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Transcript of COMPANY PROFILE
COMPANY PROFILECOMPANY PROFILEDear Sirs, We are proud to introduce you the leader of Ukrainian alcohol beverages, one of leading international company –Image Holding
The Holding consists ofProduction facilities:
1. Khortytsa Distillery - one of the largest alcoholic beverages producersin the world, located in the south-eastern part of Ukraine; 2. Feodosia Winery and Cognac House Crimean Wine House – wine distillery and wine-growing, situated in Crimea, in the heart of ancient city of Feodosia.
Distribution company: Trading House “Megapolis”- is a exclusive distributor of Khortytsa Distillery and Crimean Wine House productionThe company representative offices located in:1. Ukraine: wide-spread distribution network with 41 branch offices.2. Russia: Moscow, Postov-na-Donu, Kazan, Nizhny Novgorod, others – 64 regions;
COMPANY HISTORYCOMPANY HISTORY
Construction of the new vodka distillery Khortytsa started in 2002 году and
lasted only one year. It is the only enterprise in Ukraine built from scratch on a carefully selected spot as a part of an unparalleled project (9,2 hectares). In December 2003 the first batch of products came off the conveyor belt. Today, Khortytsa distillery is the most expansive and up-to-date
distillery In Ukraine. All its manufacturing facilities and components were purchased under the motto: «Best equipment for the best enterprise!». That is whythe Khortytsa distillery uses equipment from the world leaders in the manufacture of hardware for the food industry (REHAU engineering systems,GRUNDFOS pumps, TOYOTA loaders etc.) Highly reliable Italian bottling
lines ITAL PROJECT ensures high accuracy of each operation from thorough
dosing and corking to quality labeling and date marking.The alcohol cellar and bottling equipment is made of THYSSENKRUPPstainless steel. Highly-qualified personnel is employed to operate five lines with
producingcapacity of 600,000 dal monthly.The Company’s products are the absolute leader in sales on home market.The Company’s objective is to gain absolute leadership throughoutthe world.
Khortitsa Distillery output, dals
1880000
9380000
4002000
0
2000000
4000000
6000000
8000000
10000000
2004 2005 2006
Объем производства ЛВЗ "Хортиця"
Khortytsa DISTILLERYOUTPUT, IN DALS
BUSINESS AND BUSINESS AND CORPORATE ETHICSCORPORATE ETHICS
Company philosophy: our present and future is
based on acknowledgement and
vigorous development of the ABSOLUTE QUALITY
concept.
MISSIONMISSION
To be the undisputable leader in the field of absolute quality beverages production and distribution, securing long-term and
profitable business growth due to the effective
management and high professionalism of personal
COMPANY PERSONNEL
Over 4,500 employees work for the company at the present. This is a concerted and team-oriented personnel. They are very dedicated to work and mostly concentrated on absolute quality of the end product.
The softness of taste, fineness of aroma and the unrepeatable uniqueness of the drink, its true quality, depend not only on the fine size of ingredients, temperatures of infusion and distillery, and time intervals of mixing but also on the state ofthe heart and spirit put into the beverage production.
UKRAINE: VODKA MARKET DYNAMICS *
45 548
39 716
44 983
53 719
58 947
67 808
52 613
1 036 768942 620
1 074 579
1 401 626
1 738 923
1 321 963
93 841 93 678 110 740 121 886 138 161 106 412
1 284 664
82 427
0
10 000
20 000
30 000
40 000
50 000
60 000
70 000
80 000
F/M 05 A/M 05 J/J 05 A/S 05 O/N 05 D/J 05 F/M 06
0
300 000
600 000
900 000
1 200 000
1 500 000
1 800 000
2 100 000
Sales volume (1000 l) Sales volume (1000 UAH) Sales volume (1000 pcs.)
* figures by MEMRB-IRI company
UKRAINE: LEADING BRANDS MARKET SHARES (in liters)*
February/ March
2005April/ May
2005
June/ July 2005
August/ Sept. 2005
October/ Nov. 2005
December 2005/
January 2006
February/ March 2006
Khortytsa/ Хортиця 7% 7% 10% 12% 12% 14% 15%
Nemiroff/Немирофф 14% 14% 10% 10% 11% 12% 13%
Bilenka/Биленька 9% 9% 10% 10% 10% 10% 10%
Soyuz-Viktan/ Союз-Виктан 7% 8% 8% 8% 9% 8% 9%
Medoff/Медофф 8% 8% 9% 8% 9% 9% 9%
Khlebny Dar/ Хлебный дар 4% 5% 6% 7% 7% 7% 7%
Myagkov/Мягков 2% 3% 3% 3% 4% 4% 4%
Zlatogor/Златогор 5% 6% 5% 5% 5% 4% 4%
Olimp/Олимп 8% 7% 6% 6% 6% 5% 4%
Vdala/Вдала 3% 3% 3% 4% 4% 4% 4%
* figures by MEMRB-IRI company
UKRAINE: LEADING BRANDS MARKET SHARES *
Vodka leading brands market shares dynamics, in litres
0%
2%
4%
6%
8%
10%
12%
14%
16%
фев
рал
ь/м
арт
2005
апр
ель
/май
200
5
ию
нь
/ию
ль
200
5
авгу
ст/с
ентя
бр
ь 2
005
окт
ябр
ь/н
ояб
рь
200
5
дек
абр
ь 2
005/
янв
арь
200
6
фев
рал
ь/м
арт
2006
Хортица
Немирофф
Биленька
Союз-Виктан
Медофф
Хлебный дар
Мягков
Златогор
Олимп
Вдала
* figures by MEMRB-IRI company
UKRAINE: LEADING BRANDS MARKET SHARES (in UAH) *
February/ March 2005
April/ May 2005
June/ July 2005
August/ Sept. 2005
October/ Nov. 2005
December 2005/
January 2006
February/ March 2006
Khortytsa/ Хортиця 9% 9% 13% 15% 15% 17% 18%
Nemiroff/Немирофф 17% 16% 12% 11% 12% 14% 15%
Bilenka/Биленька 9% 8% 9% 9% 9% 9% 9%
Soyuz-Viktan/ Союз-Виктан 7% 9% 8% 8% 9% 8% 9%
Medoff/Медофф 6% 6% 6% 7% 7% 7% 7%
Khlebny Dar/ Хлебный дар 4% 5% 6% 7% 7% 7% 6%
Myagkov/Мягков 9% 7% 6% 6% 6% 5% 4%
Zlatogor/Златогор 4% 5% 5% 4% 4% 4% 4%
Olimp/Олимп 2% 2% 3% 3% 3% 3% 4%
Vdala/Вдала 1% 2% 2% 2% 3% 3% 3%
* figures by MEMRB-IRI company
Ukrainian vodka brands market structure dynamics, in UAH
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
фев
рал
ь/м
арт
2005
апр
ель
/май
200
5
ию
нь
/ию
ль
200
5
авгу
ст/с
ентя
бр
ь20
05
окт
ябр
ь/н
ояб
рь
2005
дек
абр
ь 2
005/
янв
арь
200
6
фев
рал
ь/м
арт
2006
Хортица
Немирофф
Союз-Виктан
Медофф
Биленька
Хлебный дар
Мягков
Златогор
Олимп
Вдала
UKRAINE: LEADING BRANDS MARKET SHARES *
* figures by MEMRB-IRI company
EXPORTEXPORT
Owing to absolute quality, the Khortytsa brand products
are appreciated by consumers and are being sold
in 27 countries of the world.
Including Russia, Israel, Germany, Latvia, Kazakhstan,
Poland, Armenia and other countries.
By the end of the year number of countries
will reach 70.
OUR PARTNERSOUR PARTNERS
RussiaPyatyorochka, Krestovsky, Alye Parusa, Avoska, Present Prod,Micridan, Mir VT, 7 Continent, Ashan, Prodmix, Eridan, Ireland, Germes Inter, Yuzhny Dvor, Hyam-Nyam, Stanem Druz’yamy, Billa, 12 months, Cotex-Torg, Ramstore, ABK, Grossmart, Ostrov, Tsenrt Servis, Dixica, Fortuna Garant.
UkraineFurshet, Veluka Kyshenya, Begemot, Silpo, Metro, Eco Market, Billa, Fozzy, Target, Class, Pyatyorochka, Rost, Akvamarin, Bolshaya Lozhka, Kelikh, ATB, Reinford, Kit, Econom +, Kramnytsya +, Amstore, Obzhora, Favorit, Krona, Soyuz-Leader, Grand, Pacco, Absolut, Oscar.
EXCLUSIVE DISTRIBUTION CAMPAIGN
Megapolis Trading House is the exclusive distributor forKhortytsa Distillery and Crimean Wine House.Megapolis Trading House was founded in 1995 and is the largest distributor of alcoholic beveragesin Ukraine. The Company arranges sales operating a network of 41 sales branches and 81 trading departments, which covers all regional centers of Ukraine. Megapolis Trading House performs supplies to more than 35 thousand sales outlets.
The Company is notable for the European labormanagement system. Our principles are customer-oriented policy, permanent staying in profit area, leadership on each level, self-training, in-processness.
Therefore Megapolis Trading House is an undisputed leader!
Starting from 2004 the Russian representative office of the company operates in Moscow. Nowadays distribution net consists of 13 branches and more than 50 trading departments operating in 64 regions of Russian Federation.
DISTRIBUTION IN UKRAINE
Zaporozhye, Nikopol, Melitopol, Berdyansk, Lugansk, Donetsk, Gorlovka, MariupolSimferopol, Sevastopol, Yalta, Feodosia, Dnepropetrovsk, Krivoy Rog, Kherson,Kirovograd, Nikolaev, Odessa, Ismail, Vinnitsa, Zhitomir, Cherkassy, Uman, Sumy,Poltava, Kremechug, Kharkov, Kiev, Pereyaslav-Khmelnitsky, Belaya Tserkov, Rovno,Chernigov, Lutsk, Khmelnitsky, Ternopol, Lvov, Ivano-Frankovsk, Chernovtsy, Nezhin, Uzhgorod, Mukachevo, Konotop.
DISTRIBUTION IN RUSSIADISTRIBUTION IN RUSSIA
Moscow, Saint-Petersburg, Kazan, Yekaterinburg,Nizhny Novgorod, Rostov-na-Donu, Novosibirsk,Chelyabinsk, Volgograd, Omsk, Tomsk, Vladivostok,Tyumen, Magadan, Arkhangelsk, Murmansk, etc. –64 regions altogether
BREAKDOWN OF DISTRIBUTION FIGURES BY PERIODS, 2005
69% 69% 71% 70% 74% 78% 80%
187
146
224
332
428
355
35151%
57% 58%
71%
66%61%
56%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
F/M 05 A/M 05 J/J 05 A/S 05 O/N 05 D/J 05 F/M 06
0
100
200
300
400
500
600
Weighted distribution Average output from outlet (l) Numerical distribution
SALES PUTLETS DYNAMICS
Sales Outlets Dynamics
21000
30000
35000
05000
10000
15000200002500030000
3500040000
2004 2005 2006
Динамика ТТ
AWARDSAWARDS
PRODEXPO-2004: ABSOLUTE QUALITY GOLD WINNERS
The International Exhibition of Foodstuff and Food Raw Materials ProdExpo-2004 (February 9 to13, Moscow) awarded the vodka Khortytsa Silver Freshness and the recipe of Pepper and Honey Spicy nastoyka with a title of Best Product 2004 and gold medals.
Best Brand of Ukraine All vodkas produced by Khortytsa distillery, which were exhibited at the alcoholic beverages tasting contest Best Brand of Ukraine held on the 16th National Fair Exhibition were rewarded with gold medals with the right to bear a medal image on labels.
BEST QUALITY VODKA IN UKRAINE HAS BEEN DEFINED The competent International Taste Panel acting within the frameworks of AlcoSoft Annual Exhibition awarded Khortytsa distillery beverages with twelve gold medals. It is worth noting that gold medals rewarded to all the Khortytsa distillery beverages presented at the contest is a unique achievement of a Ukrainian producer.
AWARDSAWARDS Khortytsa distillery: a sparkling debut in the
North capital of RussiaKhortytsa distillery presented a special vodka Khortytsa Platinum and bitter nastoyka Khortytsa Pepper and Honey Spicy at the 11th International Exhibition Petersburg Wine and Vokdka Fair 2004 held at the LenExpo exhibition center. The debut of the leading Ukrainian distillery Khortytsa was a success: Khortytsa Platinum was awarded with a gold medal and Khortytsa Pepper and Honey Spicy -with a silver medal.
New Khortytsa distillery winnings10 product names presented by the Khortytsa distillery at the 11th International Specialized Exhibition Fair WINE-VODKA-TOBACCO 2004 held in Sochi were awarded with 10 medals in all nominations. This is an ABSOLUTE ACHIEVEMENT at such large-scale exhibition!
Khortytsa gold parade On February 15, 2005 the XII Tasting Contest held
within the PRODEXPO International Exhibition announced its winners. With a high status of a largest East-European contest the competent panel highly rated the Khortytsa distillery products. In addition to diplomas of honour, which the leader of market is accustomed to, the products of the super-modern distillery have won 6 medals for exclusive recipes and absolute quality.
AWARDSAWARDS
Best vokda in Ukraine has been defined Striking results have been shown by Khortytsa distillery at the ALCO+SOFT’ 2005 Tenth Anniversary Exhibition! The company products were awarded with 24 medals for quality and the top contest prize Grand Prix. It was first time in the exhibition history when such a number of awards was won by the same producer.
LenExpo 2005At the 12th International Wine and Beverages Exhibition LenExpo 2005, Saint-Petersburg, each and every product presented thereat was awarded with a medal in various nominations! Awards granted at the international specialized exhibition in Russia implicitly prove the absolute quality and excellent tasting parameters peculiar to the Khortytsa distillery products.
HISTORY OF FOUNDATION
The Company has quite recently launched Wine branch, however, due to its professionalism and purposefulness, it is rapidly and successfully expanding now.
Feodosia Winery is unique for it keeps hereditary secrets of wine growing since it was founded in 1824 by Count Alexander Baude and follows old traditions of wine making so far.
At the beginning of ХХ century a hereditary nobleman was forcedto escape from Bolshevik repressions and for that reason Count Baude immigrated accompanied by his family to France. Onlyin 1991 upon results of bidding at the international auction, the Baude Mansion and old-established winery were restoredto the descendants of initial owners. The winery was given a new name of Crimean Wine House.
12 years later, in 2003 Crimean Wine House was acquired by Image Holding Company. The Company entered into the contract by virtue of which certain grape varieties are directly delivered from BordeauxProvince France.
ИСТОРИЯ СОЗДАНИЯ
At the same time, the Crimean nature, where the Crimean Wine House land is spread, is as specially createdfor wine growing and wine making prosperity.Contrasting relief is where vineyards are planted on downhills, in valleys and plains close to the seaside ofthe Black Sea.Plenty of sunshine ensures bunches of crapes grow ripetill November gaining the best sweetness.Variety of soils provides that wine from every certain areais notable for individual impressive nature.Vineyards, crape storehouses and winery together are located on a wide spread territory of Crimean Wine House (about4,5 thousand ha), that brought into the worlda wide selection of dry, fortified and sweet wine, and as well quite rare natural semi-sweet wines.
PRODUCTION
Crimean Wine House uses experience of high-skilledwine makers and ultramodern equipment for wineproduction. Work continues here during a whole year, including daily attendance at the vineyards and application of skills andexperience for growing a high-quality product.At present the modern Italian bottling lines made by ITALPROJECT, a world known company, are mounted inCrimean Wine House sites. Production process is completely automated and requires minimum manual interference.Every line is provided with warranty, ensures a high protection and safety level. The equipment conforms to all applicable technical, ecological and sanitary standards. For bottling Crimean Wine House mostly uses 0,75 l bottles of European standard manufactured in compliance to advanced international technologies.The winery production capacity is valued in six digits, in particular,at the same time 11 thous. tons of wine raw material can be stored and 10,3 thous. tons of crape can be processed at Crimean WineHouse. Every selection of wine manufactured here is specialand unique. Each is notable for original history, individual flavorand is exclusive without any doubts.
Wide lands of Crimean Wine House amaze by rich grape varieties, including different table varieties (45%). However it is not a limit. In the near future it is planned further expansion of the vineyards. A gross crape yield of 14 thousand tonsshall be deemed an immediate objective of an extensive developmentIt will result to the development of the wine branch and facilitate increasing of the company’sprofit.
КрымскийВинный Дом
STRATEGIC SALES PLAN
2006
Ukraine: 11 100 000 bot.
Export: 1 670 000 bot.
2007
Ukraine: 19 050 000 bot.
Export: 7 550 000 bot.
DEVELOPMENT STRATEGYDEVELOPMENT STRATEGY 20062006
July 2006 – launch of alcoholic beverage bottling using leased production facilities in the Russian Federation;
October 2006 – doubling of Khortytsa Distillery production output;
November 2006 – increasing production output of Crimean Wine House Affiliated Company;
December 2006 – export supplies to 70 countries all over the world
2007 – launch of a new distillery in the Russian Federation
2007 – construction of glass-works plant2007 – construction of cognac house in the Crimea
2008 – launch of pure-alcohol plant
2008 – construction of printing plant
2008 – construction of juice plant
DEVELOPMENT STRATEGY FORDEVELOPMENT STRATEGY FOR 2007 – 20082007 – 2008
2007 – distribution network is accomplished throughout the countries, which are the major customers, such as Russia, Kazakhstan and Poland. Formation of distribution network in the USA