Moscow vodochniki moving to a new system of distribution

Moscow vodochniki moving to a new system of distribution

Last year the OST group announced its intention to pursue joint distribution with the Petersburg Ladoga Holding "." However, the project was never realized, and OST decided to build relationships with wholesale companies in the region alone and on the new plan.

Furthermore, in February this year, the company is moving to a new system of distribution. In particular, the OST retrobonusov transferred from the system of direct rebates to its partners. In addition, the company plans to the creation of exclusive trade teams based distributors. According to the company, this will increase sales by 20-25%, RBK reports daily. As the business manager of "OST-Alco" Konstantin Lazarev, a new programme of the board of directors adopted a distribution company. "The maximum discount on the premium package can be as high as 16%. It will depend on the volume of products sold distributor, its range and level of retail prices, "- said Mr. Lazarev

Back in April last year, the company announced its plans joint distribution with "Ladoga". According to the plan, it was assumed that OST will, in its distribution portfolio of products "Ladoga" in the Moscow region, in turn, "Ladoga" in the same way will help the market OST Northwest region. Then GRL founder Vladimir Pekarev did not exclude the possibility of merging two companies' businesses.

"President TPG Kristall" (Kaluga) Sergey Zivenko said that the direct model discounts currently exists virtually all producers: "Usually discounts amount to about 18%." In addition, Zivenko believes that cooperation with the "Ladoga" would be more promising for the OST for sales growth. According to the latest data of "Business Analysis", in Moscow and OST field ranks second in the market with a share of 11.6% (by value), while "Ladoga" belongs to only 0.3% (29 - Second Place ). However, the St. Petersburg market at the GRL 44 - Second Place (0.2%), and the "5" Ladoga - e (5.5%).

In turn, director of the Center for Studies of federal and regional markets alcohol Vadim Drobiz doubt that the reform of the distribution system will lead to a serious sales growth OST: "The company is now marketing a temporary stalemate, so it worthwhile to pay more attention to developing new brands to achieve significant growth rates ".