creterra company presentation benelux
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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/membersarea.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…
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)
Transport
Catalog Price excl.
Trans.
Catalog Price incl.
Trans
Logistics
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 0,330,45 0,19
0,94
1,940,612
00,5
11,5
22,5
33,5
44,5
55,5
66,5
77,5
8
Net Cata
logue
Price
10%
Mar
ketin
g Support
Transport
Logistic
s
Whole
saler
Mar
kup
Retaile
r Mar
kup
VAT
Eu
ros
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
