Construction Trading Company “Petrovich” LLC
Mission statement
www.petrovichstd.ru
We build through
continuous development:
Decent life for our employees.
Successful business for our partners.
A solid foundation for the whole society.
We build life.
Why Petrovich?
www.petrovichstd.ru
Our name had appeared when the approach to businessbegan to emerge and the basic business principlesand rules became clear. The main idea is the honestbusiness, trusting relationship with partners andcolleagues, the ability to make decisions and takeresponsibility for them. In practice the person whoearned the respect not only as a status unit but asa person with high values of life and exellent personalqualities in Russia called simple patronymic name.
In this manner Petrovich appeared as the collectiveimage of insider, partner and close friend you can rely
“Petrovich” СTC
www.petrovichstd.ru
8 construction trading depots“Petrovich” CTC in St. Petersburg.
7 construction trading depots“Petrovich” CTCin NorthwesternFederal District.
Distribution center
Unified distribution center
History of development
www.petrovichstd.ru
1995 Foundation of the company under the name “Petrokon”.
1998 LLC “Petrokon” is renamed into LLC “Construction Trading Сompany “Petrovich”.
2000 Production site is founded for manufacturing of reinforcing mesh.
2002 Production department is incorporated into the Group for manufacturingof dry graded sand.
2003 December Beginning of dry mixes “Petrolit” production.
2004 June Opening of the first Cash&Carry at Salova, 46.
August Opening of metal trading depot “Petrovich” CTC at Parnas.
2006 December Receiving of International ISO certificate ISO:9001.
2007 October Opening of Call-Center.
2008 June Opening of the first regional depot “Petrovich” CTC in Vyborg.
2009 March Foundation of “Petrovich Friends Club”.
2014 Opening of the new regional depot “Petrovich” in Tver.
“Petrovich” CTCCRO format
Constructors Renovators Oriented – format of building materialstrade aimed at professional consumers.
Consumer profile
www.petrovichstd.ru
35%35%Corporate clients
48%48%Professionals without
legal entity establishment.
“Petrovich Friends Club”
10%10%Retail buyers(legal entity)
7%7%Retail buyers(individuals)
22%22% – Build for themselves
26%26% – Build for others
Growth dynamics of sales volume
www.petrovichstd.ru
2008 2009 2010 2011 2012 2013
30%30%-20%
16%16%
56%56%
45%45%25%25%
2014
20%20%
prognosis2015
21%21%
Growth dynamics of chain, rub
www.petrovichstd.ru
2011 2012
11 billion
16 billion
2013
20 billion
2014
24 billion
prognosis2015
29 billion
Sales channels SPb
www.petrovichstd.ru
Call-centerwith delivery
45%
Сash &carry store
6%
Call-centerwith pickup
2%
Pickup
13%
Delivery
18%
Internetwith delivery
14%
Internetpickup
2%
@
@
Growth dynamics of depot number
www.petrovichstd.ru
2002 2004 2006 2009 2010 2011 20122003 2005 20082007
number of basesSt. Petersburg
Northwestern
Federal
District
4
8
12
14
16
2
6
10
2013 2014
Sample format of depot
www.petrovichstd.ru
500 – 2000 m2 – cash & carry store;
120 m2 – sales department.
Sample format of depot
www.petrovichstd.ru
100 m2 – service area for legal entities,wholesale customers and key account customers;
35 m2 – private zone for cardholders
Sample format of depot
www.petrovichstd.ru
1200 m2 – covered storehouse;3500 m2 – storage yard with passages;15 0000 m2 – warm storage warehouse;
Range of items
www.petrovichstd.ru
total numberSKU 13 500
Matrix materials
15%
General constructionmaterials
15%
Wood-board materialsand timber products
14%
Dry constructionmaterials
9%
Thermal insulation
7%
Painting materials
6%
Others
34%
Private Labels
www.petrovichstd.ru
Dry mixes “PETROLIT”Suspended ceilings “ZHEMCHUZHINA”Manual tools WENZO and HESLERConcrete mixer MITTERLaminate flooring PAREMOPainting tools “BODRIY MALYAR”The membrane of construction “IZOSTRONG”Laminated flooring board padding PROFLEX
Antiseptic “EKO MASTER”Ceramic granite ZULAMastic “MEGA MAST”Glass wallpapers CORSAGLASSBits and drills SHAFTPVC panels “ORION”Painting materials “LIRA”Radiators TERMATIK
CORSAGLASS
Our people
www.petrovichstd.ru
2172 employees
85% of Employeeengagement
Career and Education
www.petrovichstd.ru
Mentoring system
Distance learning
Corporate university
Higher education grants
Specialized training
EMBA programs
Career and Education
www.petrovichstd.ru
System of committees
Internal forumPetlocal.ru
Ideas board
Project groups
Corporate newspaper«Petrovich news»
Socializing
www.petrovichstd.ru
Joint holidays
Mind-sports
Yoga classes, ping-pong,mini football
Services
www.petrovichstd.ru
Customer Help Desk 24/7
Delivery by manipulator
Equipment leasing
Lifting
Removal of refuse
Pain tinting
Sawing
Services
www.petrovichstd.ru
«Standard delivery»within 4 hours
«Exact time»delivery
«Express delivery»within 2 hours
«Daylong delivery»for people readyto wait
Call-center 24/7
www.petrovichstd.ru
Share of sales through thecall-center to the turnover – 37%
Service rate – 95%
Average amount of callshandled per month – 160 000
Number of specialists – 235
Online shopping www.petrovichstd.ru
www.petrovichstd.ru
Share of online sales to turnover(cumulatively)
Web-site traffic with 225 000unique visitors per month
Yandexmarket 340 comments2011 2012 2013
2%2%
5%5%
10%10%
2014
14%14%
prognosis2015
17%17%
Loyalty program“Petrovich Friends Club”
www.petrovichstd.ru
Benefits for participants:
Accumulating pointsand exchanging for prizes.
Payment by points.
Receiving discounts on the purchase.
Receiving applicationsfor repair and constructionworks in heading “Bids”.
Special terms and conditions forservices provided by “Petrovich” CTC.
Growth dynamics of active
participants number:
Participants of program – professionals without legal entity establishment.
6 267
30 683
47 272
2010 2011 2012
86 000
2014
112 000
2015
Loyalty program“Petrovich Friends Club”
www.petrovichstd.ru
Share of sales through PFC to turnover – 49%49%
person rub
Expert Profi Master Spec
Share:
1%
12%16%
36%
26%31%
25%
52%
Saint-Petersburg
www.petrovichstd.ru
Depot and Cash and Carry
Moskovskaya Slavyanka
pr. Engelsa, 157, lit. A
Tallinskoe shosse, 131
Planernaya, 15 B
Salova, 46
Gatchina
Murmanskoe shosse 12-13 km
Industrialniy pr.
United distributive centerUtkina zavod, 1.
Distribution center Piskarevsky
Saint-Petersburg
Kolpino
Gatchina
Ring Road
Ring Road
Ring Road
Ring Road
Ring Road
The Gulf of Finland
NorthwesternFederal District
www.petrovichstd.ru
Velikiy Novgorod, Sirkovskoe shosse, 29
Volosovo, Narvskaya, 15
Vyborg, Pekarniy pr., 2
Kingisepp, Dorozhnikov, 14
Luga, Komsomolskiy pr., 54 A
Petrozavodsk, Solomemenskoe shosse, 5
Tver, Octyabrskiy 113
Luga
VelikiyNovgorod
Petrozavodsk
Tver
Kingisepp
Slantsi
Volosovo
Saint-Petersburg
Vyborg
The Gulfof Finland
LakeLadoga
Thank you for your attention!