CYROM Romania S.R.L
www.cyromromania.ro
CYR M Romania
Originally established as PLATINIUM LEAF SRL in 2002, we were rebranded as CYROM Romania SRL at the beginning of 2005.
Formerly a producer of cigarettes - under a license from Austria Tabak.
CYROM Romania SRL is part of the CYROM GROUP and from the end
of 2008 Pfanner Austria was involved as a shareholder in CYROM
Romania.
Since the end of 2009 CYROM Roamania is own entirely by PFANNER
HOLDINGS A.G.
Today, we are one of the leading distribution companies on the
Romanian market.
A dedicated team of 12 Area Sales Managers and 3 Key Account
Managers together wit 58 merchandisers makes sure that the
brands which form our portfolio reach all our final consumers.
Their work is completed and sustained by an excellent logistics team
which organizes deliveries and uses 1 warehouses
(totalizing 3000 sqm located just outside of Bucharest)
We focus our distribution, especially from the end of 2008 mainly on International Key
Account – almost 90 % of our yearly turnover
We are covering the rest of Romanian Market with it's small shops and special structures
together with our 44 local Distribution-Partners.
We are acting as an importer and representative in :
trade planning
marketing
Merchandising
customer servicing
and as distributor for imports with emphasis on food and beverages.
Flow Chart
Manager
Human
Resources
Depart
PSI
Depart
Administrative
Depart
Financial
Depart
IT
Depart
Sales
Manager
Logistics
Depart
Marketing
Specialist
Cief
Deposit
Accounting
banking
Accountant
Trainer
Head
Depart Transp
Area Sales
Manager
Import/Export
Depart
Graphic
Designer
Bookkeeper
Area Sales
Manager
Asistent
Manager
Merchandising
Merchandising
Sales
Representative
Asistent
Manager
Storeman
Secretary
Maid
Sales Team 75:
•1 Sales Manager
•12 Area Sales Manager
• 3 Key Account Manager
•1 Sales Representative
•58 Merchandising
Administrative
Clerk
Administrator
Driver
Logistic 42 :
• 1 Manager
•
•
•
•
•
3 Conducere sef-servici
4 Accounting Banking
2 Storeman
30 Workers
2 Administative
Invoice
Issuer
Cargo
Forklift
Maid
Driver
Leader
Discretion
handling
Other departaments 22:
• Importur(1)
•
•
•
•
•
•
•
Financial(2)
Human Resources(1)
IT(1)
Marketing(2)
PSI(2)
Administrative(6)
2 Others (7)
Total Employees
:
139
www.cyromromania.ro
Distribution
CYROM
530
International KA
44
Distribution
Partners
SALES
MANAGER
42
Cash & Carry
76
Hypermarket
238
Supermarkets
200
Local
Supermarkets
5
KA
Managers
41
Merchandisers
7
Area Sales
Managers
800
Traditional
Trade
15
Merchandisers
125
Horeca
236
Hard Discounts
Modern Trade
International KA directly
3 KA Managers
41 Merchandisers
Sustained by Area Sales
Mng.
Traditional Trade
Dist. Partner (44) indirectly
7 Area Sales Managers
15 Merchandisers
 Deliveries to:
B+ (Supermarkets)
B0 ( Sm. 21-40 sqm)
B- ( Minimarkets <20sqm)
END CONSUMER
www.cyromromania.ro
Logistic
Employees
• 2 Managers
• 3 Administrative
• 2 Storekeeper
• 28 Workers
Import
• Truck max. 24 tones
• Direct train access
www.cyromromania.ro
Warehouse
• 2900 sqm, Bucharest
• 3300 pallets
• 4 levels shelves
• 5 re-packaging machines
Transport
• deliveries to Bucharest
• deliveries to counties
• weekly delivery program
<24hours
<48 hours
Key
KeyAccounts
Accounts
Activating in Romania
SUPERMARKETS
CASH & CARRY
Kaufland
METRO
Billa
Part of REWE Group
Selgros
Part of REWE Group
Mega Image
Part of Delhaize Group
Interex
HYPERMARKETS
DISCOUNTERS
Carrefour
Plus
Real
Bought by LIDL
Cora
Profi
Part of METRO Group
Part of Delhaize Group
Auchan
Polish Enterprise Fund VI
Penny
Part of REWE Group
www.cyromromania.ro
Development
22
The continues development of
distribution played a key role in our
success. Also diversifying our
portfolio of brands lead to higher
turnover.
Turnover Million Euro
19
On 2009 because of the crises our
16
16
15
14
12,3
13
turnover was €14 million but we
are still on 1 place at 100% juice
category and we have 1 third from
the olive oil Romanian market.
Our turnover in 2010 year was €15
million.
10
Our expectations for 2011 year are
€16 million based on:
6,8
7
4
The total turnover achieved by
CYROM in Bucharest in the 2005
fiscal year is €3.9 million. The sales
figures revealed an increased
turnover of 40% versus 2004.
More focus on the IKA – to grow
over 90% from yearly turnover
3,9
2,2
1
2004
www.cyromromania.ro
2005
2006
2007
2008
2009
2010
New portfolio of brands to be
added and also enlarging the volume
of private labels for IKA
The Concept:
Portfolio
Food & Beverage means: Basic Food, Coffee – Tea – Sweets and Beverages.
The first step was to ensure a solid base for future business development, one that would create high volumes and
recognition among consumers. Cyrom operates in the beverage area within the following segments: 100% Juices,
Nectars, Still Drink, Ice Tea, Mineral water and Energy drinks.
In our long term development we consider to make steps also in importing light and strong alcoholic beverages.
I. Drinks
Pfanner is imported since 2004 by Cyrom nowadays it is on the juice segment nr. 1 in Romania.
Imported in Romanian trough CYROM Romania since 2004 and
market leader in Romania in premium natural juice. www.pfanner.com
The German company belongs to the Pfanner group of companies.
www.pfanner.com
Premium mineral and near water products.No.1 Austrian Mineral water. With
CYROM since 2005. www.voeslauer.com
The newest partner of CYROM Romania is present on the Romanian
market since the 2009 www.eichbaum.de
www.cyromromania.ro
The Concept:
Portfolio
Our strategy was to find a suitable producer of a premium product in a market segment with future growth potential.
In the food segment we had our first entry with Monini. During 2009 we start to produce private labels for most of the
IKA
This year we came to the conclusion that the fundament in this direction is strong enough to enable us to introduce
new brands on the Romanian market.
II. Basic Food
Monini is imported since 2005 by Cyrom, nowadays it is on the olive oil segment nr. 2 in Romania.
&
Premium Olive Oil from Italy. No.1 Italian Extra Virgin Olive Oil and
imported trough CYROM Romania since 2005. www.monini.com
III. Coffee – Tea – Sweets
Cyrom first step in this segment.
Cyrom Romania start in September 2008, with Milford – the Tea from
Germany. www.milford.de
IV. Private Label
Cyrom is also producing in Spain olive oil and in Malaysia palm oil for the following International Key
Accounts:
V. Own Brands
To meet the latest market demand, for quality products at a affordable price, Cyrom Romania
developed their own brands:
•
Stardoro, palm oil from Malaysia, is the first brand of the
company came to meet the increased requirements are received
in the market for this product. Under this brand our company
planned to develop a complete range of base food products.
•
Olivoni olive oil range, produced in Spain, was created by our
company to offer to the Romanian consumers the high-quality of
the Spanish oil at reasonable prices
Marketing
Strategies to be used:


extensive (Ho-Re-Ca, inland
distributors, new Key
Account development)
intensive (specialized
distribution for Ho-Re-Ca,
increase range of product,
merchandising)
Tools:

promotions, bonuses,
contests, discounts, training
for agents, promo packaging
Implementing
strategies objectives:


stimulating the sales force
stimulating retailers
Purpose:


increase sales volume
increase number of active
clients
Objectives:
1. Increase brand awareness;
2. Reward customer fidelity;
How:
Tasting activities - advantages:
-
direct contact with consumers
increase trial rate of old and new
products
direct communication of product’s
characteristics
increase of sales in real time.
Marketing
Marketing
Advertising in B2B magazines:
Objectives:
1. Increase brand awareness
2. Increase numerical and weighted
distribution
Advertising in:
- Progressive Magazine
- Piata Magazine
- Evenimentul Zilei
- Ziarul Financiar
Marketing
Advertising in B2B magazines:
Special offers/promotions
Objectives:



Marketing
Increase sales
Increase brand awareness
Reward customer fidelity
How:
Special Promo offers - advantages:




direct contact with consumers
increase trial rate of old and new
products
direct communication of product’s
characteristics
increase of sales in real time.
Traditional Trade/HoReCa
Objectives:


Stimulating the Traditional Trade
Stimulating the HoReCa channels
– promotional materials:
glasses, “biscuits”- glass support, menu
display, time table display,
- brand awareness projects:
refrigerators branded with Pfanner;



Stimulating our Distribution Partners
Increase Sales
Increase Brand Awareness
Our Goals
To become one of the most reputable Trade Houses
To develop the import and logistic services.
To extend the Traditional Trade distribution coverage.
To obtain the International Quality Certificate for Distribution Services
To complete our customer and marketing services
To maximize the brand potential
www.cyromromania.ro
Why Cyrom?
Specialized Import and Logistic Services
Specialized Storage and Promo Re-packing
Specialized Services in Marketing and Merchandising
Specialized Services in Market Survey and Market Analyze
Specialized Commercial Services for all distribution channels
Our partnerships are based on
transparency.
We have the “know-how” to implement
any desired market strategy.
The brand “Cyrom” represents a
guarantee in front of buyers
www.cyromromania.ro