russian cookware brand
TRANSCRIPT
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The only manufacturing company on cookware market of Russia with a technology of die-casting with crystallization under pressure; The only company in Russia with its own licensed foundry; All products are being manufactured at two full-cycle production areas in Russia, in Saint-Petersburg and Dno town;
A new modern plant built in Saint-Petersburg in October 2015;
A company with the largest production facilities in a branch;
Why «NEVA METALL POSUDA» (NMP) is a brand №1?
ABOUT PRODUCTION
ABOUT QUALITY
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Multilevel quality control of products at all stages of production (7-level quality control). Amount of defective items is less than 0,02%;
Guarantee of a top safety class of products: careful choosing of coatings suppliers, usage of water-based coatings with the best performance properties; Quality, safety, customer appeal of the products. The technologies that match the level of global brands and even exceed it;
Quality management system certified with the requirements of ISO 9001;
Why «NEVA METALL POSUDA» (NMP) is a brand №1?
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Commercial policy is in public access at our website;
Unified principles of sales and pricing construction; Guarantee of high level of marginality for our Partners; Marketing and merchandising support of our partners;
Orders completion of 99,99%, based on results of 2015;
BUSINESS APPROACH
Why «NEVA METALL POSUDA» (NMP) is a brand №1?
Cookware market: NMP share
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Cookware market analysis include:
• All types of frying pans (all-purpose / middle height, stewpans, pancake frying pans, woks, etc.);
• Frying pans made of any material (aluminum - casted and stamped, stainless steel, cast iron);
• Coated (with non-stick coating PTFE, ceramic coating) and uncoated frying pans;
• Frying pans of all price range (low to premium);
• Frying pans of all brands, including retailers` private labels.
3 406
3 141
3 000
3 050
3 100
3 150
3 200
3 250
3 300
3 350
3 400
3 450
1H 2014 1H 2015
- 8% in pcs.
-2% in Roubles
Total market (volume) decreased by 8%
Total market (value) decreased by 2%
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Thousand items Thousand Roubles
2 375
914
2 318
033
2 280 000
2 290 000
2 300 000
2 310 000
2 320 000
2 330 000
2 340 000
2 350 000
2 360 000
2 370 000
2 380 000
2 390 000
1H 2014 1H 2015
* GFK retail audit
Russian market of frying pans, retail chain stores. Dynamics of 1H 2015 / 1H 2014
63%
-19%
47%
-16% -3%
-20%
-62%
-100%
-22% -5%
-27% -32%
Russian market of frying pans, retail chain stores. Main players dynamics (volume) 1H 2015 / 1H 2014
• Among the first ten retail brands in the 1-st half of 2015 increase in volume terms noted only in «Neva metall posuda» and private retails brands
• Mid-range segment decreased most of all. Demand shifted towards «premium» and «economy» segments
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* Thomas – Showed large volumes in 2014 causes by single-time sales promotion in O`K retail.
* GFK retail audit
10,7
26,3
19,3 6,1
5,5
1,0
0,9
1,5
1,5
1,4
19,9
1H 2015
NMP
TEFAL
Private labels RONDELL
LANDSKRONA MARIER
VITESSE
THOMAS
FLONAL
TVS
4,9
32,8
13,2
5,9 4,9
2,3
2,0
6,8
1,4
1,0
1,2
23,4
1H 2014
NMP
TEFAL
Private labels
RONDELL
LANDSKRONA
MARIER
VITESSE
THOMAS
FLONAL
TVS
JARKO
Others
• Market share of NMP has increased more than 2 times within a year
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NMP
Tefal
Private labels
Rondell Landscrona
NMP
Tefal
Private labels Rondell
Landscrona
* GFK retail audit
Russian market of frying pans, retail chain stores. Main players value share 1H 2015 / 1H 2014
• Market players with higher average price decreased their market share in 2015, NMP become the largest manufacturer in «mass premium» segment (more expensive products, focused on mass buyer).
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Considering moderate price increase, NMP increased its market share more
than 2 times.
1 155
743
493
1 012
622
1 569
979
352
1 033
573 612
1 321
955
437
1 282
582
1 226 1 269
383
1 169
578 672
NMP TEFAL Private labels RONDELL LANDSKRONA MARIER VITESSE THOMAS FLONAL TVS JARKO
Top 10 brands: av.prices change
Av.price 1H 2014 Av.price 1H 2015
14% 28%
-11%
27%
-6% -22%
30%
9% 13% 1% 10%
119%
-20%
46%
3% 11%
-57% -56%
4%
40%
16%
-15%
NMP TEFAL Private labels RONDELL LANDSKRONA MARIER VITESSE THOMAS FLONAL TVS JARKO
Top 10 brands Average prices and Value share growth 1H 2015 / 1H 2014
Av.price growth Value share growth
Russian market of frying pans, retail chain stores. Price and market share development 1H 2015 / 1H 2014
* GFK retail audit
• Average shelf share of NMP (among all manufacturers of frying pans), amounts 15,3%
Food retails. NMP share of 15,4%
Household retails. NMP share of 17,1%
Household appliances and electronics.
NMP share of 10,1%
* Based on internal data of the Company 10
16,7
24,1
18,9
-
10,3
24,5 24,6
12,4
29,0
8,6
15,3
- -
20,8
-
5,0
10,0
15,0
20,0
25,0
30,0
35,0
40,0
NMP shelf share in %, top-retailers
Russian market of frying pans, retail chain stores. Shelf share of NMP in retails:
29%
16% 15%
8%
8%
5%
5% 4%
3%
2% 1%
1% 1%
1% 1% 1% 0%
Food retail chains Others
Tefal
NMP
Private labels
Landskrona
Flonal
TVS
Jarco
Rondell
Toscana
Ballarini
Scovo
Beka
Attribute
Biol
Taller
Kukmara
• NMP is widely represented
• NMP is the main and strong competitor of Tefal
• Strong positions in different segments of the market
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Others
Tefal
NMP
Private labels
Landskrona
32%
17% 10%
9%
9%
8%
3% 3%
2% 2%
2% 2% 1%
Household retail chains Others
NMP
Tefal
Private labels
Beka
Rondell
Jarco
Kukmara
Scovo
TVS
Taller
Toscana
Attribute
Others
Tefal
NMP Private labels
Beka
37%
23%
18%
10%
6% 4% 2%
Electronics retail chains
Tefal
Others
Rondell
NMP
Beka
Ballarini
Taller
Others
Tefal
NMP
Rondell
Beka
Retail chain stores: NMP shelf share in comparison with other companies on market
* Based on internal data of the Company
THANK YOU FOR THE ATTANTION! Contact information:
78 lit. N, Marshala Blukhera avenue, Saint-Petersburg, Russian Federation, 190000
Тel.:+ 7 (812) 331-59-50, + 7 (812) 331-59-51,
+7 (812) 331-59-52, + 7 (812) 331-59-53
e-mail: [email protected]
http://nmp.ru
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НМП
Terrestrial latitude 59°58′36″N (59.976643),
Terrestrial longtitude 30°28′19″E (30.472058)