Rus News Journal

Spill and dominate

To the beginning of this year the largest brewing companies have finished re-structuring of the system of sale, sharply having reduced quantity of distributors. But on it changes of structure of sales will not end. By estimations of the majority of experts, in the nearest some years distributors will lose the rests of the independence and will turn to transport departments of the brewing companies.
beer is not present
In Soviet period, in the conditions of total deficiency, all distributsionno - the logistical mechanism of work of beer factories consisted in taking beer to trading a point or wholesale base. Further it promptly assorted shops. It would Seem, with approach of market relations the system should change considerably. However in practice any changes has not occurred. Trade principles remained the same. And it it is no wonder: demand for beer till the end of 90 - h essentially overtook the offer. And beer factories on - former could not satisfy all interested persons.

As a result already in the beginning 90 - h in the Russian beer market there was a following situation: hundreds companies which competed with each other in the same regions were engaged in sale of production of the Russian beer factories simultaneously. our factories have got used to work in the conditions of deficiency, - the founder of the company ` Pivdom ` Armen Simonjan tells, - therefore no plan of work was necessary to them. We could be at any moment cut from sales .

And sales of import beer were, on the contrary, are accurately structured. Thus the western manufacturers did not put special means in creation of marketing networks, simply they established uniform conditions of work for all clients. at the best the manufacturer allocated to us some thousand dollars a year for posters and other firm symbolics, - the general director of the company ` remembers Stanley + ` Maxim Kartashev, - and that is faster to win loyalty of the distributor .

Home producers could not and did not try to oppose anything to the western colleagues. Among a domestic production old Soviet marks prevailed. An exception made Baltic which from the moment of creation in 1991 has refused old brands.

foreign beer had one more basic advantage: term of its storage made eight - twelve months. Therefore it could be carried in any point of our country. And Russian it was stored all month. It is clear that for its such term at the best it was possible to take to the Far East only. Therefore the majority of operators of the market preferred to work with predicted foreign production. Moreover, already in the middle of 90 - h beer importers have undertaken the first attempts of self-organising and regulation. Between the largest importers the agreement on specialisation on certain brands and manufacturers has been reached.

However after crisis of 1998 importers had to train for a new profession in distributors of the domestic enterprises: the prices for import production have grown at least four times, and demand has fallen practically to zero (the schedule see). As a result former importers became the basic marketing link of the Russian breweries. Besides with arrival on our market of the western players the approach to the sale organisation at the domestic enterprises began to change.

not number, and ability
the First the company " has dared at changes; transmark representative SAB. At a conclusion to the market of a new product - the Gold butt - the number of the distributors working with its production that has instantly given a positive effect has been sharply limited.

it is interesting that a number of foreign players, repeating in general schemes transmark have gone from the return. For example, Bravo International (nowadays Brewery Hejneken ) Having started to spill in 1999 beer, originally worked with two - three distributors. Their number gradually increased in process of increase in volumes of output and a commodity market.

in parallel factories have started to reduce a marketing chain, deleting numerous intermediaries. Originally between factory and shop stood to five - six companies. It looked so: the factory sold all production to several trading houses. Between them and directly large distributors there could be some more firms which were engaged exclusively in resale. In turn distributors pereprodavali beer in the markets and to small wholesalers who delivered production at retail. To the beginning of 2001 the majority of factories has got rid from layers resellers. From hundreds the companies trading in production, in each region it has been left from four to ten companies.

activity of distributors is now extremely formalized. Strictly certain site of work for which limits it has no right to leave is fixed to each wholesaler. In staff of each distributor the command of sales representatives of each factory works. She is engaged in beer advancement in retail points, appointing the prices. The problem of the distributor consists only in delivering beer to the necessary addresses.

it is curious that some the largest brewing companies prefer old methods of work, keeping institute of intermediaries. It first of all Baltic and Ochakovo . Last has already promised to get rid of a share in such trading houses (interview to the commercial director " see; Ochakovo Vyacheslav Merkulov on this page). And all trading houses at to Baltic under the informal information, affilirovany with its founder and eks - president Tajmurazom Bolloevym. As mister Bolloev has left Baltic In the end of the last year, most likely, in the near future the system of distribution of the company will be changed.

death of the distributor
By estimations of the majority of experts, reorganisation by brewers of own sale on it will not end. In some regions where network retail is is better developed, the majority of large beer factories completely will pass to direct contracts with ritejlerami. After that the distributor will definitively turn to a transport component of factories. Besides, in process of competition toughening between manufacturers distributors should make a choice in favour of one supplier, having refused wide assortment. For example, already now the brewing company Baltic (enters into holding BBH) has refused to work in Moscow with distributors of the basic competitor - Sun Interbrew. Similar wishes are stated also by other, less large manufacturers.

And after this on change to present beer distributors the large logistical centres which will accumulate production of all manufacturers for deliveries in retail networks will come. With such centre to network shops to work much more conveniently, than with tens representatives of all suppliers, each of which delivers it a separate kind of the goods.

However, distributors consider that if this variant and is realised in Russia it is not fast. In the most developed markets - in Moscow and Petersburg - the share of networks in total amount of retails makes 29 and 36 % accordingly, in other regions - no more than 5 %. And in the Western Europe where the logistical centres are developed, this indicator makes approximately 70 %. So, within even several years beer distributors will manage to keep the business.