A presentation about importing Cedevita in Finland. Cedevita is an established Croatian brand of instant vitamin drinks. Cooperating with Mr. Klemen Mohoric, Mr. Tomaz Lah and Mr. Valentin Nicolay .

1. Cedevita
Antonios Gkekas

2. Mix & Enjoy!
• Cedevita

3. Table of content
• Cedevita?
• Business objectives
• Market situation in Finland
• Competitors
• Distribution plan
• Our business partners
• Sources

4. Cedevita in a few words…
• Croatian brand
• Powder for instant vitamin drink
• Fruit tastes
• For everybody

5. Taste and size ranges
• 12 different tastes: orange, lime,
grape, etc.

6. Tastes and sizes range
• Different sizes
• 15g 100g 200g
• 500g 1kg Go

7. Business objective
• Importation of Cedevita in Finland
• Intensive distribution
• Supermarkets and smaller shops
• After the first 2 years: have a market
share in Finland in the soft beverages

8. Objective calculation
First two years
Market share of 3% in the soft
beverages market
5.400.000 liters
Total income: €942.000
x 231.000 Expenses:
Transport (100.000)
Advertising (500.000)
Net profit: 342.000
x 960.000

9. Beverages market in Finland:
Sales of soft beverages
Sales in 2012 Sales in 2011
Beer
45.3 49.2
Cider
264.4 Long 280.
169.7 176.
drinks 5
9
Soft
drinks
29.4
21.5 Mineral 31.2
23.6
water
Source: Member companies of the Federation of the Brewing and Soft Drinks Industry. The
statistics do not include sales by actors outside the Federation nor private imports of brewery
products, which are not statistically recorded. As of the beginning of 2011, the statistics
include all the brands of the members of the Federation of the Brewing and Soft Drinks
Industry and any private label brands they produce.

10. Why Finland?
• New different product in the market
• Finnish people consume a lot of vitamin
supplements and drinks
• More healthy way to get vitamins
• Big nation

11. Consumption of beverages in
4 years
180
160 Beer
140 Cider
Long Drink
120
Soft Drink
100
Spirits
80 Milk
60 Sour Milk
40 Juice Products
Coffee
20
Tea
0
Year 2007 Year 2008 Year 2009 Year 2010

12. Import in Finland from 1998
to 2011
120000
100000
80000
Beer
60000
40000 Soft drinks and
mineral water
20000
0
1999
2008
1998
2000
2001
2002
2003
2004
2005
2006
2007
2009
2010
2011
• Source: Finnish customs and Federation of the Brewing
and Soft Drinks Industry

13. Trends of the market
Innovation is a key driver of
Finnish vitamins and dietary
supplements. Innovation is
particularly evident in the
format/packaging and marketing
of products. Examples of
innovations within
format/packaging are sticks, sprays
and so-called day-packs. A day-
pack contains the daily vitamin
and dietary supplement needs of
consumers. Also, there is
innovation in the segmentation of
products for men, the elderly and
children.

14. Trends of the market
Consumer health awareness is at
an all time high which is
encouraging the strong rates of
Finnish vitamins and dietary
supplements.
Innovation and new product
developments are also facilitating
this growth by helping to broaden
the appeal of category.

15. Main competitors
• Cedevita doesn’t have actual direct
competitors
• No similar product in Finland
• However, all soft drinks can be seen as
competitors

16. Distribution plan
Shipped to
Warehouses in
Factory wholesalers in Finland
Croatia
[K Group – S Group]
Final consumer Retailing stores

17. Potential customers
• Grocery stores and supermarkets
After 2 years, if everything is going as planned:
• Pubs and restaurants
• Gas stations
• Vending machines
• Kioskis

18. Biggest companies with
supermarkets in Finland
• S Group
• K Group

19. Our business partners
S Group operates four distinct chains of
supermarkets

20. Our business partners
K - group supermarkets (Kesko)

21. Sources
• Member companies of the Federation of the Brewing and Soft
Drinks Industry
• Finnish customs and Federation of the Brewing and Soft
Drinks Industry
• www.cedevita.hr
• http://en.wikipedia.org/wiki/Finland
• http://en.wikipedia.org/wiki/Cedevita
• http://en.wikipedia.org/wiki/S_Group#Supermarkets
• http://www.kesko.fi/en/
• http://www.s-kanava.fi/web/vk/en/asiakasomistajalle

22. Thank you,
kippis !