PDF (3.6 MB) - Valora

Our
highlights Our
brands
valora retail
4 brands, each delivering
small-outlet retail expertise
A critical objective of Valora’s
new management and the
strategy programme it has initiated
is to ensure clear identity
and direction for the Retail division’s
various brand formats.
p&B, a press and book specialist,
was introduced to Switzerland
as a fourth, new concept.
these stores provide up-todate
infotainment reading material
to the travelling public.
the concept already operates
in Germany under the k presse
+ buch banner. through its
convenience stores, the avec.
brand offers consumers fresh
valora meDia is now calleD valora services
strategic evolution
For quite some time, the press
market has been subject to accelerating
contraction. In recent
years, due to competition
from freesheets and the internet,
this decline has affected
newspapers more than magazines.
In response, Valora redirected
its strategy in 2009. In
future, there will be greater focus
on the requirements of the
retail sector and its customers.
to support this, the scope
of current sales operations and
services will be extended and
accelerated.
to mark this change in strategic
direction, Valora Media will
valora traDe
Durgol ® clears the way
into a new market segment
on June 1, 2009, Valora
trade Austria was granted exclusive
distribution rights for
the durgol ® brand. Sec ur ing
the right to distribute durgol ® ,
the undisputed leader in
the decal cifer market in
Austria and Switzerland, was
a double success for Valora
trade Austria, since it not
only meant the acquisition of
a substantial new principal,
but also marked the firm’s
entry into a completely new
market segment. As the Austrian
team prepares for the
future, it can now count on
products close to home 365
days a year, while the k kiosk
outlets allow millions of consumers
to indulge their small,
every-day cravings. Caffè Spettacolo
is the place to go for an
espresso and a quick shot of
Italian ambiente. All are testimony
to Valora’s expertise in
small-outlet retail at heavily
frequented locations.
some 1 200 leading
articles – a clear offering
For the first time, category
management is being used
to define a structured product
range offering. By the end
of 2010, every k kiosk outlet
be renamed Valora Services.
DecentraliseD picking, sorting
anD packing introDuceD
A major innovation for
Valora’s press operations
was the introduction
of decentralised
picking, sort ing
and packing. Instead of
dispatching magazines
from one central facility
in Muttenz, Valora
now operates 11 decentralised
railhead sites.
The drivers working
from each of these lo-
its additional expertise in near
and non-food.
exclusive Distribution
Göteborgs Kex,
Sweden’s leading biscuit
manufacturer,
has granted exclusive
German distribution
rights to Valora Trade
Germany. In the years
ahead, Göteborgs Kex
intends to work with
Valora Trade Germany
to achieve a rapid
expansion of its market
share, by deploy-
will carry a standardised basic
product range, comprising the
leading products in each category.
these will then be complemented
by additional products,
selected according to the
size and location of each outlet.
ongoing tests
to complement its existing
product range, k kiosk has
been testing «ready?», its new
service brand. this line comprises
travel packages, telecom
services and safety services.
Further options are being examined
and the line will be introduced
to additional outlets
in 2010.
gistics nodes prepare
the bundles themselves,
supplementing
the prepacked items
from Egerkingen with
titles supplied directly
by the publishers.
72 hours
now cut
to 21
ing a range of proven
and new concepts.
An initial high point of
this co-operation was
the launch of the highquality
wholemeal
Toggolino ABC biscuit
line in January 2010.
Toggolino is the main
sponsor of Super RTL,
the leading childrens’
TV channel.
spiwag integration
Spiwag, which is based in the
Swiss town of Schaffhausen,
was acquired by Valora on
AnnuAl RepoRt VAloRA 2009 9
Market
leader in
Germany
With its 178 outlets at rail -
way stations and airports,
Valora Retail is the leader in
Germany’s travel bookstore
market. In addition, the firm
operates a further 21 press
outlets, mostly in shopping
centres and department stores.
the modernisation of its press
logistics is a major investment
in quality and efficiency
by Valora. the interval between
receipt of a magazine
title at the depot and its being
delivered to a retail outlet
was previously between 48 and
72 hours. Average throughput
time has now been cut to
21 hours. Smarter distribution
management and shorter
processing times make for
much higher quality. In future,
it should also be possible for
foreign magazines to go on sale
in Switzerland on the same day
as in their home market.
1.10.1999. the firm markets
and distributes confectionery
to retailers throughout Switzerland.
the business has performed
well and the company’s
somewhat old infrastructure
in Schaffhausen eventually
reached capacity limits. to
address this, a decision was
made to share facilities with
Valora trade Switzerland by relocating
to its neuendorf site.
From mid-2010 onwards, the
move will allow Spiwag to continue
growing its Swiss business
in a modern, centrally located
infrastructure setting.
valora retail
lean sales organisation
Instead of the previous 180 regional
group heads, 48 managers
are now each directly
responsible for 16–23 k kiosk
outlets. these managers no
longer run an outlet of their
own, but concentrate solely on
their management duties. this
leaner structure helps information
at all management levels
to flow faster and more directly.
valora meDia
Melisa integratiOn
melisa sa in tHe swiss canton
of ticino Has been part
of tHe valora group since
1999. witH effect from
october 1, 2009, melisa’s entire
press operations Have
been transferreD to valora
in muttenz. numerous functions
in tHe areas of purcHasing,
finance, logistics
anD it were centraliseD
unDer one roof at valora.
customer focus in austria
Mounting competition and the
increasing demands placed on
the business by its retail part-
valora traDe
New
record
for
Ricola
Swiss alpine herbs are popular
in Austria, too. 2008 was
already a successful year for
Ricola, with market share expanding
by 1.5%. this trend
continued in 2009, as Ricola
continuously expanded both
expansion at avec.
During 2009, Valora focused
on the expansion of avec.’s
Swiss outlet network. Following
the makeover of the concept,
the avec. shops are attracting
strong demand from
customers. the brand is benefiting
from the shops’ excellent
locations and long opening
hours. Customers also appreciate
the good mix of fresh products,
take away, coffee, bistro
and other services which avec.
offers. Currently, Valora Retail
operates some 60 avec. shops
and a further 46 filling-station
outlets.
ners meant that structures
and processes also had to
adapt in Austria. Distribution
control was split from publishers’
key account management,
helping to develop market-oriented
product ranges
more efficiently. publisher accounts
are now managed on
a supra-national basis. there
have also been innovations in
customer services, sales and
category management, with
a view to improving customer
focus and promoting the development
of individualised
solutions. the services offered
to retail chains and independent
retailers have been made
sales and market share, consolidating
its leadership position.
Valora trade Austria and
Ricola have been working together
for more than 30 years.
It is therefore particularly gratifying
for both parties to see
Ricola achieving yet more new
records.
nOrdiC CategOry
OrganisatiOn
witH effect from january
1, 2010, valora traDe’s existing
country organisation
structure in scanDinavia
was replaceD by a
supra-national operating
unit, organiseD on catego-
P&B FOr readers On tHe
MOve
switzerlanD’s first «p&b»
units openeD in basle anD
berne in tHe spring of 2009.
9 montHs later, two furtHer
outlets were successfully
openeD at zuricH’s
main railway station anD at
tHe sHoppylanD centre in
scHönbüHl. witH 2 500–3 000
press proDucts anD some
1 500–2 000 book titles,
tHese p&b flagsHip stores
celebrate multi-faceteD
meDia expertise in a stylisH
retail setting.
more specific to theneeds of
these two groups.
wHolesaling consoliDateD
Wholesaling to third
party customers in
Switzerland, which
had previously been
split by market, was
consolidated with
Valora Media in early
2009. This enables
synergies to be exploited
more efficiently
and a more holistic
approach to be taken to
process development,
ry lines. tHis new arrangement
will make it easier
for best practice expertise
witHin tHe organisation to
be efficiently sHareD. tHis
will improve tHe quality of
tHe services proviDeD, tHus
benefiting all valora traDe
norDic’s stakeHolDers-principals,
retail partners anD
staff.
creating synergies
the successful introduction of
the Valora trade It platform
in Denmark is a major strategic
milestone for the division’s
nordic operations. this integrated,
high-quality business
AnnuAl RepoRt VAloRA 2009
HigHligHts
modern design and innovative
store layout
the k presse + buch store at
Hamburg’s Airport plaza is
making a name for itself beyond
northern Germany. In the
15 months since it opened,
it has established itself among
Valora Retail’s top three locations,
exceeding all expectations.
the k presse + buch
store’s 350 m 2 premises combine
a comprehensive range
of press products and books,
complemented by an innovative
media wall and a print-ondemand
international newspaper
service.
both of which raise the
level of service quality.
New service packages
are being developed
and the ranges on offer
are being reviewed
and enhanced. In the
years ahead, this will
enable the division
to acquire additional
customers.
application will make it possible
to exploit synergies at a
supra-national level. the information
management functions
the system provides will
help the new category-based
organisation to deliver its services
more efficiently. In 2010,
the system will be rolled out
to Finland, norway and Sweden.
this marks a major step
towards the implementation of
the nordic knowledge house,
a data warehouse designed to
support further enhancements
to key account and category
management support.