ATLANTIC GRUPA d.d.

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BUSINESS OVERVIEW 2012STRATEGIC BUSINESS UNITSStrategic Business Units manufacture and develop brands which have through continuous development ofnew and innovation of existing products secured leading market positions not only in Croatia and the region,but also in EU and Russian markets. Strategic Business Units are divided into six categories: Beverages,Coffee, Snacks, Savoury Spreads, Pharma and Personal Care, and Sports and Functional Food.STRATEGIC BUSINESS UNIT BEVERAGESThrough the activities of the Strategic Business Unit Beverages (SBU Beverages), Atlantic Grupa is aprominent regional producer of instant vitamin drinks, food supplements, teas, refreshing drinks and mineralwater. A large number of Atlantic's brands in the segment of instant vitamin drinks, soft drinks, sparkling andnatural (spring) water, food supplements, teas and candies are market leaders in the Croatian as well as inthe South-East European market. Considering that the manufacturing of these products is the principal activityof the SBU Beverages, this makes the Company a significant regional manufacturer of products intended forhealthy nutrition and modern lifestyle.The SBU Beverages’ most prominent products are known on the market under the following brands; instantvitamin drinks Cedevita and Multivita, effervescent tablets Multivita, refreshing soft drinks Cockta and Jupi,consumer Cedevita teas, Naturavita medicinal teas and, in the segment of natural and sparkling mineralwater, brands Donat, Tempel, Tiha, Karađorđe, Kala and Kalnička. Furthermore, the SBU Beverages is alsomanufacturing certain brands for the Strategic Business Unit Pharma and Personal Care (Dietpharm –nutritional supplements and medical purpose products) and for the Strategic Business Unit Sports andFunctional Food (liquid forms of Multipower products).Consumer demands, especially those related to product quality and innovation, are continually growing.Aware of that fact, the SBU Beverages introduces around twenty new products per year. As the quality andsafety of products are key factors of acquiring and maintaining consumer trust, high product quality is ensuredby systematic investments in knowledge, equipment, technical skills, marketing and consumer16
communication. The SBU Beverages’ quality management systems comply with the strict internationalstandards.In 2012, business activities of the SBU Beverages were marked by integration processes implementedthrough the new organisational scheme with the purpose of taking maximum advantage of all synergic effects.The SBU Beverages’ quality management systems are in line with the strict international standards (ISO9001, 14001, IFS, HACCP, GMP). The basis for the process management system consists of preconditionedprogrammes (Good Hygiene Practice, Good Manufacturing Practice, Good Laboratory Practice, GoodStorage Practice), while a joint approach to education related to the integrated process management systemis organised through the School of Quality.In 2012, the SBU Beverages improved its sales results by 0.2% compared to 2011 and generated salesrevenues in the amount of HRK 671.9 million.CedevitaAccording to the agency Valicon’s survey, in 2012 Cedevita became No. 1 in the category of at-homeconsumption (granules) in Croatia and Slovenia. In its strongest market – Croatia – despite the aggressiveentry of new competition, Cedevita in 2012 managed not only to preserve, but to raise its market share insales volume.The largest success was accomplished in the Slovenian market where Cedevita, according to Valicon’sconsumer survey, is the brand with the highest rise in popularity in the HoReCa channel. In its home HoReCamarket of Croatia, Cedevita is by its power and image the second strongest brand, right after the globalleader. In 2012 Cedevita expanded its HoReCa assortment with an exclusive product for children – orangeflavoured Cedevita Kids.In April 2012 regional markets saw the launching of a new grapefruit flavour. Furthermore, Cedevita for thefirst time realised more significant exports of products to Ireland under the brand name “Cedevita Twist2GO!”and to Australia and South Korea under the brand name “CedevitaGO!”. What is more, Cedevita alsoexported its products to the markets of Germany, Sweden, USA, the Netherlands and Hungary.In the Croatian market, Cedevita candies are ranked third in the candy category with a value share of 10.7%.The highest selling candy in 2012 was Rondo C Classic (28g) with a volume share of 5.8%, which by takingthe first place left behind well-known global brands. Additionally, at the beginning of 2012 a new productRondo C XXL Classic (61.5g) was launched.17
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Page 64 and 65: VALUE DAYAt the beginning of June w
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ECOLOGY AND SUSTAINABLE DEVELOPMENT
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QUALITY ASSURANCEQUALITY CONTROLFro
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The system approach is based on the
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BUSINESS RISK FACTORSBUSINESS ENVIR
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on global markets, weather conditio
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BUSINESS RISKBusiness risk refers t
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EQUITY SECURITIES RISKThe Group is
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ATLANTIC GRUPA d.d.

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