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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 being imported the first truck of
rapeseed oil from Belgium.
•
Vice Versa was also established in 1993 and as a distribution company
served Latvian food producer “Kok & Co” dealt with manufacturing of
mayonnaise and tomato products.
•
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 TEAM
Most of all we proud about very low personnel rotation in company.
60% of associates (except logistics) work with us 10 years or more
but 80% of them work in company 5+ years !
There are a few who work since 1993.
All staff on all positions, even warehouse workers and drivers are
individually motivated for better performance achievement.
Nobody receive just a straight salary.
Everyone works on a principle “the better performance – the larger
compensation”.
The company provides the space where people are able to realize
their professional interests and ambitions; the staff pay back with
loyalty.
Structure
General Manager
SALES
MARKETING &
PROCUREMENT
LOGISTICS
20 persons
5
22
ACCOUNTING
4
IT
1
We do consider our simple 1-level structure as our
competitive advantage provided quick internal information
flow and responsiveness to any market signals.
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 16 sales representatives who call on retail outlets
and sell our products to retailers in their districts.
All regional sales reps are equipped by company’s passenger cars.
All sales reps send orders just received in store from their portative computers directly to
the central computer system with a help of GPRS.
Important to note that with our product portfolio containing just 400+ SKUs our sales
reps are still able to sell rather than just collect orders like it’s happenned in many
companies with assortment of some thousands SKUs.
Key-account managers present brands and negotiate listings, prices, assortments,
promotions and other conditions with ALL national and regional retail chains.
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.
TWO sales forces to strengthen quality
TYPE OF SALES FORCE
MASS-MARKET
STRATEGY
SALES CHANNELS
16 sales reps covering > 2000
active customers directly
Average income per person
“not low”
Different sales channels – retail
stores, open markets, wholesale
4 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
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
- 1900 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 time outside Riga: 48 hours
DISTRIBUTION CENTER
The market is fully covered by our logistics services
We represent local and international brands
BRAND
CATEGORY
PRINCIPAL
BRIEFLY ABOUT …
Mayonnaise,
ketchup, vegetable
preserves
Our own brand
100 various SKUs. Production is
sourced in Latvia, India, Italy,
Vietnam, Romania, Spain, Thailand
Non-alcoholic drinks
Ilgezeem, Latvia
Specialist and market leader of
natural malt-based drinks
Tuna preserves
Bolton Alimentary, Italy
N1 in Italy and in many European
countries!
Natural mineral
water
Darida, Belarus
Market leader among imported
mineral waters in Latvia
Plant-based food
and drinks
Alpro , Belgium
European pioneer and market
leader
Convenient food
AS Salvest, Estonia
N1 in Estonia and Baltics
Snacks
S.I. Group, Ukraine
Pasta
Adriana, Czech Republic
Edible oils,
mayonnaise
Bunge, multinational
Salty rusks - innovative snack,
Undisputable market leader in
Ukraine. Export-orientated
Large Central European
manufacturer
One of the largest agrifood
processors worldwide
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 largest 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? пЃЉ
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”
8b Uriekstes str., Riga, LV-1005, Latvia
Phone: +371-7517490
Fax: +371-7517495
E-mail: viktors.b@leversa.lv
www.leversa.lv
presentation updated on 2013 Sep
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