developments in romania - iwl ag · pdf filealbalact simultan brailact zott others. 6/29/2008...
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6/29/2008Prepared by
Romulus Dumitru1
Developments in Romania
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6/29/2008Prepared by
Romulus Dumitru2
Agenda :
RomaniaDairy marketDelacoOpportunities
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6/29/2008Prepared by
Romulus Dumitru3
Population : 21.584.365 peopleSurface : 238.391 km2
RomaniaRomania
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6/29/2008Prepared by
Romulus Dumitru4
RomaniaRomania
About Romania :
Latin country
grey or black market became every day more white
new Romanian businesses growing fast
lack of infrastructure
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6/29/2008Prepared by
Romulus Dumitru5
RomaniaRomania
Necessary information :
part of EU since January 1,2007
November 2008 parliamentary election
policy will focus in the short term on health ,education and infrastructure
2013-2014 Romania will adopt Euro
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6/29/2008Prepared by
Romulus Dumitru6
RomaniaRomania
Necessary information :
flat tax of 16% for personal income and corporate profit
the economy is based on services and construction which increase the GDP with 8.2 % for first 3 months of 2008
unemployment rate is 3.9 %
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6/29/2008Prepared by
Romulus Dumitru7
RomaniaRomania
Necessary information :
5 highways under construction
1 airport under construction (Brasov)
foreign direct investments 2007 : 7.2 bln.Euros
Romanians who works abroad starts to come back
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6/29/2008Prepared by
Romulus Dumitru8
RomaniaRomania
Key indicators* 2007 2008 2009 2010 2011 2012Real Gross Domestic Product (GDP) growth (%) 6.0 6.0 5.0 4.2 3.6 3.0Consumer price inflation (av ;%) 4.8 7.5 4.5 3.6 3.2 2.7General government budget balance (% of GDP) -2.5 -3.0 -2.5 -2.4 -2.3 -2.3Current-account balance (% of GDP) -13.7 -15.1 -13.5 -12.4 -12.1 -11.1Commercial bank lending rate (end-period;%) 15.0 12.6 11.0 9.0 8.0 7.0Exchange rate Lei : E (av) 3.3 3.6 3.5 3.5 3.4 3.4
*National Statistics Institute
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6/29/2008Prepared by
Romulus Dumitru9
RomaniaRomania
Labour costs 2008 vs 2007 Romania vs HungaryLabour costs 21.6%Minimum salary 140 E 14.0%Average salary 351 E 22.0% -20.0%
IT sector 30.0%Project Manager 20.0%
Financial 14.0%*National Statistics Institute
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6/29/2008Prepared by
Romulus Dumitru10
~ 1,0 billion EUR
Divided among lots of local traditional cheese sort producers
Highly concentrated in few categories
The Dairy MarketThe Dairy MarketRomaniaRomania
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6/29/2008Prepared by
Romulus Dumitru11
The Dairy MarketThe Dairy MarketRomaniaRomania
Romanian dairy market12%
10%
5%
5%
4%
4%
60%
Friesland Danone Hochland Albalact La DornaDelaco Others
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6/29/2008Prepared by
Romulus Dumitru12
The Dairy MarketThe Dairy MarketRomaniaRomania
Fruit youghurts market share
66.6%
8.2%
6.8%
3.2%
2.8%
1.5%
1.3%
1.1%
8%Danone
Friesland
Tnuva
Campina
Albalact
Simultan
Brailact
Zott
Others
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6/29/2008Prepared by
Romulus Dumitru13
The Dairy MarketThe Dairy MarketRomaniaRomania
Processed cheese market share
76.1%
4.1%
3.0%
2.9%
1.9%
1.1%
10.80%Hochland (Hochland)
Gordon (Gordon)
Oke (Friesland)
Del (Rupp Kaseexport)
Apetito (TPK Cehia)
Paulact (Paulact)
Others
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6/29/2008Prepared by
Romulus Dumitru14
The Dairy MarketThe Dairy MarketRomaniaRomania
Yellow cheese market share
18.1
16.9
14.2
5.1 3.5
2.9 2.8
2.2
2.1
1.7
30.6
HOCHLAND
FRIESLAND
DELACO ROMANIA
FIVE CONTINENTS FETESTI
LACTO SOLOMONESCU SRLROMANIA
DORNA LACTATE
PRIVATE LABEL
GORDON PROD ROMANIA
THEREZIA MURES
SAN LACTA SLOBOZIA
Others
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6/29/2008Prepared by
Romulus Dumitru15
The Dairy MarketThe Dairy MarketRomaniaRomania
Dairy products annual consumption per capita
France : 33.7 kg
Germany : 33.6 kg
Bulgaria : 16.2 kg
Romania : 5.4 kg
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6/29/2008Prepared by
Romulus Dumitru16
The Dairy MarketThe Dairy MarketRomaniaRomania
Growth rate of dairy market : 30 % per year (the most dynamic sector)
90 % people likes cascaval (yellow cheese)
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6/29/2008Prepared by
Romulus Dumitru17
Delaco Distribution (DD) located in Brasov, the center of Romania -450 km distance to the country border
DD started business in 1996 by producing fresh dairy products
Starting with 2000, it went on just with cheese sorts distribution
One of the most important player in the Romanian dairy market
DELACODELACOFacts & FiguresFacts & Figures
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6/29/2008Prepared by
Romulus Dumitru18
Sales forcemerchandisers sales representativessupervisors
Own car fleet, refrigerated trucks 1,5t-18 t
Refrigerating warehouses capacity 4000 pallets
Picking facility for 350 items
DelacoDelacoLogisticsLogistics
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6/29/2008Prepared by
Romulus Dumitru19
24h delivery all over the country, national coverage
Facility in which we make:slicing packing labeling
400 employees
Certified ISO 22000 by SGS
DelacoDelacoLogisticsLogistics
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6/29/2008Prepared by
Romulus Dumitru20
350 SKU
Traditional Romanian cheese sorts Cascaval (yellow cheese)Telemea (white cheese)
Processed cheese – bars, portions, slicesFeta, mozzarella, emmentaller, blue CheeseUHT Milk ,coffee cream ,butterFresh dairy, yoghurts, dessertsSoya drink, shakes
DelacoDelacoProductsProducts
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6/29/2008Prepared by
Romulus Dumitru21
Own brands
National Exclusive Distributor for products
Private Label under the brands Aro, Tip, Clever, No1, Vian , Boni, 365
Exclusive brands Mok, Rustic, Bonnieux etc.
12%7%
16% 65%
Delaco +Del ZottPrivate Label Others
DelacoDelacoBrandsBrands
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6/29/2008Prepared by
Romulus Dumitru22
DelacoDelacoBrandsBrands
Old logo New logo 2007
Rebranding
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6/29/2008Prepared by
Romulus Dumitru23
2500 direct clients
KA such as Metro, Billa, Selgros, Carefour, Plus, Kaufland, Cora, Rewe, Penny, Delhaize, Real, Pic, ArtimaSPAR, Auchan, Profi, Intermarche etc. 67%
33%
Key Accounts Distribution
DelacoDelacoClientsClients
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6/29/2008Prepared by
Romulus Dumitru24
The products come from:
Germany, Austria, Holland, France, Hungary, Bulgaria
Romania - EU approved producers
We are distributors for Zott, Bergader , Mona Naturprodukte
DelacoDelacoSuppliersSuppliers
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6/29/2008Prepared by
Romulus Dumitru25
Create new trends on the dairy market
Always new products, new packing solutions
In store activity - sampling, tasting
Aggressive price policy
Active in all promotional brochures both at national and local level
Presence at national and local fairs
DelacoDelacoMarketingMarketing
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6/29/2008Prepared by
Romulus Dumitru26
DelacoDelacoMarketingMarketing
More than 2.000.000 Euro investment in marketing activities in 2007 (Delaco and Del brands):
TV campaign InternetMagazinesContestsOutdoorPR campaign Branded cars, trucks, clothesSampling
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6/29/2008Prepared by
Romulus Dumitru27
DelacoDelacoMarketingMarketing
What something else about Delaco ?
Let’s see the Delaco commercial !
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6/29/2008Prepared by
Romulus Dumitru28
DelacoDelacoMarketingMarketing
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6/29/2008Prepared by
Romulus Dumitru29
DelacoDelacoTurnoverTurnover
0
20
40
60
Mio.Euro
2003 2004 2005 2006 2007 target2008
Turnover
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6/29/2008Prepared by
Romulus Dumitru30
OpportunitiesOpportunities
Delaco 2007 vs 2006 evolution :
+ 96 %
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6/29/2008Prepared by
Romulus Dumitru31
OpportunitiesOpportunities
What we have ?
growth potential
less start-up cost than other European countries
possibilities to launch new brands ,new products and new services
purchase power is growing
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6/29/2008Prepared by
Romulus Dumitru32
What we need ?
know how
capital
management
logistic knowledge
OpportunitiesOpportunities
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6/29/2008Prepared by
Romulus Dumitru33
OpportunitiesOpportunities
Just one conclusion :
Romania has big business opportunities
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6/29/2008Prepared by
Romulus Dumitru34
Thank You !