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Company Presentation
Creterra
Greek Extra Virgin Olive Oil
from the island of Crete
Mediterranean Food & Drink Culture
Presentation Structure
• A few words about Creterra
• Products
• Commercial Proposition
• Marketing and Sales Development
Strategy
• Next steps…
A few words about Creterra
• Young, dynamic, flexible company, field experts,
rapid development
• Export Orientation: Network of distributors in
Greece and abroad
• Expertise: Create and manage powerful brands,
Collaborate with selected distribution networks,
Manage and control production processes,
Manage logistical matters, Provide consultation
on cultivation principles
• Aim: Promotion of Mediterranean (especially
Greek-Cretan) food and drink culture
Where we are
• Registered Headquarters: Nicosia – Cyprus
• Operations: Heraklion – Crete
• Export management for the BENELUX
market:
– Mr. Henk Terol
Our values
• Selling only 100% natural, safe, quality certified
and awarded products,
• Satisfying clients' and consumers' needs and
wants,
• Taking good care of the environment and the
community,
• Offering innovative products and promoting
innovative ideas in food recipes, packaging and
labeling,
• Promoting healthy eating and education of the
consumers
Presentation Structure
• A few words about Creterra
• Products
• Commercial Proposition
• Marketing and Sales Development
Strategy
• Next steps…
Our Products –
Focus on E.V. Olive Oil
• “The OLIVO.. Way of
living…!”
• We have gone a long
way to secure for you
the best quality
Fresh Cretan Olive
Oil to suit the needs
of modern and
healthy way of living
Our Products –
OLIVO,5
• OLIVO,5 Extra Virgin Olive Oil
• Sizes & Formats
• (Click on each size for a full technical
specification)
• Glass: 250ml, 500ml, 750ml (Dorica)
and 1lt (Marasca)
• Tin Can: 0.5lt, 1lt, 3lt, 5lt
Our Products –
OLIVO,3
• OLIVO,3
• Gourmet Extra Virgin Olive Oil
• Sizes & Formats
• (click on size/format for a full technical
specification)
• Glass Bottle: 500ml in tube
Key points…
• Fine quality olive oil,
guaranteed origin
• Long-term partnership with
farmers
• Certified standardization
and bottling
• Brand names: Connects
acidity level with quality
differentiation => clear
concise for consumer
• Design: Modern, smart,
attractive, gourmet…
• Brand promise:…
Brand promise…
Brand promise…
Brand promise…
From a marketing-mix
point of view…
• To whom they are addressed:
– Home cook or professional chef alike
– Average social and economic level
– Lovers of natural, healthy gourmet products and
Mediterranean cuisine
• Core product characteristics
– Premium quality olive oil content to meet the
standards of connoisseurs
– All types of packaging sizes and formats
From a marketing-mix
point of view…
• Distribution through:
– High end supermarkets, chains of super-delis
• Product promotion and marketing support:
– Marketing budget incorporated in pricing to suit the
needs and requirements of each target market
– To be designed in collaboration with selected
distribution partner
– A range of choices to be tailored according to
penetration strategy
• Pricing policy:
– Premium Products priced to be attractive to the
consumers of this product category.
Why buy Creterra products…?
• We offer a transparent B2B relationship and
a flexible online environment for managing
and tracing orders 24/7
(http://www.creterra.net/business/membersa
rea.html)
• We control and take measures to offer high
levels of quality & food safety
• We have the best olive oil, sourced from the
fertile area of central Crete, surrounding
Heraklion)
– Mountain and hilly terrain, no-intensive cultivation
techniques, fantastic sunny climate, Koroneiki
olive variety (The Chef’s choice)
Why buy Creterra products…?
• We have hired the best professionals to design and
deliver modern, refreshing, practical packaging as well
as provide any ongoing-continuous design-related
support whenever needed
• We take every possible measure to help local
communities and the environment, along the lines of
the concept of corporate social responsibility
• We care about the consumer
– Educate: On the Mediterranean cuisine and lifestyle. E.g.
please visit our recipes…
– Inform: On health & nutrition issues
– Take your own look at MyCreterra…
Why buy Creterra products…?
What is the difference between
OLIVO,5 and OLIVO,3…?
• From a marketing perspective. What the
consumer is expected to perceive…
• OLIVO,5:
– Maximum acidity of 0.5%
– Premium quality olive oil satisfying large numbers of
consumers
– Medium character with a unique balance of bitter and
pungent and a peppery after taste
– Modern design
– Minimalistic approach, simple, clear values and
aesthetics. Making mainstream packaging look smart
and special
– Favourite for a growing community of everyday users
and local connoisseurs
What is the difference between
OLIVO,5 and OLIVO,3…?
• From a marketing perspective. What the
consumer is expected to perceive…
• OLIVO,3:
– Extra low acidity (Maximum 0.3%)
– Special selection of limited quantity, awardable level of quality olive
oils
– Stronger character, focus on fruitiness, delicate organoleptic
experience
– Modern design
– Gourmet packaging, suitable for special occasions, easily
transportable and a gift of choice
– Especially attractive for small single, households and young cooks
– Gourmet quality for an artful and healthy cuisine
– Extra precious, Extra delicious, Extra virgin olive oil!
Presentation Structure
• A few words about Creterra
• Products
• Commercial Proposition
• Marketing and Sales Development
Strategy
• Next steps…
Our proposition to you…
• An on-going, transparent and trustful partnership…for
our products to be sold through your stores
• Simple, clear commercial terms:
– Product mix: According to your needs
– Prices: List of catalogue prices to be seen separately
– Marketing support: To be mutually agreed
– Price changes: Prices to be reviewed on a bimonthly basis
– Resale prices: Relative freedom, a list of suggested maximum
prices to be provided
– Payment: 100% cash on delivery
– Order delivery: EXW Heraklion, Crete
or, Door-2-Door to your warehouse, according
to prior agreement
– Contract duration: Two-month starting contract, to be extended
based on satisfactory performance from both
parties
Price Structure: Introduction
• Competition - or Customer based pricing policy working
backwards
• Export prices to be netting back down to a level that
would make the product valuable enough for the
consumer
– I.e. that the consumer will feel that earns enough value for the
money paid
• Prices have incorporated a budget for marketing support
10% on the export, factory door.
• Prices offered are valid for agreement for 10 days from
the date of proposal.
List Price Catalogue
• Notes:
– Prices in Euros/unit item
– Prices valid on an exworks / exfactory basis
– Relevant costs / charges to be added on accordingly
– Actual final prices subject to final revision and verification due to time
lapse between this presentation and the contract finalization
250ml 500ml 750ml 1lt 3lt 5lt
OLIVO,5
Glass bottl. 1.49 2.39 3.29 4.29 - -
Tin Cans - 2.59 - 4.49 10.99 15.99
OLIVO,3
Glass bottle - 4.99 - - -
Price Structure: Matrix
• Notes: (Same notes as previous slide)
– Euros / Exworks Prices
OLIVO,5
Gross Catalogue
Price
Marketing
Support 10%
Net Catalogue
Price
Glass Bottles
250ml 1.49 0.15 (10%) 1.34
500ml 2.39 0.23 (10%) 2.16
750ml 3.29 0.33 (10%) 2.96
1lt 4.29 0.45 (10%) 3.86
Tin Cans Between 5%-10%
500ml 2.59 0.25 (10%) 2.34
1lt 4.44 0.45 (10%) 4.04
3lt 10.99 0.55 (5%) 10.44
5lt 15.99 0.80 (5%) 15.19
Price Structure: Matrix
• Assume:
• – Cost of Transport per pallet = 350 Euros (only one pallet per loading)
- Logistics cost: 5% Prices
- Wholesaler profit: 25%
- Retailer markup: 40%
- VAT: 9%
Type of
Packaging
Prices
EXW
Cont.
Mark.
Budget
(%)
Cont.
Mark
Budget
(Euros)
Transp
ort
Catalog
Price
excl.
Trans.
Catalog
Price
incl.
Trans
Logisti
cs
Price to
retailer
(including
logistics and
wholesaler
markup)
Retail
Price
(excl.
VAT)
Consumer
Price (incl.
VAT)
1 250ml g.b 1,34 10% 0,15 0,17 1,49 1,66 0,08 2,16 3,03 3,30
2 500ml g.b. 2,16 10% 0,23 0,32 2,39 2,71 0,14 3,53 4,94 5,38
3 750ml g.b. 2,96 10% 0,33 0,45 3,29 3,74 0,19 4,86 6,80 7,42
4 1lt glass bottle 3,86 10% 0,43 0,66 4,29 4,95 0,25 6,44 9,01 9,83
5 500ml tin can 2,34 10% 0,25 0,24 2,59 2,83 0,14 3,68 5,16 5,62
6 1lt tin can 4,04 10% 0,45 0,61 4,49 5,10 0,25 6,63 9,28 10,11
7 3lt tin can 10,44 5% 0,55 1,22 10,99 12,21 0,61 15,87 22,21 24,21
8 5lt tin can 15,19 5% 0,8 1,99 15,99 17,98 0,90 23,37 32,72 35,67
9 500ml OLIVO,3 4,49 10% 0,5 0,49 4,99 5,48 0,27 7,12 9,97 10,86
Example: 750ml
• Notes: (Same notes as previous slide)
– Exworks Prices
2,96 0,33
0,45 0,19
0,94
1,94
0,612
0
0,5
1
1,5
2
2,5
3
3,5
4
4,5
5
5,5
6
6,5
7
7,5
8
NetCataloguePrice
10%
Marketing
Support
Transport
Logistics
W
holesalerMarkup
RetailerMarkup
VAT
Euros
7.42
Presentation Structure
• A few words about Creterra
• Products
• Commercial Proposition
• Marketing and Sales Development
Strategy
• Next steps…
Where is the marketing support
going?
• To our mutual strategy of sales development, which could
involve:
– Flyers, leaflets, brochures, ‘cravats’ or any other printed
promotional material
– Gift pack to include a supplementary product (e.g. a vinegar)
– Buy 2 get 1 free discounts at selected times of the year
– Price discount at the end of the olive oil season to clear stocks and
refill with the ‘fresh stuff’
– Others that we could devise together not exceeding the 10% total
• The marketing budget starts working from the 1st Euro of
your orders
Presentation Structure
• A few words about Creterra
• Products
• Commercial Proposition
• Marketing and Sales Development
Strategy
• Next steps…
What is to be done next…
• Your feedback to help us make
calculations more relevant to you
• A Skype conference call together with
Mr. Henk Terol?
• Looking forward to your response
Thank you for your attention!
Contact:
Mr. Henk Terol (h.terol6@upcmail.nl)

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Creterra company presentation benelux

  • 1. Company Presentation Creterra Greek Extra Virgin Olive Oil from the island of Crete Mediterranean Food & Drink Culture
  • 2. Presentation Structure • A few words about Creterra • Products • Commercial Proposition • Marketing and Sales Development Strategy • Next steps…
  • 3. A few words about Creterra • Young, dynamic, flexible company, field experts, rapid development • Export Orientation: Network of distributors in Greece and abroad • Expertise: Create and manage powerful brands, Collaborate with selected distribution networks, Manage and control production processes, Manage logistical matters, Provide consultation on cultivation principles • Aim: Promotion of Mediterranean (especially Greek-Cretan) food and drink culture
  • 4. Where we are • Registered Headquarters: Nicosia – Cyprus • Operations: Heraklion – Crete • Export management for the BENELUX market: – Mr. Henk Terol
  • 5. Our values • Selling only 100% natural, safe, quality certified and awarded products, • Satisfying clients' and consumers' needs and wants, • Taking good care of the environment and the community, • Offering innovative products and promoting innovative ideas in food recipes, packaging and labeling, • Promoting healthy eating and education of the consumers
  • 6. Presentation Structure • A few words about Creterra • Products • Commercial Proposition • Marketing and Sales Development Strategy • Next steps…
  • 7. Our Products – Focus on E.V. Olive Oil • “The OLIVO.. Way of living…!” • We have gone a long way to secure for you the best quality Fresh Cretan Olive Oil to suit the needs of modern and healthy way of living
  • 8. Our Products – OLIVO,5 • OLIVO,5 Extra Virgin Olive Oil • Sizes & Formats • (Click on each size for a full technical specification) • Glass: 250ml, 500ml, 750ml (Dorica) and 1lt (Marasca) • Tin Can: 0.5lt, 1lt, 3lt, 5lt
  • 9. Our Products – OLIVO,3 • OLIVO,3 • Gourmet Extra Virgin Olive Oil • Sizes & Formats • (click on size/format for a full technical specification) • Glass Bottle: 500ml in tube
  • 10. Key points… • Fine quality olive oil, guaranteed origin • Long-term partnership with farmers • Certified standardization and bottling • Brand names: Connects acidity level with quality differentiation => clear concise for consumer • Design: Modern, smart, attractive, gourmet… • Brand promise:…
  • 14. From a marketing-mix point of view… • To whom they are addressed: – Home cook or professional chef alike – Average social and economic level – Lovers of natural, healthy gourmet products and Mediterranean cuisine • Core product characteristics – Premium quality olive oil content to meet the standards of connoisseurs – All types of packaging sizes and formats
  • 15. From a marketing-mix point of view… • Distribution through: – High end supermarkets, chains of super-delis • Product promotion and marketing support: – Marketing budget incorporated in pricing to suit the needs and requirements of each target market – To be designed in collaboration with selected distribution partner – A range of choices to be tailored according to penetration strategy • Pricing policy: – Premium Products priced to be attractive to the consumers of this product category.
  • 16. Why buy Creterra products…? • We offer a transparent B2B relationship and a flexible online environment for managing and tracing orders 24/7 (http://www.creterra.net/business/membersa rea.html) • We control and take measures to offer high levels of quality & food safety • We have the best olive oil, sourced from the fertile area of central Crete, surrounding Heraklion) – Mountain and hilly terrain, no-intensive cultivation techniques, fantastic sunny climate, Koroneiki olive variety (The Chef’s choice)
  • 17. Why buy Creterra products…? • We have hired the best professionals to design and deliver modern, refreshing, practical packaging as well as provide any ongoing-continuous design-related support whenever needed • We take every possible measure to help local communities and the environment, along the lines of the concept of corporate social responsibility • We care about the consumer – Educate: On the Mediterranean cuisine and lifestyle. E.g. please visit our recipes… – Inform: On health & nutrition issues – Take your own look at MyCreterra…
  • 18. Why buy Creterra products…?
  • 19. What is the difference between OLIVO,5 and OLIVO,3…? • From a marketing perspective. What the consumer is expected to perceive… • OLIVO,5: – Maximum acidity of 0.5% – Premium quality olive oil satisfying large numbers of consumers – Medium character with a unique balance of bitter and pungent and a peppery after taste – Modern design – Minimalistic approach, simple, clear values and aesthetics. Making mainstream packaging look smart and special – Favourite for a growing community of everyday users and local connoisseurs
  • 20. What is the difference between OLIVO,5 and OLIVO,3…? • From a marketing perspective. What the consumer is expected to perceive… • OLIVO,3: – Extra low acidity (Maximum 0.3%) – Special selection of limited quantity, awardable level of quality olive oils – Stronger character, focus on fruitiness, delicate organoleptic experience – Modern design – Gourmet packaging, suitable for special occasions, easily transportable and a gift of choice – Especially attractive for small single, households and young cooks – Gourmet quality for an artful and healthy cuisine – Extra precious, Extra delicious, Extra virgin olive oil!
  • 21. Presentation Structure • A few words about Creterra • Products • Commercial Proposition • Marketing and Sales Development Strategy • Next steps…
  • 22. Our proposition to you… • An on-going, transparent and trustful partnership…for our products to be sold through your stores • Simple, clear commercial terms: – Product mix: According to your needs – Prices: List of catalogue prices to be seen separately – Marketing support: To be mutually agreed – Price changes: Prices to be reviewed on a bimonthly basis – Resale prices: Relative freedom, a list of suggested maximum prices to be provided – Payment: 100% cash on delivery – Order delivery: EXW Heraklion, Crete or, Door-2-Door to your warehouse, according to prior agreement – Contract duration: Two-month starting contract, to be extended based on satisfactory performance from both parties
  • 23. Price Structure: Introduction • Competition - or Customer based pricing policy working backwards • Export prices to be netting back down to a level that would make the product valuable enough for the consumer – I.e. that the consumer will feel that earns enough value for the money paid • Prices have incorporated a budget for marketing support 10% on the export, factory door. • Prices offered are valid for agreement for 10 days from the date of proposal.
  • 24. List Price Catalogue • Notes: – Prices in Euros/unit item – Prices valid on an exworks / exfactory basis – Relevant costs / charges to be added on accordingly – Actual final prices subject to final revision and verification due to time lapse between this presentation and the contract finalization 250ml 500ml 750ml 1lt 3lt 5lt OLIVO,5 Glass bottl. 1.49 2.39 3.29 4.29 - - Tin Cans - 2.59 - 4.49 10.99 15.99 OLIVO,3 Glass bottle - 4.99 - - -
  • 25. Price Structure: Matrix • Notes: (Same notes as previous slide) – Euros / Exworks Prices OLIVO,5 Gross Catalogue Price Marketing Support 10% Net Catalogue Price Glass Bottles 250ml 1.49 0.15 (10%) 1.34 500ml 2.39 0.23 (10%) 2.16 750ml 3.29 0.33 (10%) 2.96 1lt 4.29 0.45 (10%) 3.86 Tin Cans Between 5%-10% 500ml 2.59 0.25 (10%) 2.34 1lt 4.44 0.45 (10%) 4.04 3lt 10.99 0.55 (5%) 10.44 5lt 15.99 0.80 (5%) 15.19
  • 26. Price Structure: Matrix • Assume: • – Cost of Transport per pallet = 350 Euros (only one pallet per loading) - Logistics cost: 5% Prices - Wholesaler profit: 25% - Retailer markup: 40% - VAT: 9% Type of Packaging Prices EXW Cont. Mark. Budget (%) Cont. Mark Budget (Euros) Transp ort Catalog Price excl. Trans. Catalog Price incl. Trans Logisti cs Price to retailer (including logistics and wholesaler markup) Retail Price (excl. VAT) Consumer Price (incl. VAT) 1 250ml g.b 1,34 10% 0,15 0,17 1,49 1,66 0,08 2,16 3,03 3,30 2 500ml g.b. 2,16 10% 0,23 0,32 2,39 2,71 0,14 3,53 4,94 5,38 3 750ml g.b. 2,96 10% 0,33 0,45 3,29 3,74 0,19 4,86 6,80 7,42 4 1lt glass bottle 3,86 10% 0,43 0,66 4,29 4,95 0,25 6,44 9,01 9,83 5 500ml tin can 2,34 10% 0,25 0,24 2,59 2,83 0,14 3,68 5,16 5,62 6 1lt tin can 4,04 10% 0,45 0,61 4,49 5,10 0,25 6,63 9,28 10,11 7 3lt tin can 10,44 5% 0,55 1,22 10,99 12,21 0,61 15,87 22,21 24,21 8 5lt tin can 15,19 5% 0,8 1,99 15,99 17,98 0,90 23,37 32,72 35,67 9 500ml OLIVO,3 4,49 10% 0,5 0,49 4,99 5,48 0,27 7,12 9,97 10,86
  • 27. Example: 750ml • Notes: (Same notes as previous slide) – Exworks Prices 2,96 0,33 0,45 0,19 0,94 1,94 0,612 0 0,5 1 1,5 2 2,5 3 3,5 4 4,5 5 5,5 6 6,5 7 7,5 8 NetCataloguePrice 10% Marketing Support Transport Logistics W holesalerMarkup RetailerMarkup VAT Euros 7.42
  • 28. Presentation Structure • A few words about Creterra • Products • Commercial Proposition • Marketing and Sales Development Strategy • Next steps…
  • 29. Where is the marketing support going? • To our mutual strategy of sales development, which could involve: – Flyers, leaflets, brochures, ‘cravats’ or any other printed promotional material – Gift pack to include a supplementary product (e.g. a vinegar) – Buy 2 get 1 free discounts at selected times of the year – Price discount at the end of the olive oil season to clear stocks and refill with the ‘fresh stuff’ – Others that we could devise together not exceeding the 10% total • The marketing budget starts working from the 1st Euro of your orders
  • 30. Presentation Structure • A few words about Creterra • Products • Commercial Proposition • Marketing and Sales Development Strategy • Next steps…
  • 31. What is to be done next… • Your feedback to help us make calculations more relevant to you • A Skype conference call together with Mr. Henk Terol? • Looking forward to your response
  • 32. Thank you for your attention! Contact: Mr. Henk Terol (h.terol6@upcmail.nl)