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Syria Overview
General Facts Crisis
NAD Overview
Sales Force & Marketing
NAD Back Office
Why Us?
New Allied DistributorsDirectly to the shelves
Your Distribution Experts in Syria
Syria Overview
Key Figures
Key Figures Cont
Export
Import
External Influences
Syria Overview
Full country name: Syrian Arab Republic (Capital: Damascus)
Area: 185,180 sq km (71,498 sq miles)
People: 20 M , Arabs (90%), Kurds, Armenians, Circassians, Turks
Religion: 74% Sunni Muslim, 16% other Muslim, 10% Christian
Language: Arabic, Kurdish, Armenian, Turkish, English
Major Industries: Oil, gas, agriculture, textiles
GDP: USD 29.65 billion
GDP per capita: USD 1,481
Real GDP Growth 2007 : 4.65%
Inflation: 8%
Exchange Rate: USD 1 = SYP 47
Key Fig
ure
s
Key Fig
ure
s C
on
t
Syria Overview
• Age Structure : 0 - 14 years :
36.5% 15 - 64 years :
60.1% 65 years and over : 3.3%
• Population Growth Rate : 2.3 % (2007 est.)
• Birth Rate : 27.2 births/ 1,000 population (2007
est.)
• Death Rate: 4.8 deaths/ 1,000 population (2007
est.)
• Infant Mortality Rate : Total: 27.7 deaths/ 1,000 live births
• Life Expectancy at Birth: Total Population: 70.7 years male & 69
years female
• Total Fertility Rate : 3.4 children born/ woman (2007 est.)
• GDP - composition by sector: Agriculture: 24% Industry: 18% Services: 58% (2005 est.)
• Labor Force: 5.505 million (2006 est.)
• Unemployment Rate: 12.5% (2005 est.)
• Population Below Poverty Line: 11.9% (2006 est.)
• Inflation Rate (Consumer Prices): 8% (2006 est.)
• Public Debt: 37.9% of GDP (2006 est.)
Exp
ort
Syria Overview
Iraq27.4
Germany12.2
Lebanon9.5
Italy6.6
Egypt5.3
Saudi4.8
other34.2
Imp
ort
Syria Overview
Saudi12.1
China7.7
Egypt6.1
UAE5.9
Italy4.8
Ukraine4.7
Germany4.7
Iran4.4
other49.6
Exte
rnal
Influence
s
Syria Overview
• Syrian Pound has weakened significantly against the currencies of all the major exporting countries.
• The implications for the cost of imports into Syria are clear and exacerbated further by the removal of EU subsidies.
• The glitch in import-export balance in addition to the negative performance of public sector are all imposing greater pressure on Syrian economy.
General Facts - Crisis
Key Economic Indicators as set by the most reliable economic researchers
before the crisis
Key Economic real facts
Exchange Rate situation during the Crisis
General Facts
General Facts - Crisis
Key E
conom
ic Ind
icato
rs as se
t by th
e m
ost
relia
ble
eco
nom
ic rese
arch
ers b
efo
re th
e
crisis
9
GDP Real Growth, 2005-2014 (%) Consumer Price Inflation, 2005-2014 (%)
General Facts - Crisis
Key E
con
om
ic real
facts
1 .The inflation rate between Feb12 and Mar 12 has increase 6.7%, the total inflation between mar 11 and mar 12 has increased 30.77%2. Drop in import from Arabic countries exceed 20% in 2011, and general import value reduced by 40% in 2011 vs. 20103. the imbalance between export and import hits a record of -43% to the favor of import with value of SYP 243 Billion in 20114. 866,000 unemployed already registered at working bureau, the official declared number of unemployment read 15%, unofficially numbers talking about 35%5. Domestic refugees is exceeding 2M persons
2010 export to Arabic countries 2010 import to Arabic countries
47.552
60
75
90
100
85
70 70 68 6972
0
20
40
60
80
100
120
2011-Mar 2011-May 2011-Jul 2011-Sep 2011-Nov 2012-Jan 2012-Mar 2012-Apr 2012-May 2012-Jun 2012-Jul 2012-Aug
1$ Vs. SYR
-79% lost within one
year
-52% lost since beginning of
crisis
General Facts - Crisis
Exch
an
ge R
ate
situatio
n
durin
g th
e C
risis
General Facts - Crisis
Gen
era
l Facts
1.Locally operated multinational enterprises are all shut down
2.Banks under great pressure:• no more investment, swinging between
keeping, reducing, and closing given facilities.• avoid dealing with hard currencies, requesting
clients to close even their personal accounts• reduce overdraft facility with 50%, cancelling
all type of post financing3.American companies of various sectors stop
supplying
NAD Overview
Vision Statement
Mission Statement
Company Hierarchy
Overview
Overview
Visio
n S
tate
men
t
14
NAD is continually working to be the most organized and well equipped distribution company in Syria with unequalled customer and supplier satisfaction
Overview
Effectively maintain a fully automated distribution network
Cover and serve all sales points depending on the channels
Select high-quality products for distribution in various sectors
Ensure that every supplier's goals are met and exceeded
Create an environment where people's contributions are viewed as engines of growth
Missio
n S
tate
men
t
NAD( General Manager )
NAD CosmeticGeneral Sales
Manager
NAD FoodGeneral Sales
Manager
NAD Food ServesGeneral Sales
Manager
Sales Admin
1
SelloutDepartm
ent
3
CPD Sales
Manager
28
MUP Sales
Manager
21
Professional Sales Manager
5
FMCG Sales
Manager
16
FS Sales Manager
3
Aleppo Branch
Manager
5
Lattakia Branch
Manager
20
Tartous Branch
Manager
14
Swida’a Branch
Manager
7
Overview
Com
pan
y H
iera
rchy
124
Overview
Company Hierarchy Damascus Aleppo Lattakia Tartous Swida'a Total
General Sales Manager 3 3Area Sales Manager 1 1 1 1 4
Division Sales Manager 2 2Sales Admin 1 1
Supervisor 7 1 8Pre-Sale 8 2 10
Sales rep 17 4 5 6 3 35Delivery 6 1 7
Driver 1 1 2Helper 12 4 3 1 20
Merchandiser 4 4BA's 17 5 3 2 27
Artist 1 1
Total 78 5 20 14 7 124
Total
Com
pan
y H
iera
rchy
Overview
Com
pan
y H
iera
rchy
sellout Supervisor3
Promoters
2
Overview
Com
pan
y H
iera
rchy
CPDSupervisor
(Pharmacies & Beauty Shop) 1
Pre-SaleWholesale
6
Delivery4
Helper2
CPD Supervisor
( Wholesale )1
Sales repPharmacies
2
Sales repBeauty Shop
2
CPD Sales Manager
28
CPDSupervisor
( Retail & KA )1
Pre-SaleKA
1
Delivery1Helper &
Merchandiser 2
Sales repRetail
2
Helper
2
Overview
Com
pan
y H
iera
rchy
Sales rep( Retail )
1
Sales rep( Wholesale )
1
MUP Sales Manager21
BA’s
17
MUP Artist
1
Overview
Com
pan
y H
iera
rchy
Sales rep( Retail )
2
Technical Supervisor
1
PPD Sales Manager
5
Sales rep( Wholesale )
1
Overview
Com
pan
y H
iera
rchy
Pre-SaleKA
1
FMCG Sales repRetail
4
FMCG Sales repWholesale
1
FMCGSupervisor
1
Delivery
1
Helper & Merchandiser
2
FMCG Sales Manager16
Helper
5
Overview
Com
pan
y H
iera
rchy
Helper
1
FS Sales rep
2
Food Serves Sales Manager
3
Overview
Com
pan
y H
iera
rchy
FMCG Sales repRetail
1
Cosmetic Sales rep
Retail 1
Aleppo Sales Manager
5
FS Sales rep1
Cosmetic Sales rep
Wholesale 1
Overview
Com
pan
y H
iera
rchy
Supervisor( Retail )
1
Cosmetic Pre-Sale
Wholesale 2
Delivery1
Helper1
CosmeticSales rep
2
FMCGSales rep
1
Lattakia Sales Manager20
FS & KASales rep
1
PPD & MUPSales rep
1
Driver1
BA’s5
Helper3
Overview
Com
pan
y H
iera
rchy
CosmeticSales repWholesale 2
Helper2
CosmeticSales rep
Retail1
Tartous Sales Manager14
KA & FSSales rep
1
PPD & MUPSales rep
1
Diver1
BA’s3
FMCGSales rep
Retail1
Helper1
Overview
Com
pan
y H
iera
rchy
Sales repWholesale
1
Helper1
CosmeticSales rep
Pharmacies 1
Tartous Sales Manager7
BA’s
2
FMCGSales rep
Retail1
Overview
Overv
iew
Board of Directors comprised of experts in the distribution field in Syria, Lebanon, Jordan, and Saudi Arabia. Each member has extensive experience in foodstuff manufacturing and brand developing
Channel/Category/Business Development Module Business designed and dedicated to the distribution
of fast moving brands Very focused company, we do not handle mass
brands, rather very selective and complimentary brands
Distribution & Sales
Sales
Business Spilt by Region
Our 5 Branches
Business Coverage
Distribution & Sales
Sale
s
30
Sales target is to cover every point of sales of all classes
Achievement of key accounts sales target is the responsibility of Trade Marketing Manager
Marketing and sales team work in full harmony: our intensive BTL activities managed by our indoor team is boosts our sales in the field
Cover specific needs of the brand itself
Take into account:Geography, demographics, and disposable incomeCost efficiencies
Distribution & Sales
Bu
siness S
pilt b
y
Regio
n
South40%
North20%
Central15%
Coastal15%
Others10%
Distribution & Sales
Our 5
Bra
nch
es
Branches
Sub-distributors
Uncover
Distribution & Sales
Our 5
Bra
nch
es
( Damascus Branch )
Distribution & Sales
Our 5
Bra
nch
es
( Damascus Branch | Cosmetic W/S )
• ( 6 ) Pre-Sale
• ( 4 ) Delivery
Distribution & Sales
Our 5
Bra
nch
es
( Damascus Branch | Cosmetic Pharmacies & Beauty Shop )
• ( 2 ) Pharmacies Cash Van
• ( 2 ) Beauty Shop Cash Van
Distribution & Sales
Our 5
Bra
nch
es
( Damascus Branch | Cosmetic Retail & KA )
• ( 1 ) KA Pre-Sales
• ( 1 ) KA Delivery
• ( 2 ) Retail Cash Van
Distribution & Sales
Our 5
Bra
nch
es
( Damascus Branch | MUP )
• ( 1 ) MUP ( Retail )
• ( 1 ) MUP ( WS-PCP )
Distribution & Sales
Our 5
Bra
nch
es
( Damascus Branch | PPD )
• ( 2 ) PPD Retail
• ( 1 ) PPD WS PCP
Distribution & Sales
Our 5
Bra
nch
es
( Damascus Branch | Food )
• ( 4 ) Food ( Retail )
• ( 1 ) Food ( WS-FO )
• ( 1 ) Food ( KA )
Distribution & Sales
Our 5
Bra
nch
es
( Damascus Branch | Food Serves )
• ( 2 ) Food Serves
Distribution & Sales
Our 5
Bra
nch
es
( Aleppo Branch )
Distribution & Sales
Our 5
Bra
nch
es
( Aleppo Branch )
• ( 1 ) Cosmetic Retail• ( 1 ) Cosmetic Wholesale
• ( 1 ) Food Retail• ( 1 ) Food Serves
Distribution & Sales
Our 5
Bra
nch
es
( Lattakia Branch )
• ( 2 ) Cosmetic Wholesale Pre-Sale• ( 1 ) Cosmetic Delivery
• ( 2 ) Cosmetic Retail
• ( 1 ) Food Retail
• ( 1 ) KA• ( 1 ) MUP&PPD
Distribution & Sales
Our 5
Bra
nch
es
( Tartous Branch )
• ( 2 ) Cosmetic Wholesale
• ( 1 ) Cosmetic Retail
• ( 1 ) Food Retail
• ( 1 ) KA• ( 1 ) MUP&PPD
Distribution & Sales
Our 5
Bra
nch
es
( Swida’a Branch )
• ( 1 ) Cosmetic Wholesale
• ( 1 ) Cosmetic Retail
• ( 1 ) Food Retail
Distribution & Sales
Busin
ess
Covera
ge
Wholesale20%
Van80%
Wholesale Van
Distribution & Sales
Busin
ess
Covera
ge
Direct coverage – Syria ,Number of POS ( Retail )
• OUR coverage is matching: 80% of weighted clients at all sales channel and 16% of universe
• B to B : Foodservice, MUP, Hairdressers, are all served by dedicated teams.
• Wholesales teams of the following channels: foods, personal care, medical warehouses are also dedicated
• Combo is only used at food channels• Merchandising team is not included
Distribution & Sales
Busin
ess
Covera
ge
Sales Forces Covered channels
Specialized to cover:
• Retail : 1. KA: Hypermarkets 2 SSS: Supermarket (Retail A)3 DRD (Direct Retail Distribution): Retail B & C classes 4 W/S foods: Wholesales (food)
• Personal Care Products + Cosmetics:
5 BS: Beauty shops:
6 PH: Pharmacies:
7. W/S PCP: Wholesales (Personal Care Products)
8. M/W: Medical warehouses
9. DS (Department Store): Perfumeries & Department Stores
10. HD: Hair Dressers:
• Food Service:
11 HORECA: Hotels, Restaurant, Catering:
12 CS: Coffee Shops
13 BA/PA: Bakeries/Patisserie:
14 INDSRY: industry/Factory
Distribution & Sales
Busin
ess
Covera
ge
• Wholesales & Medical warehouses channels served by dedicated team
Region Pharmacies A&B
Beauty Shops A&B
Wholesales (PCP)
Medical warehouses
Total
Damascus 1000 325 175 8 1508
Aleppo 50 50 30 1 131
Lattakia 300 140 45 7 492
Tartous 200 100 40 2 342
Swida'a 150 35 40 1 226
TOTAL 1700 650 330 19 2699
Personal Care Channels
Distribution & Sales
Busin
ess
Covera
ge
• Perfumeries & Department stores are channels served by dedicated team• Hair dressers channel is also managed by dedicated team providing training, technical support,
next to supplying
Region Perfumeries Hair Dressers Total
Damascus 16 210 226
Aleppo 2 5 7
Lattakia 5 30 35
Tartous 7 30 37
Swida'a 3 7 10
TOTAL 33 282 315
Personal Care Channels
Distribution & Sales
Busin
ess
Covera
ge
Foods / Retails Channels
• Wholesales channel served by dedicated team
Region HyperMarkets
SSS & Class A
RetailB & C
Wholesales (foods)
Total
Damascus 11 620 1500 250 2381
Aleppo 2 40 125 15 182
Lattakia 8 170 75 48 301
Tartous 3 140 40 40 223
Swida'a 1 45 40 12 98
TOTAL 25 1015 1780 365 3185
Distribution & Sales
Busin
ess
Covera
ge
• Foodservice has a dedicated management & Sales team serving sales channels and providing technical support.
Foodservice Division : Coverage Channels
Region Hotels RestaurantsBakeries/ Patisseries
Café shops Total
Damascus 12 50 32 55 149
Aleppo 2 25 5 15 47
Lattakia 4 30 19 30 83
Tartous 1 7 1 8 17
Swida'a 1 3 1 3 8
TOTAL 20 115 58 111 304
Sales Force & Marketing
Reporting System: Field
Back Office
Merchandising Team
Marketing Activities Cont
Sales Force & Marketing
Reportin
g S
yste
m:
Field
• Point of Sales management: • Inventory, display, control, DMS (target: daily management system)
• Salesman daily report managed by handheld:
Route Planning
Timed journey plan per day• Report Out
Sales target (month-to-day)Credit report
• Report In:Retail inventoryDisplay (including photos)Competitors’ activitiesIn addition to the sales/collection operations
Sales Force & Marketing
Back O
ffice
• Sales Management ReportsMTD target achievement by: area, POS, and SKUPenetration and display situationsMarket feedback Credit report
Report Out (Monthly):Sales comparison: Actual vs. Targets (YTD & MTD)InventoryCompetitors and market analysis
Sales Force & Marketing
Merch
an
disin
g Te
am
Merchandiser Tasks:
• Help the sales reps maximize number of calls• Merchandise upon entering the store + when products are
sold to outlets• Record inventory upon each visit• Clean, maintain display, and conduct active reporting to the
Trade Marketing Manager• Helps in building the electronic map project
Sales Force & Marketing
Marke
ting
Activ
ities
• BTL Support - POSM, display, shelving• In Store Promotions - boost sales while building
upon the brand• Sponsoring Events • Massive Sampling Campaigns - key accounts,
store openings, major events• Trade Incentive Programs
Sales Force & Marketing
Marke
ting
Activ
ities
Work in collaboration with suppliers to play upon the brand’s strengths while taking advantage of arising opportunities
• Market Studies - consumer + trade’s perception on product• Build consumption habit when necessary• Actively stay ahead of the competition through constant
monitoring & innovative planning• Find new relevant ways to reach the consumer - (hospitals,
airlines, school cafeterias, park kiosks, gyms, hair salons, etc.)• ATL Support - TVC & Billboards: strongest tools
Sales Force & Marketing
Marke
ting
Activ
ities
ATL Advertisements
Sales Force & Marketing
Marke
ting
Activ
ities
Sampling Campaigns
Sales Force & Marketing
Marke
ting
Activ
ities
Exhibitions
Sales Force & Marketing
Marke
ting
Activ
ities
School Events
Sales Force & Marketing
Marke
ting
Activ
ities
Events In Syria
Sales Force & Marketing
Marke
ting
Activ
ities
Sales Force & Marketing
Marke
ting
Activ
ities
Sales Force & Marketing
Marke
ting
Activ
ities
Sales Force & Marketing
Marke
ting
Activ
ities
NAD Back Office
Supply Chain & Warehousing
Finance
HR
NAD Back Office
Sup
ply
Chain
&
Ware
hou
sing
Business Plan TPS Plan
Import to Syrian Ports
Delivered & Distributed to NAD Branches
Supply Chain
NAD Back Office
Sup
ply
Chain
&
Ware
hou
sing
Warehousing
• Monthly inventory at all branches
• Temperature controlled set up
• Operate under FEFO (First Expired First Out)
• Right structure and control systems
NAD Back Office
Sup
ply
Chain
&
Ware
hou
sing
Supply Chain Efficiency Scorecard• Swift van loading daily (estimated time: 12.5 min)
• Sales orders are placed through palms in evening
• Warehouse staff prepare pallet next morning
• Sales leave to market at 10 am
NAD Back Office
Finan
ce
• ERP (Enterprise Resources Program)• Managing Resources
Why Us?
Why Us?
Company Brand
Thank you
Why Us?
Wh
y U
s?
• World’s Best Brand Partner
• Speed to market
• Continues development in the operation
• People management system
Foodservice
Why Us?
Com
pan
y B
ran
d
FoodsCosmetic
Thank You …….