orion introduction booklet - saidglobal.casaidglobal.ca/files/20150522 orion international...
TRANSCRIPT
Orion Group is a South Korean company founded almost 60 years
ago, one of the world's largest confectionery companies.
The company's portfolio includes about 100 brands in such
categories as biscuits, candy, gum, chips, etc.
Think «Smart», act «Strong». These are the fundamental principles of Orion
family which allow us to keep leadership positions.
ABOUT THE COMPANY
OUR PHILOSOPHY
Determining what should or should not be done and doing what must be done
Finding the 20% core capacities
2.
1.
3.
«Give up and then never give up» instead of «Never give up»
«Smart» starts from reconsidering why we are doing and what we are doing.
«Smart» can be defined as taking only the necessary actions after analyzing
the pros and cons of the possible end results. Also, by eliminating the
unnecessary tasks, both system and processes are simplified.
This will enable easier and more efficient task processing and yield upward
standardization for higher standards.
The concept of «Smart» can be summarized as «Upward standardization
centered of core capacities». By focusing only on the core values, maximum
qualitative effects can be achieved.
For instance, even the global leading companies have been focusing solely on
their specialties, which is very significant. The IT enterprises, such as Dell,
Sony, and Microsoft have been concentrating on R&D and marketing instead
of production outsourcing. Coca-Cola once expanded their beverage produc-
tion lines. However, after noticing the competitiveness downfalls, they decided
to concentrate only on their leading product, Coca-Cola.
Orion has been practicing the «Smart» management method for over 20 years.
The OMP (Orion Merchandising Program), a smart sales strategy that allows
customers to receive goods on time at a preferred place, has been put into
practice since the late 1980.
Orion’s BPR (Business Process Re-engineering ) was introduced in the early
1990. This has created a working condition where only the essential and
practical work processes, ranging from production to sales, was conducted. In
addition, the development of the ABC (Activity Based Costing system) derived
faultless assessments of profit and loss account structure. Also, ABC has
allowed effective selection of leading products via product profit analysis. This
«Core Brand Strategy» not only helped decide the core products but also
perfected our «Smart» management method.
SMART
The core 20% decides the remaining 80%. What is the 20%? The «Core
Brand Strategy» is a typical example. It is eliminating 80% of the products
that draw red figures and finding the core 20%. The power of 20% will take
control of the overall sales and profits even when the remaining 80% is
absent. It is needless to hold all 100%. The core 20% is all you need.
«Smart» is not doing much, but doing only the core necessities.
The similarity of globally successful companies is that their business is not
quantitative but smart. They concentrate on the core brand. They focus on
concentration rather than dispersion. «Smart» is deciding what to do and
what not to do. If it is not worth much of a valuable, it should be given up.
It is needless to continue what must be given up. Only the promising cores
must survive.
3.
Making a performance-oriented organization with higher standards.A company that aims only for average performances to just get by can never
become «World-class». A strong organization equally distributes opportuni-
ties to everyone, but the rewards are only given to those with outstanding
performances. In order to better implement this, MBO (Management by
Objective) program was introduced since 1997.
2.
Working happily with the «Want to do» spirit.Our mindset has an enormous power. Based on our determination, we may
achieve either 1,000% or merely 10%. Heading out with a happy and future-
oriented mindset is completely different from not doing so. The keyword to
success is our mindset. If we start our day doing what we want to do, we can
achieve higher standards. And this is something that those who do «What
they have to do» can never follow.
«Strong» means solid and healthy. Orion’s «Strong» management pursues fun
workplace, progressive challenge, and a healthy organization that stays
ahead of competition.
«Smart» is using the brain or strategy for higher standards, whereas «Strong»
is the mindset and physical strength that carry out actions. This represents
the higher standard of a corporate culture.
Orion’s pursuit, «A company with many happy employees» is a part of «Strong»
management. If Orion builds a company that has many employees who enjoy
coming to work every morning, who love the company and it products, who is
passionate to make new challenges, and who receive reasonable reward for
their endeavors, «World-class» Orion will be achieved.
STRONG
MT&R (Mutual Trust and Respect)
4.
Orion emphasizes «MT&R» as Orion’s corporate culture.
It is having a humble attitude by admitting the differences among human
beings. Leaders shall take initiatives to do troublesome tasks while distribut-
ing favorable duties to subordinates. Also, compliments make relationship
smoother and sounder. «MT&R», compliments, and encouragements among
colleagues build pleasant work environment and healthier organization.
5.
Never be satisfied until you reach the ultimate goal.«Al long as we do not give up, dreams will ultimately come true». This is the
Orion spirit. «Strong» organization has many workers who are dedicated to
overcoming difficulties and recognizes such workers. As an organization
keeps its passion and «Can-do» spirit, even the seemingly impossible goals
can always be achieved. «World-class» Orion is possible only when we
understand that success is not given but achieved.
1.
A strong mindset enables us to bring our minds together for a common goal.
«Strong» management is our know how for competing against other multina-
tional companies. Unlike western companies, min and emotion take a large
part of our company. Orion’s «Strong» management is not just teamwork, but
a corporate culture that harmonizes truthful consideration, cooperation,
trust, and sacrifices.
«Strong» is the mindset
1960-701950- 1980- 1990- 2000-Emergence of Orion, the big star
of confectionary industry.
Foundation
Orion developed and launched Korea’s first soft biscuit called «Mommy
Biscuit» in 1960. Orion released flood of new products, including candies
(«Butter Ball», «Fruit Drops», «Chewnut Candy» and «Сhoco Candies»),
biscuits («Happy Biscuit», «Orion Cracker» and «Sweet Biscuit»), caramels,
and gums in this period.
In September 1968 Orion started producing solid chocolate and launched
the all-time favorites, «No.1 Chocolate» and «Nimege Chocolate».
Growth and new product development for greater popularity.
In 2001, Orion Group made a new leap forward as it spun off
from Tong Yang Group. With continuous effort in the foreign
market, the overseas sales of Orion exceeded one hundred
million dollars in 2005 for the first time. In 2009, Orion
operated total of 8 overseas factories throughout China,
Russia, and Vietnam, slowly becoming world-class. Thanks to
its global leading brand, «Orion Choco Pie», the overseas
sales exceeded domestic sales.
New beginningOrion, Growing up to be a global company
OFL (Orion Frito-lay), the joint company
of Orion and Pepsi established in 1987,
recorded the highest sales in snack with its
first product, «Cheetos». Also, «Pockachip»,
the first potato snack containing 95% of
Korea-grown potatoes, recorded No.1 sales
among all potato snacks and is still recog-
nized as the leader of potato snacks.
Preparation for take-off
Built a stepping stone to becoming
the best confectionery company:
Export promotion and establishment of
oversea subsidiaries;
Establishment of offices in Tokyo, Beijing,
Moscow, Ho Chi Minh, etc. (1990s~);
Construction of OFC (Orion Food Co.) factory
in Beijing, China (1997)
Change and Challenge
HISTORY OF ORION
NORTHAMERICA
SOUTHAMERICA
OCEANIA
Japan
Indonesia
USA
Dubai
Myanmar
ASIA
EUROPE
AFRICA
FURTHER LEVERAGE BRANDPOSITIONS AROUND THE GLOBE
Present Market Local Co.
Target Market Local Officev
Export
9 800 km
4 066 km
944 km
1070 km
803 km
1 213 km
1 135 km
Novosibirsk
Ho Chi Minh
Icheon
Iksan
Cheonju
Hanoi
Shanghai
Guangzhou
Beijing
Beijing
RUSSIA
Tver
CHINA
VIETNAM
KOREA
ORION has 9 high-tech production facilities in four countries:
Russia, China, Vietnam and Korea.
Continuously improving the taste and quality of products, the company has
earned the trust and love of consumers around the world. Different types of
confectionery and snacks produced by Orion corporation are sold in more
than 60 countries worldwide.
GLOBAL STATUS
Production and management processes are
organized according to the highest modern
standards and meet the requirements of
safety and quality control of food products,
which is confirmed by the international
certificate of standard FSSC 22000
(Food Safety System Certification)
All products for the Russian market and the CIS countries are
produced at local factories located in Tver and Novosibirsk.
HISTORY OF ORIONIN RUSSIA
PRODUCTION IN RUSSIA
NOVOSIBIRSKTVER
2003 October
Opening of Orion Food Russia
2004 June
Opening of the first test production factory in
Zvenigorod with the Choco Boy line.
Production localization helped Orion to find
out consumer preferences and adapt its
products to Russian tastes
2005 February
Foundation of the Tver factory proved that
ORION had a strong strategy for becoming a
leading confectionery company in Russia
2007 September
Start of exports to CIS countries
2008 February
Foundation of a production factory in
Novosibirsk. The location allows the
company to supply products to Eastern
Russia and Central Asia
2013 March
The production factory in Novosibirsk was
certified to satisfy the international
standards of FSSC 22000 «Food Safety
System Certification»
2013 October
The production factory in Tver was
certified to satisfy the international
standards of FSSC 22000 «Food Safety
System Certification»
OUR BRANDS
The undisputed leader in our line-up is Orion Choco Pie.
The optimum combination of biscuit, chocolate and marshmal-
low filling, found in 1974, has captivated several generations of
sweet tooths. The history of Orion Choco Pie in Russia dates
back over 20 years.
Advertising activities
OOH Transportation wrapping
Advertising in shops
Advertising in social networks
vk.com/chocopie
BTL
Since 1996 we continue to invest into the brand support
2015
TV advertising
19962001
20032004
20062008
2009
Advertising activities
Another sweet «superstar» of our portfolio is Choco Boy.
Kids love it for the unusual mushroom shape, cheerful
character and the unique combination of milk chocolate
and crunchy biscuit.
The product line includes 2 brands: mushroom-shaped Choco Boy
and Choco Boy Safari cookies with pictures.
Choco Boy is not just a crunchy cookie with milk chocolate,
but fun and adventure.
OOHBTL
Advertising in shops Advertising in online
TV advertising
20152010 2011
Marine Boy is an innovative snack, because it is 100% potato based
and features the popular taste of sour cream and cheese.
Marine Boy baked potato snacks are a healthy and incredibly tasty
alternative to the usual chips, because they are cooked without oil,
and therefore do not contain harmful substances.
• 100% potato based
• Less salt
• Soft cheese taste
• Enjoy the taste without any harm
to the health
•
• Soft che
• Enjoy the taste w
to the health
Due to the unique geographical position of our country, the market
offers opportunities of trade expansion to Europe and the CIS, further
allowing the creation of a positive image of the company among more
than 700 million people!
Building long-term loyal relationships is a priority not only in the case
of end consumers, but also of our employees and partners.
OUR FUTURE
WE INVITE YOU TO JOIN!
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