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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 VersaOur new name is “LEVERSA” = “ArLEms” + “Vice VERSA”.
• Since summer 2007 Leversa is owned by 2 Latvian private persons, founders of former Arlems.
OUR HISTORY:
The merger has resulted in successful expansion of the combined businesses, so that Leversa is now among the Latvian top-distribution companies.
Annual sales turnover of Leversa, EUR
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
2003 2004 2005 2006 2007
OUR COLLECTIVE
Most of all we proud about very low personnel rotation in company. More than 70% of employees work more than 5 years with us. There are a few who work since 1993
All staff on all positions, even warehouse workers, drivers and bookkeepers is 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. For this every year we organize some parties to celebrate our important events
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 20 full time dedicated persons cover the whole country which is divided into Riga, North and South areas.
Area sales managers supervise over 12 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.
TWO sales forces to strengthen quality
Strong marketing-oriented approach to support and to develop premium brands
Average income per person “average+”
3 key-accounts managers covering deliveries to retail chains
PREMIUMSTRATEGY
Different sales channels – retail stores, open markets, wholesale
Average income per person“not low”
12 sales reps covering > 2000 active customers directlyMASS-MARKET
STRATEGY
CONSUMER’S TARGETSALES CHANNELSTYPE OF SALES FORCE
We are able to deal with both – premium and mass-targeted brands and products
LIDO, Nomeda, Deli, Vidzemes Maiznica,Lango, Anre Juniors, Eurofood,
Elanders, Grinhols
Open markets
Wholesale depots
500+independent
shops
SALES STRUCTURE IN RIGA
Retail supervisor
Riga
Sales reps HoReCa
Sales reps
Key-account manager
General Manager
Sales reps
SALES STRUCTURE OUTSIDE RIGA
The market is completely covered by our sales forces.
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 /quantitativeControl of legal information on labelsPackaging designCommunication and promotion plansMedia - Production ( TV, Radio, Outdoor) - Media AiringIn-store demonstrations and product tastingsTrade-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-1200 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 hoursDelivery in the country: 48 hours
DISTRIBUTION CENTER1200 pallet places for dry groceries 100 pallet places refrigerator for chilled products
LATVIA - 2 230 000 people.RIGA – 800 000 people.
The market is fully covered by our logistics services
We continuosly work on brand portfolio extension and welcome brand holders interested in to cooperate.
We represent local and international brands
PRINCIPALCATEGORYBRAND BRIEFLY ABOUT …
Cargill Oil Packers, BelgiumBottled edible oilsBranding is well working even in
that category. Risso=market leader
Our own brandMayonnaise,
ketchup, vegetable preserves
Strong local brand
Ilgezeem, LatviaNon-alcoholic drinksSpecial malt-based drinks of high
quality
Weaver Popcorn Company, USA
Microwave popcornThe largest microwave popcorn
manufacturer in the world Adriana s.r.o., Czech
RepublicPasta Good ratio “price / quality”
AS Salvest, EstoniaConvenient food N1 in Estonia. A lot of innovation
Chiquita Italia S.p.A.Juices/drinksChiquita Tropicals - the first full line
of tropical juices only!.
Mona GmbH, AustriaSoya drinks Innovatively and healthy
Bolton Alimentary, ItalyTuna preservesN1 in Italy and in many European
countries!
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 biggest 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”31m Ganibu Dambis str., Riga, LV-1005, LatviaPhone: +371-7517490…4Fax: +371-7517495
Mob. phone: + 371-9208428E-mail: [email protected]: www.leversa.lv
presentation updated on 2008, March 12