Seminar on Systembolaget, Adelaide, November 18th Kortare textstycke 2014-11-18 Systembolaget 1
Todays spirit This should be interactive Everybody (including myself) can hopefully learn something today Ask questions Be straight and open Demystify Systembolaget 2014-11-18 Systembolaget 2
Agenda Who we are How we work Tenderprocess QC Questions 2014-11-18 Systembolaget 3
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We promise our customers: You should always feel welcome. You should always be able to learn something from us. You can trust that we always sell responsibly. 2014-11-18 Systembolaget 5
Systembolaget in brief 421 stores (self-service) 118 million customer visits yearly > 500 agents in rural areas > 5 000 employees Turnover > 25 billion SEK (3,95 bill AUD) 600 active suppliers > 13 000 SKU s/ products (3 000 + 10 000 in ordering range) 190 million litres of wine 2014-11-18 Systembolaget 6
1955 1956 1957 1958 1959 1960 1961 1962 1963 1964 1965 1966 1967 1968 1969 1970 1971 1972 1973 1974 1975 1976 1977 1978 1979 1980 1981 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 250 000 Systembolagets sales in 1000-liter 200 000 150 000 100 000 50 000 0 Sprit Starkvin Vin* (<15 vol%) Vin totalt Starköl Alkoholfritt 2014-11-18 Systembolaget 7
Facts on selling to Systembolaget Systembolaget buy through importers As a foreign producer/ supplier you need an importer or be registered with Swedish tax authorities Distribution/ ware housing needed as Systembolaget buy free delivered to each store Sales statistics available on monthly basis Systembolaget mark up is transparent 2014-11-18 Systembolaget 8
A value chain- in 4 steps Raw material Produktion Wholesale Retail harvest purchasing building product range Develope range processing winemaking/brewing /distilling offer Displaying goods purchasing Brandbuilding/ marketing Suppling of goods Meet the consumer large scale production 2014-11-18 Systembolaget 9
A sustainable supply chain in Nordic cooperation 2014-11-18 Systembolaget 10
Our integrated sustainability-work 2014-11-18 Systembolaget 11
A common Nordic Code of Conduct 1.Legal compliance 2.Freedom of Association and the Right to Collective Bargaining 3.Prohibition of Discrimination 4.Compensation 5.Working Hours 6.Workplace Health and Safety 7.Prohibition of Child Labour 8.Prohibition of Forced and compulsory Labour and Disciplinary Measures 9.Environment and Safety Issues 10.Management Systems 2014-11-18 Systembolaget 12
Our total impact on climate- 360 000 ton CO 2 e Transport 18% Processing 19% Packaging 32% Farming 29% Systembolagets direct emissions 2% 2014-11-18 Systembolaget 13 13
Success factors sustainability Where we make the biggest difference- risk analyses Integrated- in existing structure Cooperate- with stakeholders to increase effect. Educate- for engagement internally & externally. Specialists as well as generally. Communicate- transparency and humbleness. Dare to challange- make a statement. 2014-11-18 Systembolaget 14
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Purchasing process Background Too many rumors about supliers searching for the wine after having won a tender on the bulk-market Challenge with virtual wineries Tender-samples not meeting tender-requirements Producers look at our selection as a lottery can t win if you play fair Cancelation of BiB-tender this year due to all Top-3-wines being none-complient Producers trying to participate in tenders that are not suited for them Poor understandning for the requirements we have Not taking the submission serious enough Conclusion: We can not relie on swedish agents doing their job on explaining our process and we need to raise the general knowledge about our process 2014-11-18 Systembolaget 16
Purchasing process 8 - Launch 1 - Analysis 7 - Media 2 - Strategy 6 Quality control 3 Launch plan 5 - Tasting 4 Tender call and submission 2014-11-18 Systembolaget 17
Purchasing process Customer demand Availability vs need Blind tasting Best quality in comparison with specifed tender request. Quality follow-up Best quality for the customer. Winning product on the shelfassured suplliers being 2nd best.. Focus Organic, ethic, small packaging, PET, light weight bottles, nonalcoholic. Basics Equal treatment Transparency Predictability Brand neutrality 2014-11-18 Systembolaget 18
Time line renewal of assortment 2014-11-18 Systembolaget 19
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The Launchplan 2015.2. Med reservation för ändringar Roll Kategori Lanseringsmånad Segment Ursprung Beskrivning Distribut ion Standar d Distribut ion Premiu m Markn adstäc Antal kning butiker Profil Vitt vin September 2015 3104 VITT VIN (80-89) Australien Ekologisk, blend med chardonnay BCD DE 81% 287 25 000 Spets Rött vin September 2015 2107 RÖTT VIN (120-149) Australien Pinot noir CDE 43% 70 4 200 Profil Rött vin September 2015 2105 RÖTT VIN (90-99) Australien Cabernet/shiraz, stramare stil CD DE 65% 161 18 000 Volym Rött vin Juni 2016 2203 RÖTT VIN BOX >= 3L (66,7-..KR/L) Australien Druvblandning med shiraz ABCD BCDE 100% 420 400 000 Profil Vitt vin December 2015 3105 VITT VIN (90-99) Australien Vit rhoneblend ABCD BCDE 100% 424 15 000 Profil Rött vin December 2015 2106 RÖTT VIN (100-119) Australien Ekologisk, shiraz CD DE 65% 161 12 000 Volym Rött vin December 2015 2103 RÖTT VIN (70-79) Australien Ekologisk, röd bordeauxblend BCD CDE 92% 326 42 000 Volym Rött vin December 2015 2102 RÖTT VIN (60-69) Australien Merlot BCD CDE 92% 326 42 000 Volym 6 mån, Tidigarelagd liter offertförfrågan Redan publicerad 2014-11-18 Systembolaget 21
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Definitions Producer: Sub-suplier(s): Brokers: Volume: The company that takes the legal responsibilty for the offered product and that will be stated as such on the packaging -Company that will supply the producer with the entire volume or parts of the blend for the wine put forward in the tender. -Any transaction that is completed prior to submission of the tender does not need to be stated and is not of interest for Systembolaget. -The sub-suplier(s) stated are having the volumes stated in their posession. Not of interested in the tender unless the own the wine at the time of submission (negociant) our estimate for 6 month of sale LIP: if requested, we want LIP-documents that proof that facts stated in the tender for the moment of subission 2014-11-18 Systembolaget 26
Our expectations The tender-document is filled in honestly All relevant information regarding the wine is submitted Sample put forward is a finished wine Sample put forward is representative of the wine that will be shipped in the case of winning the tender Producer and importer have done their homework before submission and know what wine they submit and where all the components for the entire volume are 2014-11-18 Systembolaget 27
NOT OK Purchase wine from suppliers that are not stated in the tender Change the blend Change oak-treatmant 2014-11-18 Systembolaget 28
Quality Control To assure that the winning product also ends up on the shelf. 2014-11-18 Systembolaget 29
QC Winning wine is followed up Random audits on site directly after tasting Launch-meeting with winning importer Comparison between the sample that won the tasting and what is shipped to the shops before release Does it taste the same Does it have the same chemistery Regular tastings of the wine with new shippments after release 2014-11-18 Systembolaget 30
Thankyou! Vision & Affärsidé Systembolaget i korthet Etik & Värderingar Försäljningsregler Historia Nyckeltal Dotterbolagen 2014-11-18 Systembolaget 31 2014-11-18 Systembolaget 31