Executive Brief: today’s position snap-shot Moscow May 19, 2011
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Executive Brief: today’s position snap- shot Moscow May 19, 2011 OSCAR
description
OSCAR. Executive Brief: today’s position snap-shot Moscow May 19, 2011. OSCAR History of the company. OSCAR Current position – Key Indicators. Purchases, kUSD. Sales, kUSD. 9 537. Steady growth of Sales and Purchases. Positive trend for the future development. - PowerPoint PPT Presentation
Transcript of Executive Brief: today’s position snap-shot Moscow May 19, 2011
Executive Brief:today’s position snap-shot
Moscow May 19, 2011
OSCAR
OSCAR History of the company
OSCAR Current position – Key Indicators
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2009 2010 2011
Boys Games FisherPrice Entertainment Dolls
Sales, kUSD
9 455
16 310
20 904
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2009 2010 2011
I&P Games Entertainment Weels Girls
Purchases, kUSD
+28%4 733
6 619
9 537
Good diversification - stability of business: TOP-10 customers - 42% of total turnover.
+40%
+44%
Steady growth of Sales
and Purchases.
Positive trend for the
future development.
OSCAR Current position – Organizational Model
General Manager
CIS Sales Manager
Sales Director
Import Manager
Marketing Director
Financial Director
Assistant
SD Moscow
SD Region
Assistant Brand Manager (4)
Trade/Promo Manager
Training Manager
Supervisor (2)
Moscow (15)
Key Acc Manager (5)
Key Acc Manager (3)
Sales Rep –regions (9)
Warehouse Manager
Workers (29)
Chief Accountant
Accountant (2)
Customer Service (3)
Assistant
Regions (4)
Organizational structure of the company is in compliance with functional requirements of the business and can be easily expanded without principal
changes in the model
91 e
mpl
oyee
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OSCAR Current position - geographical presence: today’s situations and further ambitions
Warehouses: - current (Moscow, Saint-
Petersburg, Rostov) - new
Sales Representatives: - current - new
- regions with Oscar presence (RF) - regions with Oscar presence (CIS) - expansion regions
TODAY: Sales Representatives and Agents in 10 key regions of RussiaPresence in CIS countries (Kazakhstan, Belorussia, Armenia, Georgia)
PLAN 2011-2015: To expand to another 7 perspective regions of Russia (Volgograd, Nizhny Novgorod, Kazan’, Ufa, Perm’, Omsk, Sakhalin)To strengthen the geographical and business positions on Russian and CIS markets
OSCARKey development goals and strategy features:2011-2015 years
Complex Business Strategy including:Flexible and customer oriented sales approach;Improvement of logistics model (opening new warehouses);Employment of new sales representatives in regions and CIS countries; Active Marketing and PR policy, targeted and consistent advertising campaigns
OSCARMarketing Budget: General Approach
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HASBRO
LEGO
MGS / SpinMaster
De Agostini
Matell / Oscar2
YEAR 2010: TV Promotion expenses, KUSD
2.8% of total costs for TV promo
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1 000 000
2 000 000
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2011 2012 2013 2014 2015
2 535 5083 238 678
4 048 3485 060 435
6 492 169
500 000
1 221 208
1 933 826
2 940 297
2 966 628
Additional Budget Needed Current A&P condition
PROMO BUDGET - BENCHMARKS
Effective marketing strategy is indispensable for stable sales growth, therefore Oscar regards investment in marketing as the locomotive of development strategy.
PROMO BUDGET – OSCAR’s APPROACH
Marketing Investments from Marketing Investments from ToyDiCo/OSCARToyDiCo/OSCAR in 2000-2010 in 2000-2010 5’400 KUSD
OSCAR Commercial Strategy 2012-2015
OSCAR: Long-Term investments in Commercial development
GOAL RESOURCE INVESTMENT
Improvements of the logistics model
Extra warehouse capacity (1200 m2), new warehouses locations
520 KUSD
Functional support of updated logistics model (extra employees, back-office, transport, etc.)
Minimum 320 KUSD
Developing of new accounts, geographical expansion
Sales managers (Key Accounts)Sales representatives (Regions)
Minimum 250 KUSD
Extra office spaces and locationsMinimum 210 KUSD
TOTAL OSCAR’S INVESTMENTSMinimum
1300 KUSD
OSCAR and MATTEL - 2011-2015: COMMON EFFORTS on Russian & CIS markets
Credit terms on shipments (from DI – 90 days, from EU – 120 days)
Guarantees for Oscar (4-years contract)
Consideration for take-over of distribution system of OSCAR by MATTEL (long-term)
PLUS
RUSSIAN MARKETBig Opportunities accompanied by Big Risks
Growing economy, but significant difficulties for business development
Opportunity to increase Total Sales up to 60 MUSD by 2015
that means to triple the turnover in 5 years and to strengthen leading positions in key segments of Russian toy market
