an introduction & overview – kayla distribution · the fmcg & automotive industries ......
TRANSCRIPT
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Kayla Presentation
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2
Kayla Group Overview
Sales & Trade Marketing Capabilities
Logistics & Operational Capabilities
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Heritage
• Sedighe Gerami is part of a well-known and reputable family
business (as shareholder) known as Gerami Holding: leading
the FMCG & Automotive industries
• The Group’s co-founders were amongst the pioneers of
introducing retail distribution in Iran, by establishing one of the
first nationwide distribution networks for Golestan Co. in 1988
• In 1997, they left Golestan to establish Kayla with the purpose
of focusing on nationwide sales to retail, marketing and
distribution of FMCG products. Through understanding the
power & importance of brand building Kayla grew exponentially
Today the group has an annual turnover of $240M, 1,500
employees, more than 30 distribution centers, above 150
delivery trucks, 40,000 sqm warehouse space, and direct sales
to more than 60,000 outlets across the country
Yahya Shafiei has recently established one of the largest on-
line grocery stores in Tehran
3
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Vision, Mission & Values
4
Our Vision: To be the Employer & Distributor of choice, representing top end Local &
Multi-National Brands
Our Mission:To be seen as a trusted partner, through demonstrating our values, our
flexible & efficient operations and multi-national standard customer service
Our Values:Honesty & Integrity
Transparency
Accountability
Passion & Sense of Ownership
Talent Development
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The Group’s Structure
5
Agency &
Representation
Registration/import
services for
multinational
companies
FMCG
Sales &
Distribution
Nation-
wide
Distributi
on in
FMCG
Pharmaceutical
Sales &
Distribution
Nationwide
distribution and
marketing of
pharmaceuticals
Gardooneh Kayla Elite DarouMZP
Kayla Group Holding
FMCG
Distributi
on in
Tehran &
Alborz
HORECA Sales &
Distribution
FMCG Distribution
to Hotel, Restaurant,
and Cafés in main
cities
Saman Soor
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Our History & Today Celebrating our 20th Birthday
1997-2006
Establishment of many of today’s largest local FMCG brands through direct sales and distribution.
2007-2011
Start of Multinational experience with Launch and introduction of large multinational brands in Iran
2011-2018
Expansion of the business to grow to be one of the top major distribution companies of the country with a diverse basket offering new service levels both in sales and logistics
Kayla has developed in three phases over the course of 20 years to become full service
sales and logistics distribution.
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Our Specialty
Our Focus
Our Competitive Advantage
Our People
• FMCG Distribution Company (A to Z)
• Sales & Trade Marketing
• Logistics & Distribution
• Import Management• Food & Beverages
• Home, Beauty & Personal Care
• Pharmaceuticals
• Medical Devices
• Strong financial positioning
• Honesty and Transparency
• Significant track record of launching and growing
local & international brands nationwide
• Minimum 15 years of experience working with
multinationals
• Our loyal & trustworthy people
• State of The Art Infrastructure (Logistics & IT)
• Highly skilled & experienced
• Highly Educated
• Diverse backgrounds
Our Focus & Core Competency
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•Owns the product
•Managed and led by production team
Production Driven
•Commodity goods
•Large and inefficient•Traditional trade (wholesales) •High volume , high turnover
Large Public –Semi Private
•Young (less than20 years)
•Imported international brands•Lean & Technology driven•Brand builders (retail focus)
Small / Medium Private
Distribution
Distribution Companies in Iran
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Continuous Strive for Excellence
ERP for Excellence InfrastructureStrategic Growth &
Transformation Management
9
• Over $ 1m Investment
• Business Processes and IT infrastructure is
a differentiation factor
Ongoing project with Headroom Consulting
to strategically plan, manage & execute
growth and transformation plans
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Kayla Group Overview
Sales & Trade Marketing Capabilities
Logistics & Operational Capabilities
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Kayla Scope of Business in a Nut Shell
Annual turnover 450 BT
Average of 30% YoY growth since 2010
570 Employees (all on Kayla payroll)
11
Growth 17% 55% 36% 12% 10% 10% 67%
81 95
147
200 223
245 270
450
1390 1391 1392 1393 1394 1395 1396 1397
Annual Sales (BT)
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Kayla Scope of Business in a Nut Shell
12
Countrywide
Coverage
• 15 Sales Offices
• 12 warehouse
• Covering 6 Major provinces and 7 others
• 75 Delivery Trucks
• 52,000 retail stores
• All Modern trade, local chain stores, and discount stores
• Wholesales and coops
• Sub-Distributors (indirect sales) via distribution centers
Direct Coverage
Office
Indirect Coverage
Tehran
Alborz
Shiraz
Isfahan
Mashhad
Tabriz
Oroomieh
Rasht
Amol
Gorgan
Birjand
Qazvin
Yazd
Bojnord
Countrywide
coverage
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Branches Monthly Avg. YTD Sales (MT)Modern
Trade14%
Retail42%Sub-
Distributors12%
Wholesale32%
15
,70
5
7,8
95
1,5
77
1,5
76
1,5
60
1,3
76
1,3
06
1,2
67
97
5
88
6
80
4
60
8
60
0
50
1
THR MSH QZN ISF SHRZ AWZ TBZ BRJ RSHT ORM BJN AML YZD GRG
Kayla Scope of Business in a Nut Shell
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Today’s Kayla Portfolio of Suppliers
Food
• Tuna Fish
• Muesli
• Pasta
• Oil
• Tomato Sauce
• Biscuit
• Gum
• Honey
• Jam
• Sweet Jelly
• Candy
Beverage
• Coffee
• Juice
• Syrup
• Non-alc. bear
BPC
• Health Care
• Home Care
• Beauty Care
3PL
• Home Care
• Health Care
• Coffee
• Biscuit
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Beauty and personal Car Basket Progress
15
M02 M03 M04 M05 M06 M07
Series1 1% 3% 12% 29% 33% 37%
1% 3
%
12
%
29% 3
3% 3
7%
BPC LINE PROGRESS IN 6 MONTHS
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Sales & Distribution
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Diversified Services
• Direct sales to retail stores
• Fully automated RTM strategy
• 48 hr delivery
• Sales team Supported by trade
marketing execution
• Flexible approaches to our client’s will
• Distribution only
• Warehousing only
• Providing office space
• Utilizing Kayla’s infrastructure to benefit all
• Fully automated Warehouse and Fleet Management system
• Market analysis to have more insight and manage sales
• Complete alignment with suppliers on managing Trade budget
• Equipped with trained capable team to execute supplier ’s trade marketing activities
• Using updated and online sales management systems
• Able to set appropriate KPIs for sales team
3rd Party LogisticsTrade Marketing
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Sales Planning & Trade Marketing Competencies
17
Sales Planning
&
Product Management
Trade Marketing
&
Merchandising
Brand Building &
Campaigns
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Sales Planning & Product Management
• RTM planning
• Annual & Monthly target setting
• Setting & monitoring KPIs` aligned with principle’s
strategies
• Defining overall sales strategies
• Providing analytical reports based on Categories
and SKUs
• Product and channel growth optimization strategies
• Team development
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Trade Marketing & Merchandising Activities
• Execute trade marketing plans defined by principles
• Implementing innovative SFI projects
• Designing and monitoring customer loyalty programs i.e.
VIP Club, etc.
• Providing and managing merchandising services as per
suppliers’ request
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Milka
Branding
&
Displays
Shana Familia & Tanish
Brand Building & Campaigns
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In-Market Activation
Brand Building & Campaigns
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Tohfe Familia
In Store Execution - Modern Trade
Brand Building & Campaigns
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In Store Execution - General Trade
Brand Building & Campaigns
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Brand Building & Campaigns – Previous Years
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Brand Building & Campaigns – Winter 96
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Kayla Group Overview
Sales & Trade Marketing Capabilities
Logistics & Operational Capabilities
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Modern Trade 3PL
Hybrid Sales
3rd Party Logistics
(3PL)Warehousing
Diversified Third Party Logistics Services
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3rd Party Logistics
3rd Party Logistics Services
Distribution of more than 8,000 MT
per month in more than 3,000 POS
Hybrid sales
Sales 22,500 MT per month, 85 CBDs ,
40 vehicle, 13,000 POS
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Modern Trade 3PL
Hyper Star (14)
Hyper Me (15)
Hyper Family (4)
Hyper Sun (2)
All in All (1)
Sharvand (33)
ETKA (440)
Refah (230)
Sepah (7)
Canbo (470)
Dey Mart, Palladium
• 10 Sales
Representative
• 140
Merchandisers
and Promoters
• In all 12 DC
• Using our fleet
capacity
• Dedicated 6
vehicle in
Tehran
Hyper
Super Market
Discount Store
Key Account
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Warehousing and Our Storage Practices
Mashhad WarehouseTehran Warehouse Shiraz Warehouse
4200 sqm racked warehousing
area
3200 pallet positions capacity
Equipped with forklift, reach
track, stacker, pallet stretcher
2300 sqm racked
warehousing area
2200 pallet positions
capacity
Equipped with forklift and
reach track
1000 sqm racked
warehousing area
1500 pallet positions
capacity
Equipped with reach
track
Isfahan Warehouse
880 sqm warehousing
area
500 pallet positions
capacity
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Distribution
Entity
Our Internal Infrastructure for 3rd Party Logistics Services
Sales Person
Kayla Android Software
Kayla Web-Based ERP
Kayla Servers
Pick and Pack
Distribution
Kayla Distribution PlanningBased on pre-defined distribution schedule
OR
Collection Based on Pre-defined/Approved
Payment Terms
Collection Based on Pre-defined/Approved
Payment Terms
Open Invoices Collection
Open Invoices Collection
Electronic Data Interchange (EDI)
Electronic Data Interchange (EDI)
Service
Buyer’s
Invoice
Service Buyer’s
Inventory in Kayla’s
Warehouse
OR
Service Buyer’s ERP
Service
buyer
Periodic Settlement
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Distribution
Entity
Sales Person
Kayla Android Software
Kayla Web-Based ERP
Kayla Servers
Pick and Pack
Distribution
OR
Open Invoices Collection
Open Invoices Collection
Electronic Data Interchange (EDI)
Electronic Data Interchange (EDI)
Service
Buyer’s
Invoice
Manual Data Entry
OR
Service Buyer’s
Inventory in Kayla’s
Warehouse
OR
Service Buyer’s ERP
Service
buyer
Kayla Distribution PlanningBased on Key Accounts required schedule
Our Internal Infrastructure for Modern Trade 3PL
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Web-based ERP system
Inventory Management
Distribution
GPS, Routing and Scheduling
PDA-based order delivery
Finance, Fixed Assets,
Procurement
Business intelligence (BI) system:
QlikView
Sales analyses
Customer behavior analyses
Inventory and collection metrics
Delivery cycle
Reverse logistics with reasons
Documented Sales and
logistics procedures and
instructions
Periodic QMS audits
Our Systems and Processes
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Why Kayla?
We have the experience
We have the flexibility and agility
We are transparent
We have the focus and structure
We have the people
We learn from our principle, and we demonstrate the definition of excellence and
what they should expect form their distributor/partner
We have started our investment plans for “personal care line” in Tehran and 5
main cities,
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Thanks for Listening
Q&A
October 2018