Slajd 1 - Lolo Pets

Seminar, April 2011
Vitapol ® – the best for your pets
Agenda
12 April Tuesday
10.00 1st part of the seminar for the English group
Coffee break at about 11.00 (15 minutes)
12.15 Departure to the Headoffice from the hotel
14.30 Return to the hotel
15.00 - 16.00 2nd part of the seminar
16.15 -17.15 Break
17.30 -19.00 Dinner at the hotel
19.15 Departure to Bydgoszcz from the hotel
19.30 Trip to the Old Town in the city centre
Plan of Presentation
Part I
1. Basic information about the Hobby company
2. History
3. Business profile
4. Global responsibility
5. Vitapol® brand: description and history
6. Presentation of the products
7. Technology
8. Sale
Plan of Presentation
Part II
1. Competitive advantage
2. Products promotion and marketing support
3. Nutritional requirements of small animals
4. Mission and vision of the Vitapol® brand
5. Plans for future
6. Conclusion
1. Basic information about
Hobby company
The P.W Hobby company employs more than 250
employees and we belong to the group of big-size
companies
• The company occupies an area of 5 hectares
• The warehouse area is of 4000 sq m and places for euro pallets of 8000
• The useable space of our company is 10,000 sq m
Departments:
• The Export and Import Department
• Sales and Trading Department
• Marketing Department
• Order and Analysis Department
• The Quality Control Department
• The Accounting Department
• The Implementation Department
• It Services Department
• The Department of Education Personnel
• The Department of Mechanical Engineering
• The laboratory
• Warehouses
• Production
• The Main Building with offices
2. The history of the
company
•1980's – „Aquarium Poland‟: breeding and exporting fish
•1988 - import of items for pets
•1992 - the production of Vitapol® brand
•1994 - the cooperation with the Trixie
•1996 -1997 import of dog chewing toys from Far East
•2005 - new brand Lolo Pets®
•2009 - creation of sub-brand, Lolo Pets Classic®
3. Business Profile
•Manufacturer of the two international brands:
•Distributor of several brands
•1989 - the cooperation with
•1994 - the cooperation with
•1997 - the cooperation with Interquell
•2005 – the exclusive distributor of Trixie brand in Poland
•2010 – the exclusive distributor of
• Importer of items for pets from China
In the past, as the first company in
Poland, we were the importer of
the following brands:
JBL, Sera, Hunter, Hobby, Dupla,
Astra, Europet, Vitakraft, Gimborn
and Hagen
4. Global Responsibility
Global Responsibility
• None of our products is the subject of thermal or chemical
processing
• Cartons are fully biodegradable and recyclable
• Location of the company in the forest environment which
guarantees clean air and energy for food production
• Production based on clean energy carriers
• Ecologically clean area of the company located within the
Nadnotecki National Park
• Segregation and recycling of waste cardboard and plastic
Global Responsibility
• Close cooperation with civil recycling and advisory
oganization
• Limiting CO2 to the minimum due to the modern
heating system and the production proccess
•Non thermal, chemical and light processing of the
products
• Fully regulated aspects of water resource management
• Logistics operations based on the latest developments
• Supporting the activities of pro-environmental
organizations
5. Vitapol® brand:
description and history
5a. Vitapol® History
•1992 - the production of food under the brand Vitapol®
•2007 –
•2010 The first product was a complete food for buggies and
then for hamsters
After food the next products were sticks
Logo
5b Description and
characteristics
• Currently the food
under brand Vitapol® is
packed in barrier foil
with atmosphere
control
• The carton packaging
has a tear-away
opening and stamped
parts and the doypack
has a string closure
We improve for You …
During this year we are planning to
lounch a new packaging of
Premium Line with pictures of
animals painted on it
6. Presentation of products
• Vitapol® brand covers nearly 500 items
• 60 flavours of
• The basic line of complete food in doypacks, cartons,
buckets
• Snacks, drops, limes, hay, litter and sand
• Food for pond fish
• Litter for cats
Product Differentiation
• Three layers are a rich source
of minerals and vitamins
• The diverse composition of
the smakers® gives an
opportunity to satisfy the most
sophisticated tastes of a pet
• Unique recipe of the binding
agent
• The highest range of flavors
of smakers® in the world
2 Leading Formulas of
Smakers®
1. A snack and fun in one
2. Knowledge about pets‟
favourite menu
Classic
Smakers®
Dimensions:
length 18.6 cm
weight 45g
What make our
smakers® so special?
• Foil barrier with
atmosphere control
• Two-year expiration date
• 100% of natural
ingredients
• The unique recipe of the
binding agent
Original flavours of
smakers®
Cocktail smakers®
Moulting smakers®
Flower smakers®
XXL
Smakers®
Dimensions:
length of 26.1 cm
weight of 250g
Maxi
Smakers®
Dimensions:
length of 31.7 cm
weight of 450 g
The Basic Line
5 kinds of packaging
Comfortable choice …
400g -500g foil
340g to 1kg cartons
2kg or 12 kg buckets
25 kg bags
Wide offer of the
Basic Line
• Complete food
• Vegetable mixture
• Fruit mixture
• Meat food for ferrets
• Cheese food for mice and rats
• Colour enhanced food for canary
• Senior and junior kind of food
• Alfalfa pellets for rodents
• Puff-rolls, Ringi Ring
• Sunflower and Senegalese millet
Color enhanced food
for canary
• yellow factor
• red factor
Long Life for your
Rabbit with Vitapol®
Junior type food
• An increased
dose of minerals
and vitamins
such as A, E, D3
• The content of
easily digestible
high quality
protein
Senior type food
• Proper diet - more
vegetables and fruit
• Granules of a
special composition
• An increased dose
of all vitamins in
particularly the
vitamin E
• Mixtures enriched
with additional
ingredients
• The weight of the
packaging is from
500g to 1kg.
Premium food
vs.
Complete food
Vitapol® Snacks, drops and
limes
Vitapol® Snacks
Mix sticks for rodents (200g)
Tropicana for rodents (600g)
Exotic cocktail mix (1.9 kg)
Vitapol® Menu
“Corn teeth” menu
Flakes menu:
carrot, beetroot, rice
snowflakes
Balls menu: peas,
salad mix
Sticks menu: salad
mix
Vitapol® Drops
Flavours:
forest fruits,
vegetables, nuts,
yogurt,
honey, milk,
carrot, vegetables
drops mix
Vitapol® Limes
• Flavours:
natural, orange, apple,
vegetables, popcorn, for
birds with addition of sea
shells
• Made from natural
limestone
• Proper care after its
teeth and provision of
minerals
Vitapol® Cones and Vitburgers®
Vitapol® Straw, sawdust, and
sand substrate
3 Sizes of Hay packaging
300g
500g
800g
3 kinds of sawdust
lemon
orange
natural
natural
Vitapol® Grass for cats and
rodents
• Diversified diet
• Rich in nutrients
and vitamins
• Recommended
juicy grass in the
autumn and winter
Vitapol® Sand
• Its composition has
been enriched with
finely ground shells,
which are a source of
micro- and
macroelements
necessary for the
proper functioning of
the organism
Vitapol® Sand
• Thanks to high
quality minerals
included in the
sand you provide
pets with the
best conditions
to keep their
daily hygiene
• Coals for birds, algae,
• Shells + lime,
• “Chat chat” for budgies,
• Thick feathers,
• Iodine beads,
• Meadow herb,
• “Fitness and strength”,
•“Sing sing” for canaries,
• Super color for canaries,
• oil beads,
• Honey pearls,
•“Nature mix”
• The food is packed in
doypack with a closingstring
• The food is a mixture rich
in fiber, large pieces of
vegetables, herbs, and
extrudates
• The food does not incude
any seeds
• The variety of
configurations is
comparable to the
Premium Line
New Magic Smakers®
• Innovation in animal
nutrition
• The line meets the
highest requirements
of dietetic habits of
little pets
• This is about
improving the
functioning of the
digestive system and
the liver of animals
Dietetic food for rodents
•The fully balanced dietetic
food
•Unique composition of
ingredients
•Lowers the fat content in a
natural way
•High quality protein
•Natural vitamins,
preservatives-free
• Supports digestive
processes
• Sleek fur and slim figure of
rodents
• Excellent condition and
health
Dietetic food for birds
• The distinguished quality of
Natural Dietetic and the
quantity of specially selected
ingredients
• Ideal for daily nutrition ensures
beautiful coloration and health
• Attractive multi-ingredient
food
• New quality of nutrients with
reduced fat content
• A lightness and satisfaction
• Assists digestive processes
Aroma color: food for the
guinea pig
Aroma Kolor: food for the
hamster
Aroma mixture for guinea
pigs is composed of the best
Polish grains, dried
vegetables, granules rich in
vitamins and microelements.
is a mixture of selected grains
and cereals, green plants and
vegetables from the best Polish
plantations
Aroma Kolor: food for canary
• a mixture of grains chosen so as to
meet the complete nutritional
requirements
•the highest quality beans, enriched
with vitamin and mineral supplement
Aroma Kolor: food for cockatiels
Aroma highest quality beans in the
mixture chosen in such a way as to
best meet the nutritional needs of
these birds.
Nature delivered to your house …
Vision of
• A mixture of refinement and simplicity in one
product
• A unique combination of ingredients
• Vita Herbal line consists of dried fruits,
vegetables, grasses, herbs, flowers and seeds
• The Vita Herbal Line is all natural and healthy
• Preservatives-free
• The idea of a return to nature
Rodents:
• Original and unique selection of sundried fruits and vegetables
• Vitamins and minerals ready to eat; no
chemicals and preservatives
• Exceptional attention to meeting the
nutritional needs
• Fantastic mixes of wonderful gifts from
nature
• Energizing herbs
Birds:
• Addition to enriching daily diet of
natural ingredients and minerals
• The perfect combination of highquality ingredients
• Energizing herbs
• A very competitive
product
• Single smakers® packed
individually in a foil bag
• Packed in protecting
atmosphere
• Freshness and warranty
persisting up to 2 years
Flavours for rodents:
honey
nut
fruit
vegetables
apple
flavours for budgies:
strawberry
honey
egg
fruit
Flavours for cockatiels :
fruit
nut
orange
kiwi
Flavours for canary:
fruit
honey
egg
• Complete color enhanced
extruded food
• Designed for colourful pond fish
• The special production
technology will keep food on the
surface of the water for two days
in the same shape and colour
• It does not cause water
cloudiness
• Good for either manual or
automatic feeding
•
•
•
•
•
Urine absorbing and odour
neutralizing
Non-toxic and
environmentally friendly
very efficient
Ideal for allergy sufferers
It stops the grow of
bacteria and does not emit
any dust
lavender
classic
flower
Patents
Seeds catcher
Seeds catcher has a unique
mounting system with a thread
that matches the hole in the wood,
under the smakers®
Thanks to that solution we can
save up to 20 percent of grains
falling down and being discarded
together with the litter
The product is intended for
multiple use
Seeds catcher
Patents
Magic bowls
a unique stand consisting
of three bowls, where one
of them can be hidden under
another one when not in use
Pressing the spring makes the
third bowl slide. The product
is very easy to use and does
not take much space
Magic bowls give a possibility
of giving your dog canned
food, dry food and water
at the same time
Patents
Shark hanger for smakers®
Is a patented system of three locks
to prevent slipping and moving of
the smakers® attached to the bars in
the cage. Suitable for each cage.
Trademarks
Trademarks
7.Technology
• A Smakers® consists of three
layers
• A unique recipe of binder agent
• The production includes several
key stages of the layering and
drying
• During the production we let
smakers® ripen at the proper
temperature, to increase their taste
and keep all the necessary vitamins
and minerals inside
Technology
• The
production of smakers® is 80 percent manual
8. Sale
• Vitapol® brand goods have been created to be
sold in pet shops
• We currently employ eleven sales
representatives who come to all our customers
• Vitapol® can be found in about 1500 shops, and
in 100 wholesales in Poland
•Our products are present in approximately 60
countries worldwide
Our customers
Belgium
Belarus
Bulgaria
Czech Republic
Denmark
Estonia
Finland
France
N.V. LAROY
DUVO SA
CHUP "VITAPOL
PLUS
IKA LTD
Greece
Lydia Ltd.
Georgia
ZOOLIFE + LTD
Netherlands
JOSEF KVAPIL JK
ANIMALS
Israel
Rene Jacobsen en
Gros A/S
Jordan
LEIGIV OU
FED PET OY
WIPET OY
Kazakhstan
Lithuania
RENTENAAR
DISCUS VAN DE WEERD
Import And Distribution
Of Pet Products
ALI JASER AQEL AL NATUR
ZVERIO MOE
UAB "Akvazoo"
CENTRAL'T FRANCE
PASSION ANIMAL
Latvia
OPTIMUMS S.I.A.
Our customers
Luxembourg
Moldova
Norway
Portugal
Russia
South Africa
Romania
Serbia
Singapore
AZUR DIFFUSION
Slovakia
ANIPLAN Ltd.
Slovenia
FEBO NORGE A/S
Sweden
Plaček Premium, s.r.o
ALER d.o.o.
LIMEX AB
Portugal Pet
Turkey
OOO "PLAČEK"
Derby Feeds And Seeds CC
SC Pet Shop PIRANYA srl
Pet centar d.o.o.
B2K Pet Products Pte Ltd
United
Arab Emirates
Ukraine
Italy
Hungary
Asya Pet Akvaryum
Turizim Ticaret Ltd.
STI
National House Trading EST
Birds and Animals Foodstuff
Triplex Ltd.
Tucano Internazionale srl
Pet's Favourites Pleva
Sale of Vitapol®
2008
export
26%
Shops
Poland
23%
Wholesalers
Poland
51%
Sale of Vitapol®
2010
EXPORT
31%
Shops
Poland
23%
Wholesal
-ers
Poland
46%
ZOOSFERA Pet Fair 2010
We were there …
Plan of Presentation
Part II
1. Competitive advantage
2. Products promotion and marketing support
3. Nutritional requirements of small animals
4. Mission and vision of Vitapol ® brand
5. Plans for the future
6. Conclusion
1.Competitive advantage
What makes us so special?
• It is a family business which has been herited from
generation to generation who have increased its
value and long-term trust
• PW Hobby is a manufacturing company which
takes care of the highest quality of their products
• The owner of the company has in its possession a
pet shop with an area of 300m ² in the heart of the
city of 4000,000 inhabitants
Three Levels of Product
Three Levels
Core Benefit
Actual Product
We do not only
produce or sell
food but also we
care after the
health and long
life of pets
The food and
packaging
Augumented
Product
A wide range of
services and
help in all the
matters relating
to the
promotion and
sales
Segmentation
Our target segment of
customers is mostly
children, so our layout
and design of packages
is addressed to young
customers who are the
owners of domestic
animals
Our competitive advantage
• We are the first in the industry in our
country who introduced the atmosphere
protection in packaging
• Foil barrier boxes are packed using the
latest and biggest production line which is
fully automated
• We use high-barrier films, and
heavyweight cartons with UV coating
2. Products promotion and
marketing support
Marketing Department:
Product Care Department:
Brand Manager
Expert at marketing
Expert at e-marketing
2 Computer Designers
1 Analyst
Marketing Department
The Packaging Department
The Quality Control Department
Product Care Department
What is the system of caring after our products?
Life-cycle of our product
ZVP-0112
1400
1200
1000
800
600
400
200
0
Introduction of the
product in the market
1.Idea: Pre-stage of every life cycle of the product. At this stage the Product
Care Department works out:
• a product
• the mixture
• the packaging
• The idea of a product: what makes it unique?
• Carries out detailed researches of the market
• Investigates the competing companies and their products
• Looks for niches in the market and potential customers
• Survey people by phone or via e-mail
• If the product has a chance of introducing the product the production starts
• Organizes advance sales
Introduction of the
product in the market
What must be worked out before we introduce a product in the
market?
•Advertising campaign and the strategy of sale
•The Department works out the advertising materials to promote
the product
•To determine the budget for new product
•The Department investigates marketing methods of other
companies
•The Department is responsible for a proper campaign, as well as for
introduction of a product in the market
•At a meeting the Department presents the idea of a product and its
sale to the Department of Trade and Export
Introduction of the
product in the market
When the product will reach the stage of growth
•The Department takes care of the image of a product
•Listens to public opinion
•Carries out analyses of the sale during the advertising
campaign
•Draws conclusions
•Observes the competing companies
•Takes care of the quality of products
Introduction of the
product in the market
The maturity stage
The Department takes care of reaching and
staying at the maturity stage by a product as long
as possible
Product on the market
•In the case of a product at the growth stage we
observe the product and its sale
•In the case of a product at the maturity stage we
work out a strategy which protects the product from
a transfer from maturity stage to decline stage
•In the case of a product at decline stage we make a
decision if the product should be
Product on the market
Moreover, the Product Care Department will:
• Carry out a detailed SWOT analysis of a product
•Work out a strategy of lowering the costs
• Change the design of packaging
• Introduce new products
• Promote our company as the one which has a proecological attitude, as well as its own methods of
production and sale
• Work out the blue ocean strategy
2. Products promotion and
marketing support
• Promotion Vitapol brand at „Interzoo” Pet Fair
• The official member of “Animals”
the Consumer Association of friends of animals
• The general sponsor of the club “Agility”
• Work with the network of 100 shops
• Organization of various promotions for new
products
Advertising materials
Leaflets
Advertising materials
Leaflets
Advertising materials
Advertising materials
Advertising materials
New Cataolgue
Advertising
Advertising
Advertising on the Website
ZVP-800x600.avi
Promotion
Promotion
Easter la Bonbonniere
Articles in Newspapers
Articles in Newspapers
Leaflet
3.Nutritional requirements of small
animals
Nutritional requirements of small
animals
Nutritional Rules
• The diversity and variety of ingredients in the
mixture
• Fresh vegetables like beets, carrots or lettuce
• A little of everything
4.Mission and vision
Who are we?
We are a rapidly growing company which
carefully listens to the needs of our clients
and their animals
The Vision of the Company
Where are we going and what we want to achieve ?
• Improve the quality of our services
• Seek new strategic partners who, together with us, will
share a passion which is the Pet Business
• Build a community of animal lovers
• Find newer and newer solutions in the creation of what
is best for animals
• Change people's awareness as well as the importance of
animals in our world
• Support numerous charity actions in the field of
zoology
The Vision of the Company
What do we offer?
• The richest and widest range of food for animals
• the largest selection of as many as 60 flavours of
smakers®
• The highest quality products
• Long-lasting and stable relationship with our
business partners and customers
The Vision of the Company
What values are particularly important to us?
• „Hobby‟ is a trustworthy company
• Honesty to our customers and partners is put at
the first place and has been made the foundation
of our business
• Achieving perfection in what we create is
essential for us
5.Plans for the future
Goals for the year of 2011:
• Finishing of a new office building with the area of 700m ²
• Extension of the storage space to further 4000 m²
• Line of treats for dogs of about 10 items
• Introduction of bakery products for dogs
• Exotic feed-line for birds and rodents
• Drops for dogs in nine flavours
• New production line of smakers®
• Investments in new machinery
Plans for the future
Goals for the year of 2012:
• The organization of fairs, "Coming Together", for
customers of the German company “Trixie” whose
distributor we are, as well as for our business
partners.
•New production line of smakers®
• Exposition at the pet fair, "Interzoo2012" in
Nuremberg
Thank you for attention
Author: Sara Matuszewska