ALLE Wholesale Company Profile
January 2014
ALLE will be the first state-of-the-art wholesale enterprise in Ethiopia Objectives
Build a cash & carry wholesale enterprise operating according to international best practices
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Facilitate modern trade through best-inclass practices in countrywide cash-and-carry stores to modernize the distribution model and encourage private sector investment
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Supply quality food and near food products at competitive prices to increase the affordability of goods to consumers and provide savings to the trade market
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Build a commercially viable and privately managed business acting as a role model for professional business practices
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As a Cash & Carry wholesale store, ALLE will provide retailers with a broad product assortment under one roof Cash & Carry wholesale
Store offering
Operations
Target customers
Broad product assortment under one roof
All payments in cash
Kiosks
Transport arranged by customers
Food services (Restaurants, Cafés)
Self-service by customers
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The initial assortment focuses on the categories found in kiosks today Initial product assortment Commodities
• • • • • • • • •
Wheat flour Rice Pulses Edible oil Sugar Salt Spices Coffee Tea
Groceries
• • • • • • •
Pasta Tomato paste Milk powder Canned fish Baby food Spreads Breakfast cereals • Condiments • Baking products • Convenience food
Snacks
Beverages
Biscuits Chocolate Candy Chewing gum • Kolo
• Packed water • Soft drinks • Juices
• • • •
Personal care
• • • • •
Oral care Skin care Hair care Shaving Personal hygiene • Beauty
Cleaning products
• Laundry products • Paper products • Pest control • Shoe cleaning • Air freshening
Stationary
• Exercise Books • Pens • Accessories
2 expansion waves for the product assortment already planned 4 4
Our value proposition provides a unique set of benefits for our suppliers and retailers Our value proposition For our suppliers
For our customers
Reliability
• Professional counterpart in line with international standards (e.g. on payment)
Price
Growth
• Unprecedented reach for distribution to all regions of Ethiopia
One-stopshop
Efficiency
• Focus on efficiency and limited internal margins to optimize value-for-money
Availability
• Reliable supply chain for high availability of products across seasons
Innovation
• The strategic partner for introduction and development of brands in Ethiopia
Relationship
• Deep product knowledge • Targeted key account management
Development
• Strong support for investors into Ethiopia’s FMCG manufacturing base
Proximity
• Stores in close proximity to customers
• Attractive wholesale prices • Low price fluctuations • Broad product range • Various price & quality levels
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Our brand embodies the promise we give to our customers Our brand
In Amharic language, “ALLE” means “everything is available”, representing our promise of a broad and highly available assortment close to our customers The color blue symbolizes trust, loyalty, wisdom, confidence and truth. It also resonates in Ethiopia as the color of the characteristic blue sky The color yellow represents affordability and the new bloom, hope and prosperity, as symbolized by “Adey Abeba”, the yellow flower that appears at new year
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ALLE stores will set an example for FMCG wholesaling at international standards Store sites Megenagna Store
Merkato Store
Kaliti Store
Kaliti Warehouse
Construction works on the first three stores in Addis are complete. Shelves and in-store equipment will be installed soon to start operations 7 7
ALLE’s store network will address all population centers of Ethiopia Store network ramp-up
Addis Ababa
ALLE has a clear mission to reach all urban and rural population centers in Ethiopia with its stateof-the-art supply chain
Wholesale operations are starting in Q1 2014 in Addis Ababa
Stores in >25 towns in the main population centers will open within 2 years
ALLE is expected to obtain a strong 2-digit market share in all areas addressed, providing strong growth opportunities for suppliers in the Ethiopian market 8 8
ALLE Wholesale Addis Ababa Bole Sub-City Medhanialem Building Phone +251 116 670 601 Fax +251 116 670 662
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