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FANSA

FANSA. Deroma Group. INTRODUCTION. FANSA is the leader company in the Spanish and Portuguese market for plant pots, operating in this market since more than 50 years. FANSA joined Deroma Group in 1998 and it is, since then, the branch of the DEROMA Group for Spain & Portugal.

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FANSA

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  1. FANSA Deroma Group

  2. INTRODUCTION • FANSA is the leader company in the Spanish and Portuguese market for plant pots, operating in this market since more than 50 years. FANSA joined Deroma Group in 1998 and it is, since then, the branch of the DEROMA Group for Spain & Portugal. • Fansa services: • Central Wharehouse in Navarrete (La Rioja) with 25.000 m2, 7.000 m2 picking + Experienced workers. Result: best qualifications from our customers in service and delivery time rates. • Customer is our main focus and we attend them along a complete sales process: commercial agents in each region, customer service, computer services, consulting services: range advise, p.o.s concepts proposals and other marketing services. Turnover: ±6.000.000 Euros (in time of crisis). • FANSA distributes Scheurich products in DIY, Grocery Chains and Garden Centre Chains in Spain & Portugal. In Portugal we distribute also independent Garden Centres.

  3. INTRODUCTION • Fansa, we are present in around 80% of the DIY, Grocery and Garden Centre chains customers and we are working in introducing Scheurich in these customers since July 2011

  4. MARKET STATUS - The total indoor market volume in Spain & Portugal is about 6,5 Million Euro. (in all channels & all materials: ceramics, plastic, water reserve & other materials) By channels: - The market in Grocery, DIY and Garden Centre Groups is around 3,4 Million Euro. - Our market is suffering a strong recession with a domestic consumption decrease and an economic outlook marked by uncertainty. - Our main competitors in the indoor market are: • Portuguese indoor ceramics providers, mainly for first price pots (e.g. Almas, Borralheira) • Local wholesalers importing pots in different materials from Asia & Europe (e.g. Herstera Garden, AB flowers) • International wholesalers (e.g. Edelmann) • Other European manufactures (e.g. Soandgen Keramik) • European producers for indoor plastic (e.g. Lechuza, Euros3plast, Veca, Elho, Artevasi)

  5. BEST PRACTICE…LEROY MERLIN - Fansa is the main provider for pottery by Leroy Merlin. We sell terracotta, plastic and indoor pots. - We introduced Scheurich to Leroy Merlin during a meeting in July 2011: • We introduced the company Scheurich, the product range and the marketing concepts, and the focused target group. • We presented “in situ” some collections with a presentation proposal for the Leroy Merlin Shops. • Our proposal to Leroy Merlin was to work Scheurich collections separately from other indoor plant pots, following the collection product presentation for an optimal performance in the selling out of the product. • And we propose to complete the product offer with promotions: Christmas, Spring, Summer…

  6. BEST PRACTICE…LEROY MERLIN 1st Leroy Merlin`s Feedback: + aspects • Leroy Merlin underlined the awareness of the Scheurich brand, the quality, the differentiation of the product and linked to the confidence in Fansa as a long term Leroy Merlin provider, they were ready to try Scheurich _ aspects • They see a problem in working only Scheurich because of price level. They see the necessity of offering Basic “first price” pots, because they see the risks of giving the end-consumer an image of “expensive” versus other distribution chains and missing some customers. • They see also difficulties in presenting the Scheurich collections separately because of space and company strategy, where they have decided to make a presentation by colours in indoor range, mixing their different materials and brands.

  7. BEST PRACTICE…LEROY MERLIN Leroy Merlin`s 2012: Finally, Leroy Merlin introduced in their range 25 Scheurich references. They decided to put these items by colour criteria together with other indoor pots in different materials. Our actions to introduce the Scheurich collection in the best way under these conditions: • we proposed LM headquarter planogramms to focus the Scheurich collections inside their indoor range • we visited the shops to offer our presentation proposal • we arranged merchandising services during the high season to help them to implant our proposal in the shops.

  8. BEST PRACTICE…LEROY MERLIN

  9. BEST PRACTICE…LEROY MERLIN Leroy Merlin`s 2012 results: In 2012 we will achieve a turnover of > 90.000 Euros with Scheurich products. • 25 references with 3.700 euro/ref. (sell in) vs. 1.000 euro/ref. of the references discontinued to introduce the Scheurich range. • Scheurich in relation to the other references in Leroy Merlin Indoor Assortment: HIGHER PRICE LESS UNITS HIGHER TURNOVER • The buyers are satisfied with Scheurich because of the results, the quality of the product and the feedback of their customers.

  10. BEST PRACTICE…LEROY MERLIN Leroy Merlin`s 2013: We have presented our new proposals for Leroy Merlin for 2013. Our objective is to gain space with Scheurich and increase turnover 2013: Introducing cross-merchandising plant + pot in the shops. Introducing accessories together with Scheurich pots to make the shelves more attractive. Differentiating better Scheurich products from the first price pots.

  11. …at your disposalthanksfor your attention FANSA

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