Personal care distriution company development include - Marketing planning - sales team development - ERP system development - develop distribution channels

1. Company Brief and Business Plan
Xavier Laurent Y18

2. Agenda
 About ADC
 Structure
 Distribution and coverage
 Success partners
 Market analysis
 Business Plan
 Distribution
 Development
The next sides contains
confidential information in which
carefully analyzed and considered
official plan.

3. ADC
ADC is an independent organization providing marketing, and distribution
solution among the FMCG markets. Our vision is focused on handling a
complete value chain.
Based on providing:
• Efficiency
• Technology
• Diversification
• High calibers
• Market Access
• Importation
• Supply chain
• Distribution
• Consumer and Trade marketing
• Data analysis and reporting

4. ADC Structure
Chairman
Supply chainCommercial Director
Marketing
Product
development
Trade marketing
Sales
Modern Trade
Traditional
Channels
Finance Dep
Business
Development
With about 50 employee working
around Egypt managing our sales,
distribution and purchasing operation
across Egypt.

5. Distribution

6. Coverage
Population Density by Governorate
Source: "Governorates of Egypt". Statoids. Retrieved 16 October 2016.
‫معارض‬‫متعاونة‬
‫المنطقة‬ ‫الموزع‬
Cairo
East Delta
West Delta
Asyout
Minea
Luxor & ASWAN
Alex
Red Sea
Canal
‫الحافظ‬ ‫معارض‬
National Coverage
‫المسكي‬ 2
‫المقطم‬ 1

7. Success Partners and awards
No.1 distributer for XXX
Best Distributer Award Unilever Year 2004

8. Deodorant Market Analysis
Retail Audit H1’17
Source: Nielsen, MAT (May 2017) figures

9. Category Understanding
Total Personal care market = 5,800 Million EGP
bath and shower Deodrants Depilatory Hair care Men Grooming Skin care
TY15 1,288.9 511.1 129.0 1,347.8 1,623.7 745.0
TY16 1,350.60 549.30 146.00 1,613.40 1,825.23 823.00
CA.Grth% 8.0% 13.0% 14.0% 17.0% 11.0% 12.0%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
-
200.0
400.0
600.0
800.0
1,000.0
1,200.0
1,400.0
1,600.0
1,800.0
2,000.0
AxisTitle
Value size in Million EGP
Men grooming and hair care is the biggest categories with significant gth
ADC distribution share 20% of total Personal care
Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources

10. Deodorants market trend
10
317
341
364
339
316
278
248
208
166
151 147 149
175
0.0
50.0
100.0
150.0
200.0
250.0
300.0
350.0
400.0
MAY 2016 JUN 2016 JUL 2016 AUG 2016 SEP 2016 OCT 2016 NOV 2016 DEC 2016 JAN 2017 FEB 2017 MAR 2017 APR 2017 MAY 2017
Post Devaluation Market Average: 166 tons/monthPre Devaluation Market Average: 325.8 tons/month
49% decline in average market sales
Source: Nielsen, MAT (May 2017) figures

11. Deodorants market trend
11
0.0
50.0
100.0
150.0
200.0
250.0
300.0
350.0
400.0
JAN2015
FEB2015
MAR2015
APR2015
MAY2015
JUN2015
JUL2015
AUG2015
SEP2015
OCT2015
NOV2015
DEC2015
JAN2016
FEB2016
MAR2016
APR2016
MAY2016
JUN2016
JUL2016
AUG2016
SEP2016
OCT2016
NOV2016
DEC2016
JAN2017
FEB2017
MAR2017
APR2017
MAY2017
243
234
262
269
326
225 231
248
269
317
166
151 147 149
175
0
50
100
150
200
250
300
350
JAN
2015
FEB
2015
MAR
2015
APR
2015
MAY
2015
JAN
2016
FEB
2016
MAR
2016
APR
2016
MAY
2016
JAN
2017
FEB
2017
MAR
2017
APR
2017
MAY
2017
Reviewing past periods, the deodorants market has been on a downward trend
1,333 tons
1,289 tons
-3% vs 2015
787 tons
-41% vs 2015
Source: Nielsen, MAT (May 2017) figures

12. Deo market value share
# value in mill LE
SPRAY
AEROSOL
56%
STICK
2%
SPRAY
PUMP
1%
ROLL ON
31%
POWDER
0%
GEL STICK
0%
CREAM
10%
MAT 17
SPRAY
AEROSOL
STICK
SPRAY
PUMP
ROLL ON POWDER GEL STICK CREAM
MAT 16 316.00 10.70 2.80 182.20 2.00 0.50 55.50
MAT 17 337.50 10.50 3.00 186.60 2.80 0.30 60.20
Gth 6.8% -1.9% 7.1% 2.4% 40.0% -40.0% 8.5%
-50.0%
-40.0%
-30.0%
-20.0%
-10.0%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
-
50.00
100.00
150.00
200.00
250.00
300.00
350.00
400.00
AxisTitle
Value sales Mill LE
Slight value gth across categories along with the 40% volume drop, reflect 45% price increase.
Source: Nielsen, MAT (May 2017) figures 12

13. Companies performance
# value in mill LE
UNILEVER
51%
BEIERSDOR
F CO
14%
HENKEL
12%
PYRAMIDS
COSMETICS
11%
Others
12%
MAT 17
UNILEVER BEIERSDORF CO HENKEL
PYRAMIDS
COSMETICS
Others
MAT 16 305.00 72.50 68.50 59.90 63.80
MAT 17 307.00 86.10 70.50 65.10 72.20
Gth 0.7% 18.8% 2.9% 8.7% 13.2%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
20.0%
-
50.00
100.00
150.00
200.00
250.00
300.00
350.00
AxisTitle
Source: Nielsen, MAT (May 2017) figures 13
Significate other imported and local brand grth in volumes.

14. Deo-Spray
#volume in 1000 unit
AXE
UNILEVER
SPRAY
AEROSOL
33%
DOVE
UNILEVER
SPRAY
AEROSOL
2%
REXONA
UNILEVER
SPRAY
AEROSOL
15%
FA HENKEL
SPRAY
AEROSOL
10%
RIGHT
GUARD
HENKEL
SPRAY
AEROSOL
0%
NIVEA
BEIERSDORF
CO SPRAY
AEROSOL
12%
Others
28%
MAT 17
AXE
UNILEVER
SPRAY
AEROSOL
DOVE
UNILEVER
SPRAY
AEROSOL
REXONA
UNILEVER
SPRAY
AEROSOL
FA HENKEL
SPRAY
AEROSOL
RIGHT
GUARD
HENKEL
SPRAY
AEROSOL
NIVEA
BEIERSDORF
CO SPRAY
AEROSOL
Others
MAT 16 6,286.40 363.50 2,966.80 1,648.00 4.50 1,881.70 3,197.30
MAT 17 4,564.50 307.60 2,150.60 1,446.50 2.40 1,612.90 3,854.70
Gth -27.4% -15.4% -27.5% -12.2% -46.7% -14.3% 20.6%
-60.0%
-50.0%
-40.0%
-30.0%
-20.0%
-10.0%
0.0%
10.0%
20.0%
30.0%
-
1,000.00
2,000.00
3,000.00
4,000.00
5,000.00
6,000.00
7,000.00
Spray market situation
Source: Nielsen, MAT (May 2017) figures 14
Others Sprays overtake the market share by 20% Gth. Contributing 28%
ADC distribution share 21% of total Spray Market

15. Deo-Rollon
#volume in 1000 unit
DOVE
UNILEVER
ROLL ON
2%
REXONA
UNILEVER
ROLL ON
64%
BAC
HENKEL
ROLL ON
0%
FA HENKEL
ROLL ON
19%
NIVEA
BEIERSDOR
F CO ROLL
ON
11%
VEBIX
PYRAMIDS
COSMETICS
ROLL ON
2%
Others
2%
MAT 17
DOVE
UNILEVER
ROLL ON
REXONA
UNILEVER
ROLL ON
BAC HENKEL
ROLL ON
FA HENKEL
ROLL ON
NIVEA
BEIERSDORF
CO ROLL ON
VEBIX
PYRAMIDS
COSMETICS
ROLL ON
Others
MAT 16 406.00 12,686.80 263.80 3,294.50 1,823.20 401.10 344.60
MAT 17 251.90 10,394.90 7.90 3,058.00 1,774.10 407.70 270.50
Gth -38.0% -18.1% -97.0% -7.2% -2.7% 1.6% -21.5%
-120.0%
-100.0%
-80.0%
-60.0%
-40.0%
-20.0%
0.0%
20.0%
-
2,000.00
4,000.00
6,000.00
8,000.00
10,000.00
12,000.00
14,000.00
Rollon market dynamics
Source: Nielsen, MAT (May 2017) figures 15
Significate other imported and local brand grth in volumes.
ADC distribution share 16% of total Roll-on Market

16. Spray WTD
AXE
UNILEVER
SPRAY
AEROSOL
BRUT
UNILEVER
SPRAY
AEROSOL
DOVE
UNILEVER
SPRAY
AEROSOL
REXONA
UNILEVER
SPRAY
AEROSOL
FA
HENKEL
SPRAY
AEROSOL
RIGHT
GUARD
HENKEL
SPRAY
AEROSOL
NIVEA
BEIERSDO
RF CO
SPRAY
AEROSOL
Others
Spray
Aerosol
MAT 16 96.00 12.50 45.20 86.80 69.90 2.30 71.20 34.95 96.00
MAT 17 92.50 10.80 46.20 83.50 72.80 2.20 76.00 39.35 92.50
Gth -3.6% -13.6% 2.2% -3.8% 4.1% -4.3% 6.7% 12.6% -3.6%
-15.0%
-10.0%
-5.0%
0.0%
5.0%
10.0%
15.0%
-
20.00
40.00
60.00
80.00
100.00
120.00
AxisTitle
Spray WTD DIS
Others imported and local
deodorant brands reaches 40%
WTD compared with 95% for
total market.
Others WTD increase significantly
from 34% to 39% effects the
market share
That indicate the Spray
availability in TC only.
Source: Nielsen, MAT (May 2017) figures 16

17. Roll-on WTD
DOVE
UNILEVER
ROLL ON
REXONA
UNILEVER
ROLL ON
FA HENKEL
ROLL ON
RIGHT
GUARD
HENKEL
ROLL ON
NIVEA
BEIERSDOR
F CO ROLL
ON
VEBIX
PYRAMIDS
COSMETICS
ROLL ON
Others Roll On
MAT 16 42.30 97.40 78.80 1.30 67.50 38.90 19.45 97.40
MAT 17 42.50 96.60 77.10 0.80 68.70 37.00 19.47 96.60
Gth 0.5% -0.8% -2.2% -38.5% 1.8% -4.9% 0.1% -0.8%
-45.0%
-40.0%
-35.0%
-30.0%
-25.0%
-20.0%
-15.0%
-10.0%
-5.0%
0.0%
5.0%
-
20.00
40.00
60.00
80.00
100.00
120.00
AxisTitle
Rollon WTD DIS
Market dynamics and
multinational brands local
manufacturing in favor for
Unilever and Henkel.
- Consumer Promotions
- Brand perception and clam
- into-market activity.
Source: Nielsen, MAT (May 2017) figures 17

18. Regional
CAIRO ALEXANDRIA DELTA UPPER EGYPT CANAL ZONE
MAT 16 179.7 45.7 143.2 167.5 33.8
MAT 17 207.8 56.6 166.6 140.6 29.2
Gth 15.6% 23.9% 16.3% -16.1% -13.6%
-20.0%
-15.0%
-10.0%
-5.0%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
0.0
50.0
100.0
150.0
200.0
250.0
AxisTitle
Purchasing power in Delta and
Cairo contribute 63% of total
market. Upper Egypt decreased
by 16%
Source: Nielsen, MAT (May 2017) figures 18
CAIRO
35%
ALEXANDRI
A
9%DELTA
28%
UPPER
EGYPT
23%
CANAL
ZONE
5%
MAT 17

19. Channels
SUPERMARKET/
KEY ACCOUNT
LARGE
GROCERIES
SMALL
GROCERIES
KIOSKS/HABERD
ASHERIES
PHARMACIES
Detergent
Shops
MAT 16 107.8 8.1 5.6 5.2 416.4 26.7
MAT 17 128.9 5.8 3.9 4.5 427.8 29.9
Gth 20% -28% -30% -13% 3% 12%
-40%
-30%
-20%
-10%
0%
10%
20%
30%
0.0
50.0
100.0
150.0
200.0
250.0
300.0
350.0
400.0
450.0
AxisTitle
Channels performance
50% of Pharmacies market share
covered by WS companies.
35% of pharmacy sales via
Pharmacy distributers
SUPERMAR
KET/KEY
ACCOUNT
21%
LARGE
GROCERIES
1%
SMALL
GROCERIES
1%
KIOSKS/HA
BERDASHE
RIES
1%
PHARMACI
ES
71%
Detergent
Shops
5%
MAT 17
Source: Nielsen, MAT (May 2017) figures 19

20. Year 2018 Business Plan
Distribution and Development

21. Market
situation
Key Accounts

22. Market
situation
Key Retail

23. Modern Trade Magazines
‫الهواري‬
‫كرفور‬
‫المكاوي‬
‫هوس‬ ‫رويال‬

24. XL Distribution situation
Channels Situation
Channel
weight
Current
Distribution
situation Regional Situation
Region
weight
Current
Distributio
n situation
Key account 20% 0% Cairo 35% 60%
Key Retial 10% 10% Delta 35% 80%
Key Pharmacy 10% 10% Upper Egypt 15% 40%
Pharmacy 35% 20% Alex 10% 30%
WS 50% 70% Suaz + canal 5% 30%
Distribution RATIO 44% Distribution RATIO 60%
20%
10%
10%
35%
50% 0%
10%
10%
20%
70%
0%
20%
40%
60%
80%
Key account
Key Retial
Key PharmacyPharmacy
WS
Channels Situation
Channel weight Current Distribution situation
0%
20%
40%
60%
80%
Cairo
Delta
Upper EgyptAlex
Suaz + canal
Regional Situation
Region weight Current Distribution situation

25. Distribution Strategy
Traditional Channels
• WS
• Pharmacy Distributers
Modern Trade
• Key Account
• Key retail
• Key Pharmacy
MS%
60%
MS%
40%

26. Traditional Channels
• Objectives
• Product availability
• Increase number of sales points
• Collection
• MOA
• Contracting of regional and national
distributors
• CRM ( Customer relationship management).
Traditional Channels
Region No. of dist.
Cairo 4
East Delta 3
West Delta 2
Asyout 1
Minea 1
Luxor & ASWAN 1
Alex 1
Red Sea 1
Canal 1
Pharmacy Distributers
National Coverage Team of
UCP
2Kandel
Ibn Sina

27. Modern Trade
Objectives
• Listing in agreed channels
• Availability in all channels
• Visibility / Promotions and magazines
Modern Trade
National Coverage Team of
Key Account 4
Key Retail 6
Key Pharmacy 6
Key Accounts Key Retail Key Pharmacy
‫التوفير‬ ‫اسواق‬
350 Sales point across Egypt
Ezaby Pharmacy
‫هللا‬ ‫فتح‬ ‫اسواق‬ Saif Pharmacy
‫العثيم‬‫ماركت‬
‫اللولو‬‫ماركت‬
Other 200 Main Egypt Pharmacies
‫رجب‬ ‫اوالد‬
‫ماركت‬ ‫بندة‬
‫هاوس‬ ‫رويال‬
‫كوست‬ ‫جرين‬ ‫زهران‬
‫ماركت‬ ‫سبنس‬
‫الهوارى‬ ‫ماركت‬ ‫سوبر‬
‫جملة‬ ‫شركة‬‫ماركت‬
‫فتح‬‫هللا‬‫القاهره‬
‫كارفور‬
‫هايبر‬‫ون‬

28. CRM (Customer relationship management)
CRM software is a category of software that covers a broad set of applications designed to Support
managing many of the following business processes:
Operation and CRM
• customer data
• customer interaction
• access business information
• automate sales
• track leads
• contracts
• marketing
• customer support
• clients and contacts
• support vendor / partner relationships
• employees
• knowledge and training
• assets or resources

29. Marketing and development Year 2018
Social and
online
In store
activations
XL
Product
development
Website
Social Media
Online Stores ( Souq.com)
New Variants
APD + Rollon
Consumer promotion
Trials

30. So, We can cooperate in
Reaching 90% of Egyptian
population directly
Covering 100% of Modern
Trade Channels
Same day availability in
across Egypt
Experienced Marketing and
trade marketing support
32

31. Thanks
Abdelrhman Tantawy, BDM