
The range of new products has been implemented in PL Liftea.
New medical product in Dr. Bohm Med
Digital – e - marketing
Modern tool to:
Atract & Educate consumers, Promote & visualize products
Highly effective with focused target groups
Digital marketing – for professionals - new
Oral care educational tool for professionals – dentists – long term program to
increase dentists education level – guaranteed by authorities
Digital marketing – for consumers – cooperation with bloggers - new
Fashion
Health care
Cooperation with e-shops
DIGITAL marketing – for professionals
Currently program under development
LIFTEC CZ - Our aim is sophisticated education
ON-line courses for
doctors
➢ Doctors get credits
➢ Program supported
by authorities
Blogs
Blogs
Blogs
Blogs
LIFTEC CZ – WEB - Zdravotní poradna.cz
LIFTEC web sites and e-shopcurrently under reconstruction
• Will be innovative and more up-
to-date
LIFTEC CZ web sites „ Zdravotní
poradna“ offers:
• Education part divided by indications
• Novelty info
• Promo offers
LIFTEC CZ – WEB – pharma.liftec.cz
Sales team
CZ:
1 Sales Director
2 KAMs (CZ&SK)
1 Area Manager
8 Sales Representatives (SR)
SK: (daughter company)
1 Sales Director
1 Area Manager
5 Sales Representatives
SR – cover following areas:
• Pharmacy services /calls
• Spa calls
• Health care shops
services/calls
KAM – cover following areas:
• Retail market services,
• Spa services
• Chains services
• Centrally managed subjects
Pharma team quality work
Distribution Detailing Display
Recomendation
to patient orconsumer
Productpurchase
DATA & CRM & Information Systems
• VISION accounting system
• CRM system
• Direct sales – shipments
• Pharma wholesalers, retail partners, spas & wellness
SHIP_IN
• Phoenix data
• Distributors data
• SPRINX CRM
• SPRINX Pharmview
SELL_IN
• IMS pharma – shared data with CP -GABA only
• IMS pharma - shared by Apomedica
• Retail scan – dm, Globus, etc
SELL_OUT
LIFTEC CRM in detail
• Input into system during the visit or straightafter
• Easy, fast and effectiveTABLETS
• Monitoring of visits process and call quality
• LIFTEC CZ inputs all questionnaires intosystem
Questionnaires
• Recommendation assurances
• SR calls
• Frequency, rating, coverage, etcMonitoring
• Sales reports
• SR performance reports
• Wide range of analysing toolsReporting
ON_LINE
ON_LINE
ON_LINE
ON_LINE
MARKET OVERVIEW BY CHANNEL
PHARMA MARKET OVERVIEWCZ:
Cooperation with all 4 pharma wholesalers:
Phoenix CZ, Alliance Healthcare, Pharmos and Via Pharma
Total market pharmacy panel = 2850 pharmacies ( IMS), LIFTEC CZ directly coversmore than 60% by 8 sales reperesentatives, the average in the country is around40%
(+1x yearly visits of uncovered market)
36% WSD are chains: 2 biggest Dr. Max (340 pharmacies) and BENU (170)
30% Independent pharmacies and 24% associates pharmacies
SK:
Direct cooperation with 3 pharma wholesalers:
Phoenix Sk, Medard, Unipharma
Total market pharmacy panel = 2150 pharmacies ( IMS), LIFTEC covers via
daughter company 50% of the market by 4+1 Sales representatives.
Strongest chains are Dr. Max Sk and Schneider.
Photos from pharmacies
Photos from pharmacies
Photos from pharmacies
Photos from pharmacies – independent
Pharma E-shops and on-line marketing
We cooperate with the most important pharma e-shops in the country:
www.lekarna.cz
The biggest and oldest pharmacy-eshop - Belongs to Phoenix group
1 mio visits/month
25% YoY growth
Approx. 500 000 000 CZK TO/Year in 2015
Owns 55% of the pharma eshop market
www.pilulka.cz
Approx 2,5 years on the market, „younger but aggressively growing sister“ - triple
digit
800 000 visits/month
Approx. 300 mld. CZK TO/Year in 2015
www.drmax.cz
Pilulka.cz
Seasonal
Retail channel
We directly cooperate with all major retail chains in the CZ:
Dm drogerie (220 shops)
Rossmann (110 shops)
PK Solvent (Teta – czech national chain, around 600
shops)
Globus (15 Hypermarkets)
Tesco
Ahold
MAKRO (Metro)
LIFTEC CZ successes at retail
•Supplier in Food supplements &
Health care products at dm#5/26
• Liftec has 2 products leading the
category of food supplements in dmProduct #2/264
Product #3/264
•LIFTEC CZ has top selling products
in category at TETA drugsTOP selling products
Photos from retail
Photos from retail
Photos from retail
Photos from retail
Photos from retail
E-shops and on-line marketing
We cooperate with number of e-shops:
www.parfums.cz , currently renamed NOTINO
#1 cosmetic & parfumery product e-shop
#3 e-shop in country
YoY growth +45%
www.krasa.cz + www.prozdravi.cz
#2 cosmetic & parfumery product e-shop, health care e/shop
www.feedo.cz
#1 baby e-shop
www.alza.cz
#1 e-shop in country
HEALTH FOOD SHOPS
CZ – panel of 2 000+ stores - approx. / rapid growing trend
SK - panel of 1 000+ stores – approx
PL – panel of 4 000 ? stores (estimate)
Mainly under ownership, no chains
Strong on-line business
Spa and wellness hotels
Traditional Kneipp channel
„Kneipp path“ = worldwide known water
procedure
LIFTEC CZ has long tradition in cooperating
with spa & wellness hotels in CZ, we sell
products for:
Spa procedures
Direct sales to consumers at receptions
Popular with clients – to get some presents
from spa
Current challenge - we need professional
packaging (5 kg or 10 kg bath salts, 1L or 5L
massage oils)
NEW PROJECTs 2017
SPA AND WELLNESS PROJECT
LIFTEC to become a main supplier for Luhačovice and Jáchymov SPA
Consumer daily usage goods
Consumer gift sets
SERVICES
HEALTH CARE SHOPS PROJECT – B2B, B2C
Currently under implementation- opening soon
NATURAL COSMETICS
Focus on young consumers, fresh and trendy packaging, modern image
Focus on high quality products and healthy ingredients
OTHER SPECIAL PROJECTS
LIFTEC CZ GLANCE SUMMARY
• LIFTEC CZ is flexible in employing rightpeople according to our needsHuman Resources
• LIFTEC CZ has free capacity in our ownwarehouseWarehouse
• LIFTEC CZ is more than 25 years on themarketExperience
• LIFTEC CZ is proactively developingbrands into growing trendsSuccess
• Liftec CZ insist on importancy ofeducational backround of our productsEducation
Send your offers to address below:LIFTEC CZ spol. s r.o.
Počernická 272/96
108 03 Praha 10
Mail: [email protected]
Thank you!