CYROM Romania S.R.L . CYR M Romania Originally established as PLATINIUM LEAF SRL in 2002, we were...
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Transcript of CYROM Romania S.R.L . CYR M Romania Originally established as PLATINIUM LEAF SRL in 2002, we were...
CYROM Romania S.R.L
www.cyromromania.ro
CYR M RomaniaOriginally established as PLATINIUM LEAF SRL in 2002, we were re-branded as CYROM Romania SRL at the beginning of 2005.Formerly a producer of cigarettes - under a license from Austria Tabak. CYROM Romania SRL is part of the CYROM GROUP and from the end of 2008 Pfanner Austria was involved as a shareholder in CYROM Romania. Since the end of 2009 CYROM Roamania is own entirely by PFANNER HOLDINGS A.G. Today, we are one of the leading distribution companies on the Today, we are one of the leading distribution companies on the Romanian market.Romanian market.
A dedicated team of 12 Area Sales Managers and 3 Key Account Managers together wit 58 merchandisers makes sure that the brands which form our portfolio reach all our final consumers. Their work is completed and sustained by an excellent logistics team which organizes deliveries and uses 1 warehouses (totalizing 3000 sqm located just outside of Bucharest)
We focus our distribution, especially from the end of 2008 mainly on International Key Account – almost 90 % of our yearly turnover
We are covering the rest of Romanian Market with it's small shops and special structures together with our 44 local Distribution-Partners.
We are acting as an importer and representative in :trade planning
marketingMerchandising
customer servicing and as distributor for imports with emphasis on food and beverages.
www.cyromromania.ro
Sales Team 75:•1 Sales Manager•12 Area Sales Manager• 3 Key Account Manager•1 Sales Representative•58 Merchandising
Logistic 42 :• 1 Manager• 3 Conducere sef-servici• 4 Accounting Banking• 2 Storeman• 30 Workers• 2 Administative
Other departaments 22:• Importur(1)• Financial(2)• Human Resources(1)• IT(1)• Marketing(2)• PSI(2)• Administrative(6)• 2 Others (7)
Total EmployeesTotal Employees ::139 139
www.cyromromania.ro
Flow Chart
Manager
Human Resources
Depart
PSIDepart
AdministrativeDepart
FinancialDepart
ITDepart
LogisticsDepart
Sales Manager
SalesRepresentative
Area Sales Manager
AsistentManager
Area SalesManager
MerchandisingMerchandising
Import/ExportDepart
MarketingSpecialist
GraphicDesigner
Head Depart Transp
CiefDeposit
TrainerBookkeeper
AsistentManager
Secretary DriverMaidAdministrative
Clerk
AccountantAccounting banking
Storeman Administrator
Forklift Cargo
handling
InvoiceIssuer
Maid Driver LeaderDiscretion
Distribution
International KA directly3 KA Managers41 Merchandisers Sustained by Area Sales Mng.
Modern Trade
Traditional Trade
Dist. Partner (44) indirectly7 Area Sales Managers15 Merchandisers Deliveries to:
B+ (Supermarkets)B0 ( Sm. 21-40 sqm)B- ( Minimarkets <20sqm)
www.cyromromania.ro
530International KA
SALESMANAGER
5 KA
Managers
7 Area Sales Managers
41Merchandisers
15Merchandisers
44Distribution
Partners
76Hypermarket
238Supermarkets
236Hard Discounts
200 Local
Supermarkets
800Traditional
Trade
125Horeca
CYROM
42Cash & Carry
END CONSUMER
Logistic
Warehouse
• 2900 sqm, Bucharest
• 3300 pallets
• 4 levels shelves
• 5 re-packaging machines
Employees
• 2 Managers
• 3 Administrative
• 2 Storekeeper
• 28 Workers
Transport
• deliveries to Bucharest <24hours
• deliveries to counties <48 hours
• weekly delivery program
Import
• Truck max. 24 tones
• Direct train access
www.cyromromania.ro
www.cyromromania.ro
Key Accounts CASH & CARRY
METRO
SelgrosPart of REWE Group
HYPERMARKETS
Carrefour
RealPart of METRO Group
CoraPart of Delhaize Group
Auchan
SUPERMARKETS
Kaufland
BillaPart of REWE Group
Mega ImagePart of Delhaize Group
Interex
DISCOUNTERS
PlusBought by LIDL
ProfiPolish Enterprise Fund VI
PennyPart of REWE Group
Key AccountsActivating in Romania
Development
2,2
3,9
6,8
12,3
16
1415
1
4
7
10
13
16
19
22
2004 2005 2006 2007 2008 2009 2010
Turnover Million Euro
The total turnover achieved by CYROM in Bucharest in the 2005 fiscal year is €3.9 million. The sales figures revealed an increased turnover of 40% versus 2004.
The continues development of distribution played a key role in our success. Also diversifying our portfolio of brands lead to higher turnover.
On 2009 because of the crises our turnover was €14 million but we are still on 1 place at 100% juice category and we have 1 third from the olive oil Romanian market.
Our turnover in 2010 year was €15 million.
Our expectations for 2011 year are €16 million based on:
More focus on the IKA – to grow over 90% from yearly turnover
New portfolio of brands to be added and also enlarging the volume of private labels for IKA
www.cyromromania.ro
Portfolio
Imported in Romanian trough CYROM Romania since 2004 and market leader in Romania in premium natural juice. www.pfanner.com
Premium mineral and near water products.No.1 Austrian Mineral water. With CYROM since 2005. www.voeslauer.com
I. DrinksPfanner is imported since 2004 by Cyrom nowadays it is on the juice segment nr. 1 in Romania.
The Concept:Food & Beverage means: Basic Food, Coffee – Tea – Sweets and Beverages.The first step was to ensure a solid base for future business development, one that would create high volumes and recognition among consumers. Cyrom operates in the beverage area within the following segments: 100% Juices, Nectars, Still Drink, Ice Tea, Mineral water and Energy drinks.In our long term development we consider to make steps also in importing light and strong alcoholic beverages.
www.cyromromania.ro
The German company belongs to the Pfanner group of companies. www.pfanner.com
The newest partner of CYROM Romania is present on the Romanian market since the 2009 www.eichbaum.de
Portfolio The Concept:Our strategy was to find a suitable producer of a premium product in a market segment with future growth potential.In the food segment we had our first entry with Monini. During 2009 we start to produce private labels for most of the IKAThis year we came to the conclusion that the fundament in this direction is strong enough to enable us to introduce new brands on the Romanian market.
Premium Olive Oil from Italy. No.1 Italian Extra Virgin Olive Oil and imported trough CYROM Romania since 2005. www.monini.com
II. Basic FoodMonini is imported since 2005 by Cyrom, nowadays it is on the olive oil segment nr. 2 in Romania.
&
Cyrom Romania start in September 2008, with Milford – the Tea from Germany. www.milford.de
III. Coffee – Tea – Sweets Cyrom first step in this segment.
V. Own Brands
To meet the latest market demand, for quality products at a affordable price, Cyrom Romania developed their own brands:
IV. Private LabelCyrom is also producing in Spain olive oil and in Malaysia palm oil for the following International Key
Accounts:
• Stardoro, palm oil from Malaysia, is the first brand of the company came to meet the increased requirements are received in the market for this product. Under this brand our company planned to develop a complete range of base food products.
• Olivoni olive oil range, produced in Spain, was created by our company to offer to the Romanian consumers the high-quality of the Spanish oil at reasonable prices
Marketing Strategies to be used: extensive (Ho-Re-Ca, inland
distributors, new Key Account development)
intensive (specialized distribution for Ho-Re-Ca, increase range of product, merchandising)
Tools: promotions, bonuses,
contests, discounts, training for agents, promo packaging
Implementing strategies - objectives:
stimulating the sales force stimulating retailers
Purpose: increase sales volume increase number of active
clients
Objectives:1. Increase brand awareness;2. Reward customer fidelity;
How: Tasting activities - advantages: - direct contact with consumers- increase trial rate of old and new
products- direct communication of product’s
characteristics- increase of sales in real time.
Marketing
Advertising in B2B magazines:
Objectives:1. Increase brand awareness2. Increase numerical and weighted
distribution
Advertising in:- Progressive Magazine- Piata Magazine- Evenimentul Zilei- Ziarul Financiar
Marketing
Advertising in B2B magazines:
Marketing
Marketing Special offers/promotions
Objectives: Increase sales Increase brand awareness Reward customer fidelity
How:Special Promo offers - advantages:
direct contact with consumers increase trial rate of old and new
products direct communication of product’s
characteristics increase of sales in real time.
Traditional Trade/HoReCa
Objectives: Stimulating the Traditional Trade Stimulating the HoReCa channels
– promotional materials: glasses, “biscuits”- glass support, menu
display, time table display, - brand awareness projects:
refrigerators branded with Pfanner;
Stimulating our Distribution Partners Increase Sales Increase Brand Awareness
Our Goals
To become one of the most reputable Trade Houses
To obtain the International Quality Certificate for Distribution Services
To extend the Traditional Trade distribution coverage.
To complete our customer and marketing services
To develop the import and logistic services.
To maximize the brand potential
www.cyromromania.ro
Why Cyrom?
Specialized Import and Logistic Services
Our partnerships are based on transparency.
We have the “know-how” to implement any desired market strategy.
Specialized Services in Marketing and Merchandising
Specialized Commercial Services for all distribution channels
Specialized Services in Market Survey and Market Analyze
Specialized Storage and Promo Re-packing
The brand “Cyrom” represents a guarantee in front of buyers
www.cyromromania.ro