Syria OverviewGeneral Facts CrisisNAD Overview Sales Force & Marketing NAD Back OfficeWhy Us? New...

Syria Overview

General Facts Crisis

NAD Overview

Sales Force & Marketing

NAD Back Office

Why Us?

New Allied DistributorsDirectly to the shelves

Your Distribution Experts in Syria

Syria Overview

Key Figures

Key Figures Cont

Export

Import

External Influences

Syria Overview

Full country name: Syrian Arab Republic (Capital: Damascus)

Area: 185,180 sq km (71,498 sq miles)

People: 20 M , Arabs (90%), Kurds, Armenians, Circassians, Turks

Religion: 74% Sunni Muslim, 16% other Muslim, 10% Christian

Language: Arabic, Kurdish, Armenian, Turkish, English

Major Industries: Oil, gas, agriculture, textiles

GDP: USD 29.65 billion

GDP per capita: USD 1,481

Real GDP Growth 2007 : 4.65%

Inflation: 8%

Exchange Rate: USD 1 = SYP 47

Key Fig

ure

s

Key Fig

ure

s C

on

t

Syria Overview

• Age Structure : 0 - 14 years :

36.5% 15 - 64 years :

60.1% 65 years and over : 3.3%

• Population Growth Rate : 2.3 % (2007 est.)

• Birth Rate : 27.2 births/ 1,000 population (2007

est.)

• Death Rate: 4.8 deaths/ 1,000 population (2007

est.)

• Infant Mortality Rate : Total: 27.7 deaths/ 1,000 live births

• Life Expectancy at Birth: Total Population: 70.7 years male & 69

years female

• Total Fertility Rate : 3.4 children born/ woman (2007 est.)

• GDP - composition by sector: Agriculture: 24% Industry: 18% Services: 58% (2005 est.)

• Labor Force: 5.505 million (2006 est.)

• Unemployment Rate: 12.5% (2005 est.)

• Population Below Poverty Line: 11.9% (2006 est.)

• Inflation Rate (Consumer Prices): 8% (2006 est.)

• Public Debt: 37.9% of GDP (2006 est.)

Exp

ort

Syria Overview

Iraq27.4

Germany12.2

Lebanon9.5

Italy6.6

Egypt5.3

Saudi4.8

other34.2

Imp

ort

Syria Overview

Saudi12.1

China7.7

Egypt6.1

UAE5.9

Italy4.8

Ukraine4.7

Germany4.7

Iran4.4

other49.6

Exte

rnal

Influence

s

Syria Overview

• Syrian Pound has weakened significantly against the currencies of all the major exporting countries.

• The implications for the cost of imports into Syria are clear and exacerbated further by the removal of EU subsidies.

• The glitch in import-export balance in addition to the negative performance of public sector are all imposing greater pressure on Syrian economy.

General Facts - Crisis

Key Economic Indicators as set by the most reliable economic researchers

before the crisis

Key Economic real facts

Exchange Rate situation during the Crisis

General Facts


Key E

conom

ic Ind

icato

rs as se

t by th

e m

ost

relia

ble

eco

nom

ic rese

arch

ers b

efo

re th

e

crisis

9

GDP Real Growth, 2005-2014 (%) Consumer Price Inflation, 2005-2014 (%)


Key E

con

om

ic real

facts

1 .The inflation rate between Feb12 and Mar 12 has increase 6.7%, the total inflation between mar 11 and mar 12 has increased 30.77%2. Drop in import from Arabic countries exceed 20% in 2011, and general import value reduced by 40% in 2011 vs. 20103. the imbalance between export and import hits a record of -43% to the favor of import with value of SYP 243 Billion in 20114. 866,000 unemployed already registered at working bureau, the official declared number of unemployment read 15%, unofficially numbers talking about 35%5. Domestic refugees is exceeding 2M persons

2010 export to Arabic countries 2010 import to Arabic countries

47.552

60

75

90

100

85

70 70 68 6972

0

20

40

60

80

100

120

2011-Mar 2011-May 2011-Jul 2011-Sep 2011-Nov 2012-Jan 2012-Mar 2012-Apr 2012-May 2012-Jun 2012-Jul 2012-Aug

1$ Vs. SYR

-79% lost within one

year

-52% lost since beginning of

crisis


Exch

an

ge R

ate

situatio

n

durin

g th

e C

risis


Gen

era

l Facts

1.Locally operated multinational enterprises are all shut down

2.Banks under great pressure:• no more investment, swinging between

keeping, reducing, and closing given facilities.• avoid dealing with hard currencies, requesting

clients to close even their personal accounts• reduce overdraft facility with 50%, cancelling

all type of post financing3.American companies of various sectors stop

supplying

NAD Overview

Vision Statement

Mission Statement

Company Hierarchy

Overview

Overview

Visio

n S

tate

men

t

14

NAD is continually working to be the most organized and well equipped distribution company in Syria with unequalled customer and supplier satisfaction

Overview

Effectively maintain a fully automated distribution network

Cover and serve all sales points depending on the channels

Select high-quality products for distribution in various sectors

Ensure that every supplier's goals are met and exceeded

Create an environment where people's contributions are viewed as engines of growth

Missio

n S

tate

men

t

NAD( General Manager )

NAD CosmeticGeneral Sales

Manager

NAD FoodGeneral Sales

Manager

NAD Food ServesGeneral Sales

Manager

Sales Admin

1

SelloutDepartm

ent

3

CPD Sales

Manager

28

MUP Sales

Manager

21

Professional Sales Manager

5

FMCG Sales

Manager

16

FS Sales Manager

3

Aleppo Branch

Manager

5

Lattakia Branch

Manager

20

Tartous Branch

Manager

14

Swida’a Branch

Manager

7

Overview

Com

pan

y H

iera

rchy

124

Overview

Company Hierarchy Damascus Aleppo Lattakia Tartous Swida'a Total

General Sales Manager 3 3Area Sales Manager 1 1 1 1 4

Division Sales Manager 2 2Sales Admin 1 1

Supervisor 7 1 8Pre-Sale 8 2 10

Sales rep 17 4 5 6 3 35Delivery 6 1 7

Driver 1 1 2Helper 12 4 3 1 20

Merchandiser 4 4BA's 17 5 3 2 27

Artist 1 1

Total 78 5 20 14 7 124

Total

Com

pan

y H

iera

rchy

Overview

Com

pan

y H

iera

rchy

sellout Supervisor3

Promoters

2

Overview

Com

pan

y H

iera

rchy

CPDSupervisor

(Pharmacies & Beauty Shop) 1

Pre-SaleWholesale

6

Delivery4

Helper2

CPD Supervisor

( Wholesale )1

Sales repPharmacies

2

Sales repBeauty Shop

2

CPD Sales Manager

28

CPDSupervisor

( Retail & KA )1

Pre-SaleKA

1

Delivery1Helper &

Merchandiser 2

Sales repRetail

2

Helper

2

Overview

Com

pan

y H

iera

rchy

Sales rep( Retail )

1

Sales rep( Wholesale )

1

MUP Sales Manager21

BA’s

17

MUP Artist

1

Overview

Com

pan

y H

iera

rchy

Sales rep( Retail )

2

Technical Supervisor

1

PPD Sales Manager

5

Sales rep( Wholesale )

1

Overview

Com

pan

y H

iera

rchy

Pre-SaleKA

1

FMCG Sales repRetail

4

FMCG Sales repWholesale

1

FMCGSupervisor

1

Delivery

1

Helper & Merchandiser

2

FMCG Sales Manager16

Helper

5

Overview

Com

pan

y H

iera

rchy

Helper

1

FS Sales rep

2

Food Serves Sales Manager

3

Overview

Com

pan

y H

iera

rchy

FMCG Sales repRetail

1

Cosmetic Sales rep

Retail 1

Aleppo Sales Manager

5

FS Sales rep1

Cosmetic Sales rep

Wholesale 1

Overview

Com

pan

y H

iera

rchy

Supervisor( Retail )

1

Cosmetic Pre-Sale

Wholesale 2

Delivery1

Helper1

CosmeticSales rep

2

FMCGSales rep

1

Lattakia Sales Manager20

FS & KASales rep

1

PPD & MUPSales rep

1

Driver1

BA’s5

Helper3

Overview

Com

pan

y H

iera

rchy

CosmeticSales repWholesale 2

Helper2

CosmeticSales rep

Retail1

Tartous Sales Manager14

KA & FSSales rep

1

PPD & MUPSales rep

1

Diver1

BA’s3

FMCGSales rep

Retail1

Helper1

Overview

Com

pan

y H

iera

rchy

Sales repWholesale

1

Helper1

CosmeticSales rep

Pharmacies 1

Tartous Sales Manager7

BA’s

2

FMCGSales rep

Retail1

Overview

Overv

iew

Board of Directors comprised of experts in the distribution field in Syria, Lebanon, Jordan, and Saudi Arabia. Each member has extensive experience in foodstuff manufacturing and brand developing

Channel/Category/Business Development Module Business designed and dedicated to the distribution

of fast moving brands Very focused company, we do not handle mass

brands, rather very selective and complimentary brands

Distribution & Sales

Sales

Business Spilt by Region

Our 5 Branches

Business Coverage


Sale

s

30

Sales target is to cover every point of sales of all classes

Achievement of key accounts sales target is the responsibility of Trade Marketing Manager

Marketing and sales team work in full harmony: our intensive BTL activities managed by our indoor team is boosts our sales in the field

Cover specific needs of the brand itself

Take into account:Geography, demographics, and disposable incomeCost efficiencies


Bu

siness S

pilt b

y

Regio

n

South40%

North20%

Central15%

Coastal15%

Others10%


Our 5

Bra

nch

es

Branches

Sub-distributors

Uncover


Our 5

Bra

nch

es

( Damascus Branch )


Our 5

Bra

nch

es

( Damascus Branch | Cosmetic W/S )

• ( 6 ) Pre-Sale

• ( 4 ) Delivery


Our 5

Bra

nch

es

( Damascus Branch | Cosmetic Pharmacies & Beauty Shop )

• ( 2 ) Pharmacies Cash Van

• ( 2 ) Beauty Shop Cash Van


Our 5

Bra

nch

es

( Damascus Branch | Cosmetic Retail & KA )

• ( 1 ) KA Pre-Sales

• ( 1 ) KA Delivery

• ( 2 ) Retail Cash Van


Our 5

Bra

nch

es

( Damascus Branch | MUP )

• ( 1 ) MUP ( Retail )

• ( 1 ) MUP ( WS-PCP )


Our 5

Bra

nch

es

( Damascus Branch | PPD )

• ( 2 ) PPD Retail

• ( 1 ) PPD WS PCP


Our 5

Bra

nch

es

( Damascus Branch | Food )

• ( 4 ) Food ( Retail )

• ( 1 ) Food ( WS-FO )

• ( 1 ) Food ( KA )


Our 5

Bra

nch

es

( Damascus Branch | Food Serves )

• ( 2 ) Food Serves


Our 5

Bra

nch

es

( Aleppo Branch )


Our 5

Bra

nch

es

( Aleppo Branch )

• ( 1 ) Cosmetic Retail• ( 1 ) Cosmetic Wholesale

• ( 1 ) Food Retail• ( 1 ) Food Serves


Our 5

Bra

nch

es

( Lattakia Branch )

• ( 2 ) Cosmetic Wholesale Pre-Sale• ( 1 ) Cosmetic Delivery

• ( 2 ) Cosmetic Retail

• ( 1 ) Food Retail

• ( 1 ) KA• ( 1 ) MUP&PPD


Our 5

Bra

nch

es

( Tartous Branch )

• ( 2 ) Cosmetic Wholesale



• ( 1 ) KA• ( 1 ) MUP&PPD


Our 5

Bra

nch

es

( Swida’a Branch )

• ( 1 ) Cosmetic Wholesale




Busin

ess

Covera

ge

Wholesale20%

Van80%

Wholesale Van


Busin

ess

Covera

ge

Direct coverage – Syria ,Number of POS ( Retail )

• OUR coverage is matching: 80% of weighted clients at all sales channel and 16% of universe

• B to B : Foodservice, MUP, Hairdressers, are all served by dedicated teams.

• Wholesales teams of the following channels: foods, personal care, medical warehouses are also dedicated

• Combo is only used at food channels• Merchandising team is not included


Busin

ess

Covera

ge

Sales Forces Covered channels

Specialized to cover:

• Retail : 1. KA: Hypermarkets 2 SSS: Supermarket (Retail A)3 DRD (Direct Retail Distribution): Retail B & C classes 4 W/S foods: Wholesales (food)

• Personal Care Products + Cosmetics:

5 BS: Beauty shops:

6 PH: Pharmacies:

7. W/S PCP: Wholesales (Personal Care Products)

8. M/W: Medical warehouses

9. DS (Department Store): Perfumeries & Department Stores

10. HD: Hair Dressers:

• Food Service:

11 HORECA: Hotels, Restaurant, Catering:

12 CS: Coffee Shops

13 BA/PA: Bakeries/Patisserie:

14 INDSRY: industry/Factory


Busin

ess

Covera

ge

• Wholesales & Medical warehouses channels served by dedicated team

Region Pharmacies A&B

Beauty Shops A&B

Wholesales (PCP)

Medical warehouses

Total

Damascus 1000 325 175 8 1508

Aleppo 50 50 30 1 131

Lattakia 300 140 45 7 492

Tartous 200 100 40 2 342

Swida'a 150 35 40 1 226

TOTAL 1700 650 330 19 2699

Personal Care Channels


Busin

ess

Covera

ge

• Perfumeries & Department stores are channels served by dedicated team• Hair dressers channel is also managed by dedicated team providing training, technical support,

next to supplying

Region Perfumeries Hair Dressers Total

Damascus 16 210 226

Aleppo 2 5 7

Lattakia 5 30 35

Tartous 7 30 37

Swida'a 3 7 10

TOTAL 33 282 315

Personal Care Channels


Busin

ess

Covera

ge

Foods / Retails Channels

• Wholesales channel served by dedicated team

Region HyperMarkets

SSS & Class A

RetailB & C

Wholesales (foods)

Total

Damascus 11 620 1500 250 2381

Aleppo 2 40 125 15 182

Lattakia 8 170 75 48 301

Tartous 3 140 40 40 223

Swida'a 1 45 40 12 98

TOTAL 25 1015 1780 365 3185


Busin

ess

Covera

ge

• Foodservice has a dedicated management & Sales team serving sales channels and providing technical support.

Foodservice Division : Coverage Channels

Region Hotels RestaurantsBakeries/ Patisseries

Café shops Total

Damascus 12 50 32 55 149

Aleppo 2 25 5 15 47

Lattakia 4 30 19 30 83

Tartous 1 7 1 8 17

Swida'a 1 3 1 3 8

TOTAL 20 115 58 111 304


Reporting System: Field

Back Office

Merchandising Team

Marketing Activities Cont


Reportin

g S

yste

m:

Field

• Point of Sales management: • Inventory, display, control, DMS (target: daily management system)

• Salesman daily report managed by handheld:

Route Planning

Timed journey plan per day• Report Out

Sales target (month-to-day)Credit report

• Report In:Retail inventoryDisplay (including photos)Competitors’ activitiesIn addition to the sales/collection operations


Back O

ffice

• Sales Management ReportsMTD target achievement by: area, POS, and SKUPenetration and display situationsMarket feedback Credit report

Report Out (Monthly):Sales comparison: Actual vs. Targets (YTD & MTD)InventoryCompetitors and market analysis


Merch

an

disin

g Te

am

Merchandiser Tasks:

• Help the sales reps maximize number of calls• Merchandise upon entering the store + when products are

sold to outlets• Record inventory upon each visit• Clean, maintain display, and conduct active reporting to the

Trade Marketing Manager• Helps in building the electronic map project


Marke

ting

Activ

ities

• BTL Support - POSM, display, shelving• In Store Promotions - boost sales while building

upon the brand• Sponsoring Events • Massive Sampling Campaigns - key accounts,

store openings, major events• Trade Incentive Programs


Marke

ting

Activ

ities

Work in collaboration with suppliers to play upon the brand’s strengths while taking advantage of arising opportunities

• Market Studies - consumer + trade’s perception on product• Build consumption habit when necessary• Actively stay ahead of the competition through constant

monitoring & innovative planning• Find new relevant ways to reach the consumer - (hospitals,

airlines, school cafeterias, park kiosks, gyms, hair salons, etc.)• ATL Support - TVC & Billboards: strongest tools


Marke

ting

Activ

ities

ATL Advertisements


Marke

ting

Activ

ities

Sampling Campaigns


Marke

ting

Activ

ities

Exhibitions


Marke

ting

Activ

ities

School Events


Marke

ting

Activ

ities

Events In Syria


Marke

ting

Activ

ities

NAD Back Office

Supply Chain & Warehousing

Finance

HR

NAD Back Office

Sup

ply

Chain

&

Ware

hou

sing

Business Plan TPS Plan

Import to Syrian Ports

Delivered & Distributed to NAD Branches

Supply Chain

NAD Back Office

Sup

ply

Chain

&

Ware

hou

sing

Warehousing

• Monthly inventory at all branches

• Temperature controlled set up

• Operate under FEFO (First Expired First Out)

• Right structure and control systems

NAD Back Office

Sup

ply

Chain

&

Ware

hou

sing

Supply Chain Efficiency Scorecard• Swift van loading daily (estimated time: 12.5 min)

• Sales orders are placed through palms in evening

• Warehouse staff prepare pallet next morning

• Sales leave to market at 10 am

NAD Back Office

Finan

ce

• ERP (Enterprise Resources Program)• Managing Resources

Why Us?

Why Us?

Company Brand

Thank you

Why Us?

Wh

y U

s?

• World’s Best Brand Partner

• Speed to market

• Continues development in the operation

• People management system

Foodservice

Why Us?

Com

pan

y B

ran

d

FoodsCosmetic

Thank You …….

Syria OverviewGeneral Facts CrisisNAD Overview Sales Force & Marketing NAD Back OfficeWhy Us? New...

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