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ATHINAIKI BED MATTRESS INDUSTRY SA
Company Presentation
Company Profile 2011 eng. By C.Tsiamalou-MKTG DEPT.1
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OWNERS: John Niarchos & Nicholas Niarchos
100% Greek Owned
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George J. Niarchos Dina N. Niarchos George N.Niarchos
Commercial Manager Internal Audit Officer Retail Sales Manager
The Next Generation
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The Leading Mattress
Industry in Greece
Vision & Values
Social Responsibility
Human Resources
Organization
Constant Evolution &
DevelopmentProduct
Lines
Production Facilities
Trademarks
Sales Networks
Awards &
Distinctions
4
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In MEDIA STROMwe create the “DNA”
for new technologies and new generation of mattresses!
5
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Our Vision & Values
6
Our Vision is to constantly improve the quality of Sleep and the quality of Life!
For over 40 years we have been inspired by the same basic values that earned
us a place in the consumers’ lifePersonal
and corporate
ethics
Innovation & Leadership
High quality of Products & Services
Respect for people , our
Country & the Environment
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Social Responsibility
7
We embrace our fellow men with respect and a sense
of ethics
•Our constant development and successful course have not led us away from people, who are the cornerstone of our philosophy. We feel our obligation and duty to those weaker among us and we take actions.
•We support our fellow men with constant actions and donations to older people nursing homes, to abused children, to homeless shelters, etc.
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Social Responsibility
8
Some of the groups we support with donations,
sponsorships & products, are the following:
• Fire-Stricken People all over Greece [2007]
• Athens Care for Homeless
• The Actors’ House
• “ANIMA” Psycho-social Rehabilitation
• “Elpida” Cancer Children
• “I Pediki Stegi” Institution
• Blood Donors Association
• “Doctors Without Frontiers”
• “Life Line” for elder people
• Alzheimer Association
• Markopoulo Women’s Volley Team
• Autistic Children Organization
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Human ResourcesOur people are our strength and that’s why we make sure they
have ideal working conditions, with regard to hygiene, safety
and aesthetics.
9
• We provide personal safety equipment & clothing
• Free transportation with company buses
• Private Health Medical Plan for all employees
• Company Dr. visiting on site for private consultation & examination
• A life & Accident Insurance Plan
• An free medical check-up per annum• Bonus Plan based on productivity • Interest- free loans• Company products at low prices• Wedding present to newly-weds• Theater & Cinema
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Human Resources
10
• We encourage promotion from within
• We have created a Blood Bank for our employees and their Families
• We have created a book-Loan Library
• Constant education for all employees
In 2010 more 1,600 hours and over 100.000 € was allocated in educational programmers & training , with regard to:
•Personal Development & On the Job Training
•Sales Techniques & Customer Service
•Safety & Hygiene at Work
•Technical Issues
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Our Organization
11
Board of Directors
General Management
IT Dept.COMMERCIAL DEPARTMENT
[SEE NEXT SLIDE]
Purchasing Dept. Human Resources Financial Dept.
Internal Audit
Production
R& D
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The Structure of Commercial Dept.
12
Commercial Dept.
Customer Service
Sales Dept.
FranchisingWholesales
S. Greece
Credit Control
Professional Equipment
Area Sales Managers
Exports Dept.North Greece
Branch
Wholesales
Area Managers
Retail Area Managers
Retail Network
Decoration & Store Styling
Area Sales Managers
Marketing
Retail & Franchising
Wholesales
Hotels &
Key Accounts
Advertising & Communication
Logistics
Warehouse
Logistics
Orders Dept.
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Constant Evolution & Development
13
19
76 The 1st. Orthopedic
mattress in Greece is
born1
98
0 Bed Foundations and American Type Upholstered beds introduced to the Greek market
19
86 The 1st. Mattress of
Latex was produced by Media Strom.
19
97 Launch of Prestige,
the 1st. Pocket springs mattress
19
98 Re-Launch of
Stromatex, with a range of low-cost mattresses aimed at the wholesale segment
19
99 Launch of a wide
range of pillows made of Latex.
20
01 NEW Collection of
upholstered beds-more that 30 different models, presented in an impressive 84 p. catalogue
20
02 Enriched the product
line with mattress protective covers and orthopedic wooden frames.
BIOMEDIA: New revolutionary overlay with medical Magnets.
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Constant Evolution & Development
14
20
04 Optimum-new
generation of mattresses. We brought the revolution to Greek mattress Industry!
20
04 The first ever
mattresses to be designed and produced exclusively for babies.
20
06 Launch of the
Exclusive Bedroom Collection, distributed only via our retail network.
20
06 Custom made
production of 6 STROMATEX mattresses for exclusive distribution through PRAKTIKER stores, all over Greece.
20
07 Emporio Bedroom
Collection, aiming to increase the penetration of the Wholesales market.
20
09 Total redesign and
relaunch of all our mattresses: 5 new lines with 17 top quality mattresses were presented.
20
10 Flexi LINE
Launch of a new line with 3 mattresses made of Memory foam & Latex , all with Aromatherapyproperties.
20
10 ADVANCE LINE
Improvement of all 4 mattresses of Advance line, with the addition of zones and Latex.
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Our Product Lines
15
Bed Mattresses Baby Mattresses Mattress Protective Covers
Biomedia® Pillows of Latex, Memory & Down
Upholstered Beds
Bedroom Accessories
Sofa-Beds Orthopedic Wooden Frames
Folding Beds
Media Strom is not only a mattress company.Our mission is to produce any product that promotes good sleep!
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Our Production Facilities &
Infrastructure
28/1/2011ΑΠΟΛΟΓΙΣΜΟΣ 2010
16
• 2010 is a milestone year for MEDIA STROM’s 43 yrs. history!
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Production Facilities &
Infrastructure
• We have made one of
our dreams come true
and so it is with
pleasure and honor
that we present to you
our new factory, a
leading factory in
Europe and one of the
most sophisticated in
the world!!!
17
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Production Facilities & Infrastructure
MAIN STRATEGIC OBJECTIVES:1. To Increase production capacity (1,200 mattresses per shift)
2. To manufacture products of high quality and hygiene.
3. To operate with respect towards its employees and the natural environment.
4. To create the conditions for future expansion and Exports
18
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PRODUCTION FACILITIES &
Top Engineering Equipment
• In Media Strom’s new
factory, we have
established a unique
production line of
mattresses, with the best
machinery from around the
world, operating under the
supervision of our
specialized personnel.
• This helped us to improve
even further the already
high quality of products !
19
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PRODUCTION FACILITIES &
INFRASTRUCTURE
• Our New Factory gives us a huge competitive advantage and it is by itself a very strong reason for a consumer or a wholesaler to choose our company and our products!
• Inviting end users to visit our new plant has been accepted with great enthusiasm, because it shows transparency in production & raw materials
20
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Our New Factory: A gem in worldwide industry!
21
• Experienced field partners, machinery
manufacturers and raw material
producers from abroad, that have
visited our new facilities, are excited
with this unique achievement in the
international mattress production
industry and they speak with
enthusiasm:
“I’ m 30 years in the business now and did visit a lot of mattress manufacturers around the world. Media Strom is one of the most modern and efficient mattress factories I have seen”Kurt Ruegg, Sales Manager, Spühl [Spühl is an international top spring-producing machinery
manufacturer]
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Our New Factory: A gem in worldwide industry!
22
“I was very honored by the fact that you have
decided to show me your production facilities,
which has very much resemblance to a pharmacy
In its organization and cleanliness”
Sebastian Mândroc, External Sales Manager,Deslee
Clama [DesleeClama is one of the most innovative,
high quality fabrics producer in the world]
ΒΙΝΤΕΟ ΜΑΡΚΟΠΟΥΛΟ[5.06’]
“It was really wonderful to get to know your new plant. Congratulations once again! It’s an example for our industry, and a breath of fresh air, as we live
in such difficult times...” - Pedro Saraiva, External Sales Manager, Flexitex [Flexitex is one of the largest mattress fabric producing industries in Europe].
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Our R &D Department
Εταιρική Παρουσίαση23
• Unique R &D Department in Greece
• An experienced team constantly works to improve our existing products and to design new ones, monitoring the latest developments and trends in the worldwide market.
• Our aim is to provide best value for money products
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Our R &D Department
24
• With simulation we test mattress durability & performance after 10 yrs. daily use, in only 34 hours
• The quality standards we have set are even stricter than the European ones!
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Trademarks
25
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Awards & Distinctions
26
20
00 Our company
applies a Quality Assurance System according to standard EN ISO 9002 [ UPGRADED to 9000:2001 in 2004]
20
01 We were the first
company to be awarded with the ECOLABEL for all our mattresses by the EU, a trademark that confirms their quality, durability and ecological character.
20
05 A gem company
The company was raked 38th in the list of the Top 100 Diamonds of Greek Industry and Commerce. Ranking was based on 10 financial indexes
20
07 Europe’s Top 500
We were ranked in the 266th position among the 500 fastest developing companies in Europe, based on sales and human resources
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Awards & Distinctions
27
20
07 Best Business Award
by the Ministry of Industry & Development
20
08 Ranked 28th in an
international study conducted by the British company PLIMSOLL
20
09 Again in37th.
position among Greece’s Top 100 Diamond Companies
Source: Real News 11.01.2009
20
10 Best Concept
Redesign Award in the Franchise Awards, for its retail Network redesign
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Our Sales Networks
28
• 24 Stores in Attica
• 7 Stores in Salonika
• 1 Store in Veria
• 22 Franchising Stores all over Greece
RETAIL Network
• 2.800 Furniture construction companies, furniture selling stores, white linen stores, etc.
• Stromatex in Key Accounts & Hypermarkets (Praktiker)
WHOLESALE Network
• 1.000 Hotel Units & Cruise Ships
Hotel Product Lines
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29
NEW STORE CONCEPT
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30
Our main Objectives for the re-design were:1. To create a “wellness “ atmosphere and to stress the
importance of Sleep
2. To offer the visitor a unique shopping experience
3. To Act as a selling tool for the sales advisor
4. To harmonize the appearance of all stores
5. To differentiate us from the competition
NEW STORE CONCEPT
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31
NEW STORE CONCEPT
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Εταιρική Παρουσίαση 32
NEW STORE CONCEPT
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FINANCIAL DATA
33
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ATHINAIKI BED MATTRESS INDUSTRY SA
Sales Growth in Millions € [2000 – 2010]
8,82
9,58
11,67
14,91
20,07
25,05
30,57
35,50
37,10
37,43
37,87
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
Millions €
34
329%
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ATHINAIKI BED MATTRESS INDUSTRY SAA Leader beyond any doubt!35
Millions €
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BRAND AWARENESS
36
37,9
15,8
3,6
3,4
2,8
2,7
2,6
3,4
0,6
0,6
0 10 20 30 40
MEDIA STROM
CANDIA STROM
ELITE STROM
IDEAL STROM
STROMATEX
TERZOSTROM
IKEA
COCOMAT
LINEA STROM
GRECO STROM
Top of Mind
58,6
39,3
12,7
11,6
11
9
7,6
5,7
4,7
2
0 20 40 60 80
MEDIA STROM
CANDIA STROM
IDEAL STROM
COCOMAT
ELITE STROM
IKEA
STROMATEX
LINEA STROM
TERZOSTROM
IMPERIAL STROM
Unaided
91,6
74,5
61
55,7
50,9
50,3
43,9
31,8
22,6
15,6
0 50 100
MEDIA STROM
CANDIA STROM
IKEA
IDEAL STROM
ELITE STROM
STROMATEX
COCOMAT
LINEA STROM
IMPERIAL STROM
TERZOSTROM
Total
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CORPORATE IMAGE
37
58,6
39,3
12,7
11,6
11
9
7,6
5,7
4,7
2
0 20 40 60 80
MEDIA STROM
CANDIA STROM
IDEAL STROM
COCOMAT
ELITE STROM
IKEA
STROMATEX
LINEA STROM
TERZOSTROM
IMPERIAL STROM
Unaided
56
34
14
12
9
6
5
3
3
2
0 20 40 60
MEDIA STROM
CANDIA STROM
COCOMAT
IDEAL STROM
ELITE STROM
IKEA
LINEA STROM
TERZOSTROM
STROMATEX
OPTIMUM
Best Quality
42
25
10
7
7
6
5
3
3
2
0 20 40 60
MEDIA STROM
CANDIA STROM
IKEA
IDEAL STROM
COCOMAT
ELITE STROM
LINEA STROM
TERZOSTROM
STROMATEX
GRECOSTROM
Best Value for Money
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ADVERTISING
• We are by far the largest advertiser in our field!
• Our strategy these past years has been to change the perception that MEDIA STROM is an expensive brand!
38
• Our objective
was and is to
enlarge our base,
by targeting and
attracting more
consumers to
our stores!
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Advertising Spending
39
Total Investment in
Advertising
[2003 – 2010]
12.000.000 €
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40
Mattress CompaniesShare of Advertising Spending in 2010
CANDIA STROM
0%
DUXIANA
4%
IDEAL STROM
3%
BED & BATH
4%
A/O
9%
COCO-MAT
18%
ELITE STROM
21%
MEDIA STROM
41%
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Advertising 2008 « Whatever you live… it starts on a mattress !»
The Marketing Dept. after evaluating the consumer research findings in February 2008, created a new campaign with emphasis on people and their quality of life!On a mattress you will spend your most important moments:
You will fall in love…You will succeed…
You will cry….MEDIA STROM VITRINA 40 SEC.mpg
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Advertising 2009 «Hugs»
Hug2009 TV spot Agalies 40''.mpg
feeling
sleep
life
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Advertising 2010
‘ core values of Media Strom’
• Differentiation of
Media Strom from
Competition and
emphasis on core
values!
• The New Factory
used as the vehicle
for our
communication
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AXIES
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0,00 5,00 10,00 15,00 20,00 25,00
2005
2006
2007
2008
2009
2010
5,94
10,11
12,09
20,62
13,82
19,74
Investments in Millions €
ATHINAIKI BED MATTRESS INDUSTRY SAOur Investments!
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FACTORY INSTALLATIONS
Past
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NEW -State of the art- FACTORY
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Today : 19,000 sq. m. of buildings in 42,000 sq. m. land
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Future FACTORY BUILDINGS & INSTALLATIONS
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Tomorrow: A super sophisticated Logistics Installation
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•We have created the conditions for expansion
•We have excess capacity
•We have researched the international markets
……..
… So we are ready to START EXPORTING our top quality products in 2012, …to help improve peoples’ sleep all over the world!!!
Our Next Steps
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In
We stay awake… so that you can sleep better!!!
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