CYROM Romania S.R.L

www.cyromromania.ro

CYR M RomaniaOriginally established as PLATINIUM LEAF SRL in 2002, we were re-branded 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 Today, we are one of the leading distribution companies on the Romanian market.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

marketingMerchandising

customer servicing and as distributor for imports with emphasis on food and beverages.

www.cyromromania.ro

Sales Team 75:•1 Sales Manager•12 Area Sales Manager• 3 Key Account Manager•1 Sales Representative•58 Merchandising

Logistic 42 :• 1 Manager• 3 Conducere sef-servici• 4 Accounting Banking• 2 Storeman• 30 Workers• 2 Administative

Other departaments 22:• Importur(1)• Financial(2)• Human Resources(1)• IT(1)• Marketing(2)• PSI(2)• Administrative(6)• 2 Others (7)

Total EmployeesTotal Employees ::139 139

www.cyromromania.ro

Flow Chart

Manager

Human Resources

Depart

PSIDepart

AdministrativeDepart

FinancialDepart

ITDepart

LogisticsDepart

Sales Manager

SalesRepresentative

Area Sales Manager

AsistentManager

Area SalesManager

MerchandisingMerchandising

Import/ExportDepart

MarketingSpecialist

GraphicDesigner

Head Depart Transp

CiefDeposit

TrainerBookkeeper

AsistentManager

Secretary DriverMaidAdministrative

Clerk

AccountantAccounting banking

Storeman Administrator

Forklift Cargo

handling

InvoiceIssuer

Maid Driver LeaderDiscretion

Distribution

International KA directly3 KA Managers41 Merchandisers Sustained by Area Sales Mng.

Modern Trade

Traditional Trade

Dist. Partner (44) indirectly7 Area Sales Managers15 Merchandisers Deliveries to:

B+ (Supermarkets)B0 ( Sm. 21-40 sqm)B- ( Minimarkets <20sqm)

www.cyromromania.ro

530International KA

SALESMANAGER

5 KA

Managers

7 Area Sales Managers

41Merchandisers

15Merchandisers

44Distribution

Partners

76Hypermarket

238Supermarkets

236Hard Discounts

200 Local

Supermarkets

800Traditional

Trade

125Horeca

CYROM

42Cash & Carry

END CONSUMER

Logistic

Warehouse

• 2900 sqm, Bucharest

• 3300 pallets

• 4 levels shelves

• 5 re-packaging machines

Employees

• 2 Managers

• 3 Administrative

• 2 Storekeeper

• 28 Workers

Transport

• deliveries to Bucharest <24hours

• deliveries to counties <48 hours

• weekly delivery program

Import

• Truck max. 24 tones

• Direct train access

www.cyromromania.ro

www.cyromromania.ro

Key Accounts CASH & CARRY

METRO

SelgrosPart of REWE Group

HYPERMARKETS

Carrefour

RealPart of METRO Group

CoraPart of Delhaize Group

Auchan

SUPERMARKETS

Kaufland

BillaPart of REWE Group

Mega ImagePart of Delhaize Group

Interex

DISCOUNTERS

PlusBought by LIDL

ProfiPolish Enterprise Fund VI

PennyPart of REWE Group

Key AccountsActivating in Romania

Development

2,2

3,9

6,8

12,3

16

1415

1

4

7

10

13

16

19

22

2004 2005 2006 2007 2008 2009 2010

Turnover Million Euro

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.

The continues development of distribution played a key role in our success. Also diversifying our portfolio of brands lead to higher turnover.

On 2009 because of the crises our 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.

Our expectations for 2011 year are €16 million based on:

More focus on the IKA – to grow over 90% from yearly turnover

New portfolio of brands to be added and also enlarging the volume of private labels for IKA

www.cyromromania.ro

Portfolio

Imported in Romanian trough CYROM Romania since 2004 and market leader in Romania in premium natural juice. www.pfanner.com

Premium mineral and near water products.No.1 Austrian Mineral water. With CYROM since 2005. www.voeslauer.com

I. DrinksPfanner is imported since 2004 by Cyrom nowadays it is on the juice segment nr. 1 in Romania.

The Concept: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.

www.cyromromania.ro

The German company belongs to the Pfanner group of companies. www.pfanner.com

The newest partner of CYROM Romania is present on the Romanian market since the 2009 www.eichbaum.de

Portfolio The Concept: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 IKAThis 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.

Premium Olive Oil from Italy. No.1 Italian Extra Virgin Olive Oil and imported trough CYROM Romania since 2005. www.monini.com

II. Basic FoodMonini is imported since 2005 by Cyrom, nowadays it is on the olive oil segment nr. 2 in Romania.

&

Cyrom Romania start in September 2008, with Milford – the Tea from Germany. www.milford.de

III. Coffee – Tea – Sweets Cyrom first step in this segment.

V. Own Brands

To meet the latest market demand, for quality products at a affordable price, Cyrom Romania developed their own brands:

IV. Private LabelCyrom is also producing in Spain olive oil and in Malaysia palm oil for the following International Key

Accounts:

• 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

Advertising in B2B magazines:

Objectives:1. Increase brand awareness2. Increase numerical and weighted

distribution

Advertising in:- Progressive Magazine- Piata Magazine- Evenimentul Zilei- Ziarul Financiar

Marketing

Advertising in B2B magazines:

Marketing

Marketing Special offers/promotions

Objectives: 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 obtain the International Quality Certificate for Distribution Services

To extend the Traditional Trade distribution coverage.

To complete our customer and marketing services

To develop the import and logistic services.

To maximize the brand potential

www.cyromromania.ro

Why Cyrom?

Specialized Import and Logistic Services

Our partnerships are based on transparency.

We have the “know-how” to implement any desired market strategy.

Specialized Services in Marketing and Merchandising

Specialized Commercial Services for all distribution channels

Specialized Services in Market Survey and Market Analyze

Specialized Storage and Promo Re-packing

The brand “Cyrom” represents a guarantee in front of buyers

www.cyromromania.ro