Download OUR HISTORY - leversa.lv

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.
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
12,000,000
10,000,000
8,000,000
6,000,000
4,000,000
2,000,000
0
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
TYPE OF SALES FORCE
MASS-MARKET
STRATEGY
SALES CHANNELS
12 sales reps covering > 2000
active customers directly
Average income per person
“not low”
Different sales channels – retail
stores, open markets, wholesale
3 key-accounts managers covering
deliveries to retail chains
PREMIUM
STRATEGY
CONSUMER’S TARGET
Average income per person
“average+”
Strong marketing-oriented
approach to support and to develop
premium brands
We are able to deal with both – premium and masstargeted brands and products
SALES STRUCTURE IN RIGA
General
Manager
Keyaccount
manager
Retail
supervisor
Riga
Sales reps
HoReCa
Sales
reps
500+
independent
shops
Sales reps
LIDO, Nomeda, Deli,
Vidzemes Maiznica,Lango,
Anre Juniors, Eurofood,
Elanders, Grinhols
Open markets
Wholesale depots
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 /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
-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 hours
Delivery in the country: 48 hours
DISTRIBUTION CENTER
1200 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 represent local and international brands
BRAND
CATEGORY
PRINCIPAL
BRIEFLY ABOUT …
Bottled edible oils
Cargill Oil Packers, Belgium
Branding is well working even in
that category. Risso=market leader
Mayonnaise,
ketchup, vegetable
preserves
Our own brand
Strong local brand
Non-alcoholic drinks
Ilgezeem, Latvia
Special malt-based drinks of high
quality
Tuna preserves
Bolton Alimentary, Italy
N1 in Italy and in many European
countries!
Microwave popcorn
Weaver Popcorn Company,
USA
The largest microwave popcorn
manufacturer in the world
Pasta
Adriana s.r.o., Czech
Republic
Good ratio “price / quality”
Convenient food
AS Salvest, Estonia
N1 in Estonia. A lot of innovation
Soya drinks
Mona GmbH, Austria
Innovatively and healthy
Juices/drinks
Chiquita Italia S.p.A.
Chiquita Tropicals - the first full line
of tropical juices only!.
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 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, Latvia
Phone: +371-7517490…4
Fax: +371-7517495
Mob. phone: + 371-9208428
E-mail: [email protected]
web-site: www.leversa.lv
presentation updated on 2008, March 12