«LUDING» Group traditions reliability quality Corporate presentation for suppliers 2018
About the Company LUDING Group is the leader of the Russian alcohol industry, the largest importer and distributor with a 25 years history 2017 2010 2006 2002 1997 1993 The company diversifies its portfolio and, in addition to its leading position in imports, becomes one of the largest distributors of Russian made alcoholic beverages. Launch of the L Wine project; expansion of the range of premium wines; the launch of a focused work with the HoReCa segment. Opening of the first branch in St. Petersburg. 15 branches and 14 separate subdivisions operating at the moment. The company obtains leadership in import volumes of import and in the sales of alcoholic beverages in Russia. The company enters the international market. First contract for the supply of wines from France and Italy signed. The Foundation of the Company 2
Company s reach Pskov Veliky Novgorod Kostroma Mirny Lipetsk Simferopol Ulyanovsk Perm Ufa Tumen Tomsk Bratsk Barnaul Main branches Separate subdivisions Regions, in which the Company collaborates with one or several distributors Direct sales of LUDING's products are carried out through the Moscow office, Branches and the Separate subdivisions. The Sales Team* Moscow office 290 employees Branches 460 employees Regional distribution 80 employees TOTAL 830 employees *back office excluded 3
LUDING Sales Structure Direct Sales Department (Moscow and Moscow Region) Regional Sales Department(49 regions) Branch Network Management Department (15 branches + 14 separate subdivisions) HoReCa Development Department(Direct Sales in Moscow) 26 retail chains 100 distributors 168 retail chains 560 HoReCa clients 2 287 retail clients 9 896 retail clients 51 corporate clients 2 772 HoReCa clients 133 Corporate clients 4
LUDING customer base Distribution Channel Quantity of sales points in which there was a delivery of products in 2016. Coverage (estimation) Distributors 100 90% Federal chains 3 859 95% Local chains 4 020 70% Traditional trade 12 193 90% HoReCa 3 428 30% Main growth zones in 2017 2019. HoReCaand Local chains. 5
LUDING Sales Distribution in Sales Channels 51,4% F ederal Chains (modern trade) 27,4% Distributors 12,1% Traditional Trade 5,0% Local Chains (modern trade) 2,9% HoReCa 1,1% Private retail, private clients and staff Main growth zones in 2017 2019: Private Retail, Local Chains, HoReCa 6
LUDING s logistics "LUDING logistic resources include 17 warehouses (incl. 2 warehouses in Moscow, 15 warehouses in the branches) with a total area of 54,000 square meters. The available warehouse space allows to provide: 10 bottles mln Average daily stocking 0,5 bottles mln Average daily turnover The branching logistics network guarantees uninterrupted supply of products to all Russia regions, allows a rapid launch of large volumes of new products to the market and provides an effective stock of goods in the period of peak seasonal sales leaps. 7
Company`s share in total alcohol import Rating based on the results of 11m 2017 Importer * Based on Custom Statistics Data Import volumes, liters Share and rating in total imports,% Changes 2014 2015 2016 in 2017 2017 2014 2015 2016 2017 (11m) (11m) to Share Rating Share Rating Share Rating (11m) 2016 1Luding 30 078 529 12 948 399 16 123 593 20 807 969 11,5% 1 7,3% 2 8,8% 2 9,1% 29,1% 2Mistral Alco 16 503 851 18 665 756 19 862 743 19 332 500 6,3% 2 10,6% 1 10,8% 1 8,5% 2,7% 3Alianta group 11 649 332 7 647 850 8 684 362 13 096 404 4,4% 4 4,3% 4 4,7% 4 5,7% 50,8% 4Priorimpex (МоРо) 11882 879 5 926 323 7 284 665 11 306 098 4,5% 3 3,4% 8 4,0% 6 5,0% 55,2% 5Simple 9 379 577 6 646 844 9 224 031 10 694 052 3,6% 7 3,8% 6 5,0% 3 4,7% 15,9% 6Retail Import 4 066 095 3 436 059 6 779 125 10 634 903 1,6% 23 1,9% 16 3,7% 7 4,7% 56,9% 7Polini Import 0 0 445 278 8 248 454 0,0% 0,0% 0,2% 53 3,6% 1752,4% 8Aroma 5 595 116 3 422 928 5 327 069 7 675 019 2,1% 15 1,9% 17 2,9% 9 3,4% 44,1% 9Fortrade (Logistic Trade) 2 997 400 1 681 445 2 926 513 7 635 069 1,1% 30 1,0% 36 1,6% 23 3,4% 160,9% 10Wine Style 3 922 260 2 677 843 3 719 906 6 296 977 1,5% 24 1,5% 25 2,0% 17 2,8% 69,3% 11Sinergiya 758 270 2 333 877 2 393 591 5 808 982 0,3% 51 1,3% 27 1,3% 24 2,5% 142,7% 12"Somelye" 3 292 590 3 823 262 4 540 304 5 207 842 1,3% 28 2,2% 15 2,5% 13 2,3% 14,7% 13Ladoga 4 110 106 3 183 289 4 527 323 5 031 113 1,6% 22 1,8% 18 2,5% 14 2,2% 11,1% 14Vinimport 11 516 199 9 912 570 7 403 748 4 947 811 4,4% 6 5,6% 3 4,0% 5 2,2% 33,2% Total TOP 14 115 752 204 82 306 444 99 242 250 136 723 192 44,2% 46,5% 54,1% 60,0% 37,8% Total volume of wine imports to Russia 261 878 833 176 880 783 183 542 329 227 876 793 100,0% 100,0% 100,0% 100,0% 24,2% 8
Company s Main Suppliers Wines 9
Company s Main Suppliers Wines 10
Company s Main Suppliers Spirits
Company s Main Suppliers Sparkling wines & Champagne 12
Company s Main Suppliers Beer
LUDING Sales Structure 60% Still Wine 6,9% ing Wine 12,5% Co gnac and Brandy Sparkl 1,1% Liqueur s and Vermouths 17,3 % Vodka and infusions 0,4% hiskey and Bourbon W 0,4% Rum, Tequila, gin 14
LUDING Sales in Key Product Categories in 2017 Promising segments for development: still wines, cognac, brandy (hold the leadership), sparkling wine, whiskey, tequila, rum, beer (market share expansure). Cognac, Armagnac and Brandy 6 518 706 liters Vodka 6 344 269 liters Sparkling Wines 1 891 672 liters Beer 420 505 liters Still Wines 33 903 729 liters Whiskey 178 289 liters Tequila 24 406 liters Rum 6 083 liters 15
LUDING s Key Clients Retail Chains: HoReCa: Corporate Clients:
LUDING Marketing Policy MARKERING COMPLEX Own brands development Product Marketing Trade marketing PR LUDING is a promo active company. A special attention is paid to the promotion of the products in the key distribution channels. Marketing support is carried out through the whole distribution chain from the warehouse to the store shelf. Company s trade marketing initiatives to the greatest extent meet the market needs and ensure a stable growth of the turnover. To improve LUDING competitive position, marketing researches, including price monitoring, are conducted on a regular base. LUDING is constantly participating to all the important image activities and events of the alcohol industry, including international events (Prodexpo,Prowein, Vinitaly etc.) Marketing analysis 17
L Wine Project The commercial and educational project L Wine was created in 2010 in order to develop a premium wine segment in the portfolio of LUDING company. The project s mission is to awaken people s interest to the history and the culture of winemaking, introducing to them real masterpieces of the wine art. L Wine is as well a great service, that helps the customer to choose and to buy wine. L wine category includes products from more than 60 best establishments in 12 countries. In the product range selection famous world experts are involved: a reviewer an scientist oenologist Luca Maroni and the possessor of the status of the World s Best sommelier Olivier Poussier. L wine portfolio is constantly updated. Under L wine auspices wine salons, wine tastings and presentation with the participation of LUDING s suppliers are held throughout Russia. 18
LUDING Competitive Advantages 1 A unique for Russia scale of business: the Company covers all the key regions and all the distribution channels. 2 3 4 5 6 7 A balanced an diversified portfolio: the presence of Russian products reduces the risks of sharp currency fluctuations, A long history of successful work with all the key chain retailers in Russia. Direct Sales (through branches and separate subdivisions) in all the key Russian regions including Moscow and St. Petersburg. Flexible and customer centric policy Structured business processes in all the business segments (purchase, sales, marketing, operational support, finance etc.) Well coordinated, highly professional and motivated team of employees. 19
LUDING Strategic Thrusts Strengthening and expansion of the market share in all key product categories Increase of high margin products in the sales proportion Representation expansion in key federal chains Development of cooperation with regional retail chains At least 80% coverage in HoReCa segment A 100% automation of business processes Strengthening of the alcohol industry leader status 20
traditions reliability quality Thank you for your attention!