LIFTEC CZ PHARMA DIVISION PRESENTATION 2015pharma.liftec.cz/uploaded/filemanager/Predstaveni... ·...

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LIFTEC CZ PHARMA DIVISION PRESENTATION 2017

Transcript of LIFTEC CZ PHARMA DIVISION PRESENTATION 2015pharma.liftec.cz/uploaded/filemanager/Predstaveni... ·...

Page 1: LIFTEC CZ PHARMA DIVISION PRESENTATION 2015pharma.liftec.cz/uploaded/filemanager/Predstaveni... · 2017-03-16 · LIFTEC CZ HIGHLIGHTS LIFTEC CZ is multichannel distribution company

LIFTEC CZ

PHARMA DIVISION

PRESENTATION 2017

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LIFTEC CZ HIGHLIGHTS

LIFTEC CZ is multichannel distribution company operating since1991.

LIFTEC CZ is distributing brands such as elmex, meridol, Colgate, Philips, Kneipp, Salus Floradix, Dr. Böhm, Liftea and Čajánek.

LIFTEC CZ has more than 25 years of the experience on CZ and SK markets.

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LIFTEC CZ INTRO 1 - HISTORY

•Kneipp - German # 1 in bath - since 1891 on the market

•(pharmaceuticals, food supplements and cosmetics)Since 1991

•Čajánek® (baby natural teas) - LIFTEC CZ PL brand

•Granulated

•LooseSince 2000

•GABA - Swiss oral care expert

•elmex®, meridol® brands on the Czech market Since 2002

•Liftea® - since 2005 - LIFTEC CZ PL - food supplementsSince 2005

•Linde - founded in Germany in 1879

• Healthcare products ( Optichambers, Oxyfit)Since 2006

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LIFTEC CZ INTRO 1 - HISTORY

•Colgate® - USA based corporate company - Oral care expert

•in pharmacies only – Colgate & Protex brands

•PHILIPS – Dutch company - inhalatorsSince 2008

•Salus Haus - German company - 100 years on the market

•Pharmaceutical products, food supplements, (natureingredients)

Since 2011

• LPSDA - French company - DentibabySince 2012

•Apomedica company - Austria #1 in food suppl, #2 in pharmaceuticals on Austrian market

•Dr. Böhm, Apomedica Med, LUUF and Lasepton brandsSince 2014

•SUNLIFE - German company

•Food suplementsSince 2015

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LIFTEC CZ INTRO 1 – HISTORY – 2017 – UP-DATE

•LIFTEC CZ bought by new investor

•LIFTEC CZ became a part of biggest SPA group in CZ

•Luhačovice SPA

•Jáchymov SPA

Since 2016

•YEAR OG BIG CHANGES AND OPPORTUNITIES2017 PROJECTS

•E_COMMERCE PROJECT

•HEALTH - FOOD SHOPS PROJECT

•SPA PROJECT

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2017 – HEALTH – FOOD SHOPS PROJECT

LIFTEC CZ = is also a distributor to HEALTH & FOOD

ORGANIC SHOPS

The aim of LIFTEC CZ is to become one of 3 biggest distributors in HEALTH

FOOD SHOPS in the country

How to be different?

Our aim is to bring new very high quality products to the country:

Organic cosmetics and organic food

Design also matters: with new modern design

What is our added value?

To support customers with high quality services + „Above the level“ services

Marketing beyond the borders: interactive workshops (BTB, BTC), showrooms, bloggers,

influencers, contests, loyalty programs, special editions, cash back programs, etc

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2017 – SPA PROJECT

LIFTEC CZ has become part of biggest SPA group in Czech Republic – both wellknow SPAs:

SPA Luhačovice

SPA Jáchymov

Liftec is going to be a main supplier

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LIFTEC CZ INTRO 2 - STRUCTURE

• Selling pharma goods

Pharma division

• Selling print machines and services

Technical division

LIFTEC CZ

Founded

in 1991

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LIFTEC CZ INTRO 3 – STAFF ORGANISATION

LIFTEC CZ has 30 office employees, 8 sales representatives in pharma division and

20 employees in industrial printing division.

LIFTEC CZ has experienced people in departments marketing, sales, logistics,

financial controlling, accounting, etc.

LIFTEC CZ is flexible in human resources management.

Different channels are handled by their needs:

Retail and pharma chains by KAM under sales director leadership

Wellness, spa and e-shops by KAM under sales director leadership

Pharmacies and MED = doctors by sales representatives (SR) under sales director

leadership

Marketing&Trade marketing is organized according to brand management and

closely cooperates with sales, logistics and financial departments.

Logistics department covers also warehousing services.

Financial and account department support whole company – both divisions.

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LIFTEC CZ INTRO 3 – Pharma Organigram

Executivemanager

Pharma Director

Sales& Marketing Manager

Sales Dep

KAM Sales Rep

MarketingRegulatory& Scientific

Logistics

Warehouse

FinancialDirector

Finance & Accounting

Technical division director

Industrial printing structure

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LIFTEC CZ INTRO 4 – DISTRIBUTION CHANNELS

PHARMA(Pharmacies,

Doctors –GYN, PNE, PED, GP)

DRUGSTORES

MASS MARKET

=

RETAIL

HEALTH FOOD STORES

SPA & WELLNESS

E-SHOPS

LIFTEC CZ WAREHOUSE

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LIFTEC CZ INTRO 5 – PERFORMANCE

Sales 2016 T CZK T EUR

Pharma Division CZ&SK 130 670 4 836

Printing Division CZ 98 601 3 649

Printing Divison SK 63 639 2 355

TOTAL 292 913 10 842

44%

34%

22%

Pharma Division CZ&SK

Printing Division CZ

Printing Division SK

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LIFTEC CZ INTRO 5 – PERFORMANCE Highlights

• 2016 YoY pharma division growthin turnover +8%

• 2016 YoY Salus brand growth in turnover

• 2016 YoY Liftea PL brand growth in turnover +84%

LIFTEC CZ = GROWING TREND OVER PAST YEARS

+107%

• 2016 YoY Dentibaby brand growth in turnover +130%

• 2016 YoY Apomedica growth in turnover +63%

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LIFTEC CZ INTRO 7 – COMPANY STRATEGY

LIFTEC STRATEGY:

Our aim is to build up brand awarness of our brands and

products, educate people via appropriate brand equity

marketing tools.

Our task is to build up both numerical and weighted

distribution.

We invests into PR and marketing advertizing.

We build up high quality sales & marketing teams.

We tailor our activities to meet customer, shoppers and

consumers needs.

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Pharma channel

Total market Total market Pharma channel

LIFTEC CZ INTRO 8 - BRANDSOral care Food supplements

Inhalators &

Optichambers

Total market

Cosmetics

SPA & WELLNESS

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LIFTEC CZ INTRO 9 - TOP bestsellers

Liftea

Liftea Food supplPharmaceutical

Kneipp

cosmetics

Kneipp Food suppl

Oral care Natural Tea

Apomedica

Salus Food suppl

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BRAND elmex & meridol

GABA founded in 1638 as Golden Apotheke Basel in

Switzerland, since 2006 owned by Colgate Palmolivecompany.

ORAL CARE EXPERT

Toothpaste, Toothbrushes, Mouthwashes, Interdental care

G-T-M Strategy:

Professionals – doctors – OC team calls(Colgate company),

congresses, Digital markting

Pharmacy – SR team calls (LIFTEC CZ), detailing

Promo activities, POS, sampling, education, detailing, congresses

Consumer – media campaigns - magazines, etc., doctor&pharmacists recommendation

Detailed info in brand

presentation attached

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BRAND LIFTEA

LIFTEC CZ private label brand

Food supplements using traditional herbs such as St. Johns Wart,

Baldrian, Hawthorn, Mistletoe, Passionflower, Rosehip, Sage, Nettle,

Dandelion, Birch Tree, etc

Diggestives

Laxactives

Calming stres, nerves, for good sleep

Blood circulation

Flexible production

We are able to produce novelty within 2-3 months

High quality ingredients - extracts

Pharma oriented visuals (but selling both in pharma and retail

market)

Dynamic brand turnover growth - 64% YoY

Detailed info in brand

presentation attached

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BRAND SALUS Salus is german family company founded by Dr.

Med. Otto Greither in 1916.

Range of food suplements under brand SALUS:

Floradix – liquid Ferrum form, now available in

tablets too

#1 Liquid food supplement with

Ferrum in country and worldwide

One of the best selling LIFTEC CZ

product, dynamic growth +107% YoY

Floradix Kindervital – multivitamin withCalcium

Novelties:

Gallexier

Magnesium LiquidDetailed info in brand

presentation attached

Since 1916 - 2016

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BRAND Dr. BÖHM – Apomedica

Apomedica is Austrian leading company in pharmaceutical business.

Founded in 1968 by Friedrich Böhm, Mag. pharm, M.D

Market Position:

No.3 on the Austrian OTC market (among 834 companies)

No.1 on the Austrian food supplement market (among 703 companies)

No.1 OTC brand in Austria*: Dr. Böhm®

LIFTEC CZ managed to be an exclusive distributor in 2014

LIFTEC CZ increased the YoY sales in 2015 by 70% and overachieved the target, in 2016 YoY +63%.

LIFTEC CZ is closely cooperating with Apomedica

Marketing planning

Media planning

Sales planning

Cycles planning Detailed info in brand

presentation attached

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BRAND Kneipp

Kneipp company founded in 1891.

Father Kneipp was refounder of water therapy.

His cure was based on 5 pillars of healthy living:

LIFTEC CZ is distributing Kneipp brand since 1991.

LIFTEC CZ sells KNEIPP brand across the market (Pharmacy, SPA, Health stores, Retail, e-shops, etc).

LIFTEC CZ 2015 YoY sales growth was 23%.

Now selling mainly to SPA

"Nature has provided us generously with

everything we need to remain in good

health"Sebastian Kneipp

WATER PLANTS EXERCISE NUTRITION BALANCE

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BRAND PHILIPS

LIFTEC CZ is distributing inhalators, optichambers and thresholds for PHILIPS:

Patented technology

Fast and highly effective action in shorter timing

High quality produts

Distribution channel: pharmacy, alergology, pneumology, final consumers

Products are fully paid by Health insurance

Optichambers

Inhalators

Threshods

Detailed info in brand

presentation attached

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LIFTEC CZ Go-To-Market Strategy

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LIFTEC CZ INTRO 10 Go-To-Market STRATEGY

• PR Media Campaigns

• Advertising

• Education – congresses

• ON – line, bloggers

ATL

• Customer Mkt. Tools

• IN store activities

• E-education & e-learning

• ON- line

• Newly in 2016 - Newsletter

BTL

To create Interest & Desire

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PR campaigns in CZ & SK In magazines

Liftec is publishing

PR, produts tip and

adverts in many

popular magazines

across wide target

groups in both CZ &

SK

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PR, media print campaigns

Elmex Gelée® – registered OTC product

• limited marketing tools due to legislation

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PR, media print campaigns

POS

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PR, media print campaigns

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PR, media print campaigns

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PR, media print campaigns

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PR, media print campaigns PHILIPS

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LIFTEC CZ Innovations

LIFTEC CZ is flexible in market research and novelty

implementation in order to meet consumer and market

needs

2015:

More than 20 new products in the range over past year

2 novelties of 2015 became #2 and #3 in dm category od food supplements / among

260 other products

2016:

The range of new products has been implemented in PL Liftea.

New medical product in Dr. Bohm Med

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Digital – e - marketing

Modern tool to:

Atract & Educate consumers, Promote & visualize products

Highly effective with focused target groups

Digital marketing – for professionals - new

Oral care educational tool for professionals – dentists – long term program to

increase dentists education level – guaranteed by authorities

Digital marketing – for consumers – cooperation with bloggers - new

Fashion

Health care

Cooperation with e-shops

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DIGITAL marketing – for professionals

Currently program under development

LIFTEC CZ - Our aim is sophisticated education

ON-line courses for

doctors

➢ Doctors get credits

➢ Program supported

by authorities

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Blogs

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Blogs

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Blogs

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Blogs

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LIFTEC CZ – WEB - Zdravotní poradna.cz

LIFTEC web sites and e-shopcurrently under reconstruction

• Will be innovative and more up-

to-date

LIFTEC CZ web sites „ Zdravotní

poradna“ offers:

• Education part divided by indications

• Novelty info

• Promo offers

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LIFTEC CZ – WEB – pharma.liftec.cz

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Sales team

CZ:

1 Sales Director

2 KAMs (CZ&SK)

1 Area Manager

8 Sales Representatives (SR)

SK: (daughter company)

1 Sales Director

1 Area Manager

5 Sales Representatives

SR – cover following areas:

• Pharmacy services /calls

• Spa calls

• Health care shops

services/calls

KAM – cover following areas:

• Retail market services,

• Spa services

• Chains services

• Centrally managed subjects

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Pharma team quality work

Distribution Detailing Display

Recomendation

to patient orconsumer

Productpurchase

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DATA & CRM & Information Systems

• VISION accounting system

• CRM system

• Direct sales – shipments

• Pharma wholesalers, retail partners, spas & wellness

SHIP_IN

• Phoenix data

• Distributors data

• SPRINX CRM

• SPRINX Pharmview

SELL_IN

• IMS pharma – shared data with CP -GABA only

• IMS pharma - shared by Apomedica

• Retail scan – dm, Globus, etc

SELL_OUT

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LIFTEC CRM in detail

• Input into system during the visit or straightafter

• Easy, fast and effectiveTABLETS

• Monitoring of visits process and call quality

• LIFTEC CZ inputs all questionnaires intosystem

Questionnaires

• Recommendation assurances

• SR calls

• Frequency, rating, coverage, etcMonitoring

• Sales reports

• SR performance reports

• Wide range of analysing toolsReporting

ON_LINE

ON_LINE

ON_LINE

ON_LINE

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MARKET OVERVIEW BY CHANNEL

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PHARMA MARKET OVERVIEWCZ:

Cooperation with all 4 pharma wholesalers:

Phoenix CZ, Alliance Healthcare, Pharmos and Via Pharma

Total market pharmacy panel = 2850 pharmacies ( IMS), LIFTEC CZ directly coversmore than 60% by 8 sales reperesentatives, the average in the country is around40%

(+1x yearly visits of uncovered market)

36% WSD are chains: 2 biggest Dr. Max (340 pharmacies) and BENU (170)

30% Independent pharmacies and 24% associates pharmacies

SK:

Direct cooperation with 3 pharma wholesalers:

Phoenix Sk, Medard, Unipharma

Total market pharmacy panel = 2150 pharmacies ( IMS), LIFTEC covers via

daughter company 50% of the market by 4+1 Sales representatives.

Strongest chains are Dr. Max Sk and Schneider.

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Photos from pharmacies

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Photos from pharmacies

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Photos from pharmacies

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Photos from pharmacies – independent

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Pharma E-shops and on-line marketing

We cooperate with the most important pharma e-shops in the country:

www.lekarna.cz

The biggest and oldest pharmacy-eshop - Belongs to Phoenix group

1 mio visits/month

25% YoY growth

Approx. 500 000 000 CZK TO/Year in 2015

Owns 55% of the pharma eshop market

www.pilulka.cz

Approx 2,5 years on the market, „younger but aggressively growing sister“ - triple

digit

800 000 visits/month

Approx. 300 mld. CZK TO/Year in 2015

www.drmax.cz

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Pilulka.cz

Seasonal

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Retail channel

We directly cooperate with all major retail chains in the CZ:

Dm drogerie (220 shops)

Rossmann (110 shops)

PK Solvent (Teta – czech national chain, around 600

shops)

Globus (15 Hypermarkets)

Tesco

Ahold

MAKRO (Metro)

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LIFTEC CZ successes at retail

•Supplier in Food supplements &

Health care products at dm#5/26

• Liftec has 2 products leading the

category of food supplements in dmProduct #2/264

Product #3/264

•LIFTEC CZ has top selling products

in category at TETA drugsTOP selling products

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Photos from retail

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Photos from retail

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Photos from retail

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Photos from retail

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Photos from retail

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E-shops and on-line marketing

We cooperate with number of e-shops:

www.parfums.cz , currently renamed NOTINO

#1 cosmetic & parfumery product e-shop

#3 e-shop in country

YoY growth +45%

www.krasa.cz + www.prozdravi.cz

#2 cosmetic & parfumery product e-shop, health care e/shop

www.feedo.cz

#1 baby e-shop

www.alza.cz

#1 e-shop in country

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HEALTH FOOD SHOPS

CZ – panel of 2 000+ stores - approx. / rapid growing trend

SK - panel of 1 000+ stores – approx

PL – panel of 4 000 ? stores (estimate)

Mainly under ownership, no chains

Strong on-line business

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Spa and wellness hotels

Traditional Kneipp channel

„Kneipp path“ = worldwide known water

procedure

LIFTEC CZ has long tradition in cooperating

with spa & wellness hotels in CZ, we sell

products for:

Spa procedures

Direct sales to consumers at receptions

Popular with clients – to get some presents

from spa

Current challenge - we need professional

packaging (5 kg or 10 kg bath salts, 1L or 5L

massage oils)

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NEW PROJECTs 2017

SPA AND WELLNESS PROJECT

LIFTEC to become a main supplier for Luhačovice and Jáchymov SPA

Consumer daily usage goods

Consumer gift sets

SERVICES

HEALTH CARE SHOPS PROJECT – B2B, B2C

Currently under implementation- opening soon

NATURAL COSMETICS

Focus on young consumers, fresh and trendy packaging, modern image

Focus on high quality products and healthy ingredients

OTHER SPECIAL PROJECTS

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LIFTEC CZ GLANCE SUMMARY

• LIFTEC CZ is flexible in employing rightpeople according to our needsHuman Resources

• LIFTEC CZ has free capacity in our ownwarehouseWarehouse

• LIFTEC CZ is more than 25 years on themarketExperience

• LIFTEC CZ is proactively developingbrands into growing trendsSuccess

• Liftec CZ insist on importancy ofeducational backround of our productsEducation

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Send your offers to address below:LIFTEC CZ spol. s r.o.

Počernická 272/96

108 03 Praha 10

Mail: [email protected]

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Thank you!