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Savero Trading Ltd
Importers, Wholesalers - retailers and distributors of a wide range of products in Cyprus and some countries of the Middle East.

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Company profile

  1. 1. Savero Trading Ltd Address: 15, Athinas Street, 2063 Strovolos Nicosia P.O.Box 25739, 1311 Nicosia Tel 00357 22450260 Fax 00357 22494622 Email: 1
  2. 2. • Savero Trading Ltd • Routes to Market Cyprus Ltd • Media + • Harringtons • Brewservice • Military Duty Free 2
  4. 4. Country Overview Full country name Area : Republic of Cyprus : 9251 sq km (3608 sq mi), with 3355 sq km in North Cyprus (not recognized by United Nations) Population : 862.900 Capital city : Nicosia (pop 193,000) People : Cypriot (Greek 76%, Turkish Cypriots 10%, Other 14%) Language: Greek, Turkish, English Religion : Greek Orthodox, Muslim Government : Presidential Republic President: Nikos Anastasiades GDP(purchasing power parity): $22.98 billion of International dollars (2012) GDP (real growth rate) : -2.4% annual change GDP per capita : $26,315 International Dollars (2012) Major industries : Tourism, fruit & vegetables, wine, cement, clothing, shoes Major trading partners: Russian, Bulgaria, UK, Greece, Italy, Japan, Germany. Member of EU : Yes from May 2004 • 4
  5. 5. Population Split Population : 862.000 (excluding occupied territory) British Military & United Nations : 3 basis, 8,000 service personnel Expats on retirement : 47.500 people (European & Arabs) Tourism: 38.722,92 (Figures 2012) Tourists arrivals by country (2012): Britain: 959,463 Russia: 474,426 Greece: 132,990 Germany: 144,407 Sweden: 117,286  Other = Swiss 46.853, France 36.099, Netherlands 33.024, Tourist season : between June & October • 5
  6. 6. Company Background - 1924 established a family business specialising in wines and spirits servicing the area of Kyrenia & Nicosia. - 1986 established a new company in Nicosia specialising in imported beers. - 1986 commenced beer & mineral supply to the British military market in Cyprus. - 1992 became the No1 Imported Beer Specialist in Cyprus - 1999 expanded business incorporating new warehouse facilities in Dherynia Industrial area with storage capacity of 1728 pallets equivalent to 125.000 cases of beer or 39.000 30L beer kegs . - 1999 developed key account supply to local supermarkets (retail sector) in additional to key account supply to wholesale, leisure & catering sectors. - 2005 expanded to wines and spirits where for 2011 expected volume is 500K LT spirits and 350K LT wines. - 2011 became distributor of other companies and brands imported by other companies. - 2012 plans for new owned warehouse 4.000 m2. 6
  7. 7. Overall Company Mission To maintain the position of the leading: - Imported beer and technical services specialist in Cyprus across all sectors / channels to market. - and fastest growing company in associated areas of imported wine, spirits and minerals In order to be the best and only choice for range, quality, service and price within these imported specialist categories. Note: Each operating division has its own mission feeding into the overall company mission. 7
  8. 8. Savero Portfolio Structured in 8 divisions  Packaged beers The portfolio of alcoholic packaged beers include: Budweiser, Foster’s, John Smith, Kronenbourg, NBA, Carling, Caffreys, Worthington, Cobra Konig Ludwig, Warsteiner, Staropramen,Paulaner, SOL, Trio Stout, Red Mex, Tecate, Dos Equis, Atlas, Hertog Jan, Classe Royal, Oranjeboom, Breda, Lindener, 3 Horses, Weidmann, Bergenbrau, Marston’s Pedigree, Oyster Stout, Belhaven, Hobgoblin, Old Empire, Cumberland Ale, XXXB Bateman’s, Summer Lighting, Septem, Pilsner Urquell, Peroni, Grolsch, Timisoreana , Miller Genuine Draft  For the British Bases Duty Free Market since we are exclusive suppliers for all the beers and other beverages since 1986 we only have: Only Stella Artois, Becks, Boddinghtons, WKD, Amstel Distribution Only Distribution   Ciders Magners, Bulmers, Strongbow, Woodpecker Alcoholic Beverages / Fabs / Wines Reef, Skyy Vodka, Mickey Finns, Agwa, Apostolos Lykos, Sarrail, Creta Olympias, Cfgv, Paul Sapin, Caldirola,, Skorpios Vodka, Scorpios Tequila, Petrikov, Toorank Spirits, Carnaby Brown London  Draught Beers The draught business is separated specializing in different UK, Irish, Belgian, German and Czeck draught beers. Fosters, Kronenbourg, John Smith, Strongbow, NBA, Carling, Caffreys, Worthinghton, Warsteiner, Konig Ludwig, Paulaner, Clase Royal, Marston’s Pedigree, Oyster Stout, Oranjeboom Only (New established Brewservice company dealing with all operations of Draught Business) Distribution   Non Alcoholic Beverages Irn-Bru, Tizer, Barr, Dandellion & Burdock, Rubicon, Sun Exotic, Coppa Cocktails, Finest Call ,Loutraki Accessories and Draught Equipment Diamond Dispensers, Brewservice, Blue Gas, Vetro Due. Theme Pubs Influence existing pub owners in decorating outlets with Savero / brewers expertise (decoration companies: Regal Hawk Interiors) 8 
  9. 9. Introduction Savero was established by Savvas & Eros Antoniades in 1986 the third generation of the Antoniades family which have been wine and spirit merchants since 1924. Savero are mainly importing premium beers from all over the world and now we are main distributors for more than 40 companies worldwide. We visit more than 3.000 customers per week, we have around 60 employees and we do not use any wholesalers. Our turnover is around €10.000.000 per year. 9
  10. 10. Beer Market in Cyprus Main competitors brands of Imported beer. KEO - Heineken, Amstel, Erdinger, Murphys Coca Cola stopped distribution agreement with Heineken after 20 years since they spent a fortune in order to become the main player in the market despite local pricing success. The brand moved to KEO who have been focusing adverts and marketing targeting locals. Carlsberg Cyprus – Guinness, Corona, Magners New Company from Carlsberg - Stella Artois, Boddingtons, Hougarden, Keo Cyprus – Heineken Desras – Lost the Inbev brands. Krombacher beer Savero – Budweiser, Staropramen, Carling, Caffreys, Worthington, Cobra, Foster’s, John Smith’s, Newcastle Brown Ale, Strongbow, Woodpecker, Bulmers, Sol, Tecate, Dos Equis, Warsteiner, Konig, Paulaner, Pedigree, Old Empire, Hobgoblin, Oyster Stout, Jenning Cumberland, St. Edmunds, Belhaven, Abbot Ale, Scottish Stout, Old Speckled, Ruddles County, IPA Export, Hertog Jan, Oranjeboom, Classe Royale, 3 Horses, Wertha, Breda, Bergenbrau, Lindener. RTM – Becks, Franziskaner, Lowenbrau, Pilsner Urquell, Peroni, Grolsch, Kozel, Timisoreana, Miller Draft, Kopparberg, Sovereign Lager, Fat Apple Cider RTM – Gray Market: Guinness, San Miquel, Smirnoff Ice, Carlsberg, Perrier, Magners Savero occupies prime position in the imported premium lager sector on package, dominating the imported premium draught sector as well as the imported cider / ale beer sector for both package and draught.
  11. 11. Savero philosophy • Exclusive distributor for international beverage companies • Hold a balanced portfolio • Capitalise business growth utilising effective sellective distribution network • Capitalise on relationships with our off trade retailers (customers) • Build brands within market constraints • 11
  12. 12. Structure 12
  13. 13. Savero future expansion (2013-2015) • Specialist / niche items to be added. • Re-locate headquarter and warehouse in new up to date facilities • Re-focus and expand operation in Lebanon. • Develop liqueur retail stores (« cavas ») in Cyprus main cities or supply (« cavas ») exclusively. • 13
  14. 14. On trade distribution universe Total universe Selected universe Beer/Cider Industry : 4,935 outlets : 1,048 outlets On Trade Package Draught Total Around 3,000 customers don ’t list any imported brands 140 200 100 140 500 1000 57% 72% 28% 100% 400 300 65 500 Hotels 2/3* Clubs/Discos Kebab houses • 840 Hotels 4/5* Cabarets Snack bars 750 Appartments Restaurants Confectionaries Bars/Pubs Taverns Others 14
  15. 15. Savero selective on trade distribution Numerical distribution/total universe Numerical distribution/selected universe 400 450 : 20% : 100% 2000 2004 400 2011 350 300 2012 2013 300 250 200 150 160 140 100 50 0 Hotels 4/5* • Bars/Pubs Clubs/Discos Restaurants 15
  16. 16. Off trade distribution universe 30 200 Beer/Cider Industry 550 Around 2000 outlets don’t list any imported beer •Total universe 39% 24% 37% 100% 1800 : 3,360 outlets •Selected universe 43% RB NRB CANS Total 780 Off Trade : 1,390 outlets Hypermarket • Supermarkets Corner stores Kiosks Others 16
  17. 17. Savero selective off trade distribution •Numerical distribution/total universe : 40% •Numerical distribution/selected universe : 100% 800 900 800 700 560 600 500 400 300 200 30 100 0 Hypermarkets 1998 • Supermarkets 2000 2004 2011 2012 Kiosks 2013 17
  18. 18. 18
  19. 19. Cyprus 19
  20. 20. - Mother Company Erot.L.Antoniades & Sons in 1927 established a family business Company Background specialising in wines and spirits servicing the area of Kyrenia & Nicosia. - Savvas & Eros established Savero Trading Ltd in 1986 in Nicosia specialising in imported beers. - After they became the No1 Imported Beer Specialist in Cyprus they created the company Brewservice Cyprus Ltd in 1990 - In 2008 RTM (Route to Market Cyprus Ltd) was established with plans to operate using a different warehouse and sales team with the aim to import and distribute other valued brands and perhaps grey market products and act as a wholesaler as well as retailer with cavas for all the brands and expand distribution in non selective accounts and villages as well. - Also RTM to control shares and distribution in other distribution related companies in neighbourhood countries. 20
  21. 21. Overall Company Mission - The company’s mission is to import and distribute imported beer, wines and spirits and to offer the most professional sales and distribution services to the customer. - To be able to deliver all well known brands of above lines of products, with one delivery, one invoice. • 21
  22. 22. RTM Philosophy • Main agent for international companies as well as valued brands • Aim for a balanced portfolio of all well known brands as well as valued brands. • Exclude and minimise the parallel traders from our Savero / RTM product deals which are killing our brand positioning. • To be able to supply all the brands in one delivery, one invoice. • Increase distribution of valued brands in other non selective accounts (like villages) and why not to compete with local products pricing. 22
  23. 23. RTM PORTOFOLIO St. Edmunds Greene king IPA Beck’s Franziskaner Kopparberg Smirnoff WKD Ice Guinness Asahi Abbot Ale Ruddles county Grolsch Belhaven Scottish twisted thistle Stout Pilsner Urquell Lowenbrau Barcardi Breezer Carlsberg Peroni Kozel Sofiero Timisoreana Amstel Shark Heineken Stella Artois Tuborg Holsten Chimay Somersby Miller Desperados Crabbies Alcoholic Ginger Beer Perrier Corona Belhaven Old Speckled Hen Fruit Beer
  24. 24. RTM Structure •At first stage these departments have the support from Savero Trading & Brewservice • 24
  25. 25. Routes to Market • New products in portfolio, mainly in the beers, wines, spirits, liqueurs and mixes. • Have a separate warehouse and Bonded, other than Savero, between Nicosia & Larnaca. • Expand operation or get shares in other distribution companies in neighbourhood countries • Develop liqueur retail stores (« cavas ») in Cyprus main cities • Create own label brands like own label spirits and liqueurs at valued price that can be exported all over the world. (the same for valued beers at first stage and then wines). 25
  26. 26. On trade distribution universe Beer/Cider Industry •Total universe •Selected universe : : 4,935 outlets On Trade 980 outlets Package Draught Total 57% 72% 28% 100% 26
  27. 27. RTM selective on trade distribution •Target •Numerical distribution/total universe : 15% •Numerical distribution/selected universe : 75% 27
  28. 28. Off trade distribution universe Beer/Cider Industry Off Trade RB NRB CANS Total •Total universe •Selected universe 43% 39% 24% 37% 100% : 3,360 outlets : 1,360 outlets 28
  29. 29. RTM selective off trade distribution •Numerical distribution/total universe 900 : 40% •Numerical distribution/selected universe : 100% 780 800 700 600 550 500 500 400 400 300 280 250 200 100 600 150 30 30 30 30 0 Hypermarkets Supermarkets 2008 2009 2010 Kiosks 2011 29
  30. 30. •Tri-visions & Billboards ©Anheuser-Busch InBev
  31. 31. •Aznet Media Plus Ltd is specialising on outdoor advertising and operates billboards in Cyprus since 1998. The company and staff work with a strong focus on client service. The company’s network consists of strategically placed, high profile displays serving medium and smaller markets in key Cyprus regions. Aznet Media Plus serves a diverse portfolio of clients ranging from large companies and marketers to locally owned small businesses. Aznet Media Plus delivers an effective, high quality advertising medium that is an asset to advertisers that are served. •Aznet Media Plus reaches the public like no other media. Billboards deliver consistent, proven results that provide the most effective and economical market penetration possible. The company formula starts with a staff of dedicated, quality people that work to maintain the high standard expected of them by clients. Just as critical is the emphasis on billboard location and traffic exposure. The company’s billboards are placed to deliver maximum visibility on critical arteries. Locations are developed with much forethought regarding audience exposure and retention. Further, aesthetics and environmental factors are taken into strong consideration as they reflect upon the advertiser and Aznet Media Plus. ©Anheuser-Busch InBev
  32. 32. •Harrington’s High Quality Contract Interiors •Bar-fitting & Design Company • Savero have co-operated closely with Harringtons of Nottingham for the past 8 years. Savero’s customers have often asked for assistance with pub design companies. • Savero, as a consequence , selected Harringtons to assist in this turn key endeavour. To this end, several notable projects have been completed and continue to flourish. City Pride in Nicosia is the flagship outlet 32
  33. 33. Harrington’s 33
  34. 34. Harrington’s … more info Export Sales "Worldwide reliability" A winner of the prestigious "Queens Award for Export Achievement" Harringtons provides a first class, world wide export service, to an increasingly cosmopolitan and sophisticated clientele. Their highly trained craftsmen travel the globe delivering levels of excellence through creative design, quality manufacture and skilled installation in any location. Building upon their international reputation has seen them expand their product offering to encompass any leisure related application, from the good old British Pub to Themed Restaurants and Hotels in over 30 countries. Restaurants Whatever the style, classical or themed, modern or traditional, Harringtons leads the way. The creative team can draw upon a wealth of experience, creating restaurant interiors around the world. Themed bars If the taste is Hawaiian or Spanish, the theme Historical or Sporting, Harringtons can create the atmosphere required. Whatever the requirement from specialist joinery to bric a brac, Harringtons can the clientele into outstanding surroundings of pure pleasure and relaxation. Breathe new life into the interior and create the perfect pub atmosphere. London styles, Traditional Irish and Highland Scottish are among the most popular range. With its unmistakable display of Old World Charm, the classic Victorian pub has always been a winner. No one is better placed than Harringtons, to create a traditional interior that will stand out from the rest. With Harringtons the choice of traditional pubs is unlimited. Logistics They have accumulated a fund of logistical knowledge over the moving of men and materials around the world. Each country is dealt with individually to ensure that the project is completed on time and complies with local authorities requirements. 34
  35. 35. Brewservice “The draught dispense specialists” 35
  36. 36. Objective • To offer complete dispense installations, maintenance and sanification to the drinks industry. 36
  38. 38. Philosophy • Very high quality, high visual impact installations to assure dispensed products are sold to the customers in perfect condition at all times. 38
  39. 39. Services Draught beer respecting the brewers specifications for gas and serving temperature • Draught line 39
  40. 40. Retail Plans To offer for sale a complete range of technical equipment, spare parts and accessories for the drink dispensing industry. 40
  41. 41. Training To provide dispense training and basic technical concepts to pub owners and bar staff, both locally & internationally in co-operation with our principals technical departments 41
  42. 42. Equipment EQUIPMENT ANALYSIS 1 WAY 2 WAY 3 WAY 4 WAY 5 WAY 6 WAY 7 WAY 10 WAY T-BARS MARKET & IN WAREHOUSE FRIDGES ITEM 21 80 79 80 38 80 0 66 2068 25 53 56 72 55 25 0 1268 T-Bars: Brewservice has around 270 T-Bars from 2way to 7way with the capacity to pour around 1500 different lines with different keg (beers) Ice Taps: Re focused and increased investment required for new T-Bars or other equipment (secondary coolers) with around 100 new outputs a year. Brewservice is servicing more than 30.000 kegs a year with total assets of equipment for Brewservice of over €3.500.000. 42
  43. 43. Military Duty Free exclusive deal Duty Free- British Military / UN Sales • Savero have been supplying the British Military since 1986, firstly through NAAFI and now Sodexo. Savero Trading have an exclusive contract for imported beer with Sodexo who now manage all the former business. Sodexo have sub-contractors who run the off trade and wholesale divisions whilst Sodexo themselves run the on trade outlets and main messes. • Savero are very proud to have been associated with supporting British and UN operations for such a long time. Savero activity includes On Trade promotions, Off Trade Promotions, Merchandising, Event Sponsorships and Brand launches. • Savero turnover exceeds of €0.6 million pa with Sodexo operations. 43
  44. 44. Military Duty Free exclusive deal Military Bases Deal Section 1: Operating Division of Savero Trading Ltd Section 2: Principal Partners with product details Section 3: Ideas of Marketing / Promotions in the Military Bases Examples of1. Retail 2. Leisure / Catering & Outside Events 3. Wholesale Section 4: Stock Procedures 1. Forecasting 2. Availability Reporting 3. Ordering Section 5: Products 1. Listed Items 44
  45. 45. Military Duty Free exclusive deal Operating Division of Savero Trading Ltd 45
  46. 46. Military Duty Free exclusive deal Brand Marketing & Consumer Promotions •Savero pride themselves on their brand building experience and knowledge across different channels to market. •Savero understand and apply different mechanics for each channel of: - wholesale - retail - leisure / catering & outdoor events 46
  47. 47. Military Duty Free exclusive deal Brand Marketing & Consumer Promotions 1. Wholesale – VIP operation Savero focus on development of customer business through investments and brand exposure to consumer through equipment (fridge, umbrellas, furniture) and volume purchasing discounts to customers. Direct relationships and direct deliveries on a weekly basis. 47
  48. 48. Military Duty Free exclusive deal Brand Marketing & Consumer 2. Retail Promotions In line with UK promotions fit into following categories Multibuy – Buy one get one free (BOGOF) Since military very price oriented Gifting Discount or money 3 F 2 etc Free Cooler Bag Free T-shirt , Glass etc off – Save 20% on full case etc - Save £2.00 on 2x6pack Consumer Prize draws - Win Premier Football tickets (Budweiser) - Win Bundesliga Football tickets (Warsteiner) - Win Formula 1 tickets (Foster’s) etc Link Save Promotions - Spend & Save - Spend & get something free vi. Cross Selling joint promos - Buy a beer and get something else on a valued price. 48
  49. 49. Military Duty Free exclusive deal Brand Marketing & Consumer Promotions • 3. Leisure / Catering & Outdoor Events • Focus fall into 4 key categories i. Event and / or venue sponsorship / management ii. Brand development and exposure - fridges, umbrellas and product features iii. Consumer promotions – scratch and win • i.e. T-Shirts, Footballs Tickets etc • iv. Joint food promotions (combination of our brands and food products with fixed price) 49
  50. 50. Military Duty Free exclusive deal Stock Savero Trading pride themselves on maintaining an availability level in excess of 90% through 1. Stock Forecasting This takes into account standard weekly demand (in local and military market) and uplifts expected through brand marketing & consumer promotions, together with orders placed against principle companies with E.T.A,’s 2. Availability Reporting Savero Provide a weekly availability status report by SKU including E.T.A. of new supplies for products where stockholding is low. 3. Sales Reporting To ensure continued improvement to forecasting and availability, Savero produce, monitor and provide details of purchases by outlet. This is compared against previous year and any fluctuations in demand investigated and corrected in timely fashion or discussed with customer. In addition to the above, Savero Trading utilise a pre-sale Order Form completed at establishment level which as well as demand requirements reviews expiry dates and stock rotational issues to be addressed. 50
  51. 51. Military Duty Free exclusive deal Product Listed At present Savero Trading have listed products under the following categories: 1.Beer / Cider / R.T.Ds 2.Draught Beers 3.Spirits 4.Italian Wines 5.Greek Wines 6.French Sparkling Wines 7.Soft Drinks & Other 8.Spirits 9.French Wines 51