Retailing in Poland case of the Eurocash Group. Pero Martinho
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1 Retailing in Poland case of the Eurocash Group Pero Martinho Grupa Eurocash, Członek Zarządu 1
2 Eurocash Group
3 Eurocash the leader in branded goods distribution Biedronka Eurocash (pro-forma) Schwarz (Lidl+Kaufland) Auchan + Real Tesco Carrefour etro (Makro C&C FMCG) Intermarche Selgros Consolidation of food distribution in Poland Organic growth - further expansion of all formats - increasing clients loyalty - introducing new fresh categories Inorganic growth - market consolidation - introducing new retail formats * Data for 2006 presents Metro as Makro C&C + Real and Auchan without Real 3
4 Eurocash is the largest wholesaler in Poland, actively consolidating the market Eurocash Group market share estimated at app. 24% (with Kolporter pro-forma sales) Eurocash Group 24,2% 0 Others 58,3% Makro-FMCG (C&C) 6,2% Selgros -FMCG (C&C) 3,0% PHUP Gniezno 1,3% Polski Tytoń (T) 3,5% Bać-Pol 2,1% Alti (A;E) 1,3% 4
5 Eurocash the biggest retailer of branded goods without owning stores! Already today franchisees of Eurocash sell more branded products. Retail Sales of Branded Products Franchise Chains Hard Discounters.than all discount chains in Poland offering suppliers: Distribution of brand Choice for consumer Product placing and promotions stores outlets Source: Company data, Eurocash estimates PLN 16 bn PLN 14 bn 5
6 The Future of retail are traditional stores!
7 Small stores answer consumer needs PROXIMITY TIME SAVING QUALITY DIVERSITY NEW FOOD RETAIL BELONGING 7
8 The trend is global and retailers adapt World giants CHANGE FORMATS 8
9 Small format the strongest segment in Poland 100% Food retail structure 90% 80% % 60% 50% 40% 30% 20% Duży format Dyskonty Mały format 10% 0%
10 How to evaluate profitability in retail? Profitability means profit / resources What are the cost drivers? The most important resources retailers use? Inventory Space People 10
11 Profitability in Retail Gross margin return on Space (GMROS) Inventory (GMROI) Labour (GMROL) 11
12 Profitability in Retail Sales/ inventory GMROI % Gross Margin Sales/m 2 m 2 / inventory m 2 / FTE GMROS Sales/FTE GMROL 12
13 Analysing a retail business the Pentagon and the Triangle Place Systems Promotion Product Suppliers Supply chain People Price 13
14 Eurocash group different business units Eurocash cash&carry Eurocash Alkohol Eurocash Dystrybucja 5 thousand SKUs. Fast movers. Few regional products. Few fresh products. Best basket shopping, across all categories, both in promo and normal. 3 points below Makro Bi-weekly folders. Everyday sms. Customer card with CRM fueled promotions 190 depots in towns > 25ths. Store size 1500sqm. Self service. Check-out only contact. Abc customers have program with meetings, trips and some training 10 thousand SKUs in Alkohol. All sizes, all price points. Imported and national Hi-Lo strategy. Discounted promotions, stable normal prices. Low prices in mainstream connected with sales of higher margin products. Packs low margin with high margin products. Sales reps can negotiate with customer 60 depots delivering to customers with own transport Sales rep dedicated and knowleadgeable on alcolhol. For restaurants and bars same day delivery, even small quantities. 12 thousand SKUs. All categories food, drinks and detergents. Sizable regional products. No niche products Stable prices per producer. Competitive proces with other active wholesalers, 2-3% more expensive than cash&carry Weekly promotions to franchisee s consumers. Agressive pricing on promotions. Promotions connected with sales objectives 8 distribution centers with 2 temepratures delivery trucks Universal sales rep. Franchise systems with huge support: adviser, promotions, marketing, finanse. Frequent meetings, training. 14
15 DID you EVER considered becoming an ENTREPRENEUR? RICHARD BRANSON Across its companies, Virgin employs approximately 50,000 people, in 34 countries and global branded revenues in 2011 were AROUND 13BN ($21BN)
16 SUPERMARKET OWNER THE TRUTH!! MARKET ANALYSIS KEY ACCOUNTS MARKETING DISTRIBUTION CHANNELS FMCG PRODUCT DEVELOPMENT SUPERMARKET OWNER KEY CUSTOMER FOR FMCG RETAIL PRODUCT MANAGEMENT
17 MICROECONOMY NEGOTIATIONS HR Motivation systems Financial decision taking Agreements with producers and distributors SPORT Hunger for success. competitiveness SOCIOLOGY ECOLOGY Relations with local institutions and the community Environmental impact MARKETING Advertising, PR, merchandising, promotion tools WŁAŚCICIEL MATHS Finance management
18 SUPERMARKET OWNER THE TRUTH!! REAL MANAGER who takes her own decisions Creates sales of 5 MLN ZŁ /store MANAGES TEAM of 6 20 persons per store LEADER in her community and an innovator PASSIONATE about its interests
19 Training in Entrepreneurship Academy Brand Strenght ABC Entrepreneur, Retail financials Practice in model store Practice as store manager Work as deputy store manager 1 week 1 week 2 weeks 2 weeks 2-5 weeks
20 Who are we looking for? YOU IF YOU WANT TO BE INDEPENDENT AND TURN MILLIONS
21 0% PROMISES, 100% BUSINESS! and
22 Do you accept the challenge? Write and send to me: Communication plan for 1 minute convenience stores Logistics for convenience and logistics for small supermarkets: what s the difference and how to ensure they are effective? Role of the private label in a convenience store and in a small supermarket The business plan of your Delikatesy Centrum store Or other of your choice For the two best we ll offer one-month paid (1500zł) internship in Eurocash pedro.martinho@eurocash.pl 22
23 Retailing in Poland case of the Eurocash Group Pero Martinho Grupa Eurocash, Członek Zarządu 23
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