Credential2016

WHO WE ARE

We are your partner in Iran

OUR PURPOSE

Assess the business opportunity

Establish your business

Thrive long-term in Iran

OUR BACKGROUND

Part of dnaunion Founded by local and international senior executives

Vast network

IRAN OPPORTUNITIES

• 78 Million consumers • Hungry for international brands • Still no major competition in consumer goods • Significant upcoming private & public investment

IRAN CHALLENGES

Advertising sensitivities Agency cooperation

Media deals Cultural sensitivities

Go to market Import and custom complexities

Evaluation of partners Due diligence data

Highly regulated Investment protection Stakeholder relations

Labor relations Copyright, counterfeit

High inflation Price controls

High cost of capital

Human Resources Availability of professional

services Auditing and compliance

WE HELP YOU TO

ASSESS

Market entry study

Opportunity sizing

Risk assessment

ESTABLISH

Market entry strategy

Go-to-market

Supply Chain

Local partners

Legal and Tax

Finance

THRIVE

Brand building

Sales & Trade Marketing

Investment, M&A

Stakeholder Relations

Human Resources

Auditing

•  Economic, political, regulatory, cultural and societal framework for business

•  Industry insights and factors which shape it now and in the future

•  Consumer/customer, shopper, trade and competition

•  Key stakeholders •  Scope and quantify the opportunity

•  Map potential risks

Understand the full picture, identify success factors in your industry, quantify the opportunity, and assess the risks

MARKET ENTRY STUDY

•  Strategic market entry options

•  Build value from your strengths

•  Capabilities needed to succeed

•  Define assortment, pricing, sales, distribution, brand building, production, financing, and partnerships

We help you define the best entry strategy which sets your business up for long term success

MARKET ENTRY STRATEGY

•  Data and research tools availability and quality

•  Assessment of market research agencies

•  Support in engaging with research agencies

Ensure that you have all the market, consumer and competition data which you need to manage your business

MARKET RESEARCH

•  Understand market, consumers, competitors and the regulatory and cultural environment

•  Fundamentals of brand building and consumer engagement in Iran

•  Full strategic and executional marketing plan •  Optimal brand positioning, brand building and

brand activation plan •  Budget estimation •  Execution support in dealing with advertising,

media and market research agencies

Reach your consumers efficiently, engage them effectively, and generate brand preference

MARKETING STRATEGY and BRAND BUILDING

•  Retail and wholesale structures, how to choose the best channels, and how to compete in them

•  Find, assess and manage third party distributors

•  Set up own sales organizations and processes

•  Efficient traditional trade management

•  POS picture of success

•  Ensure retailer support for sell out

•  Cash flow generation through the sales operation

Reach your customers and consumers in a complex and fragmented trade environment

GO-TO-MARKET and SALES

•  Understand shoppers, their motivations and barriers

•  Category growth plans

•  Definition of the points of sales picture of success

•  Control the point of sales execution

•  Generate sell out

Activate your brands in the traditional trade and generate sell out

TRADE MARKETING

•  Choose the best logistics provider

•  Optimal contractual and payment terms

•  Management of agents and middlemen

•  Customs and clearance agents: contractual terms and safe payment methods

Together with our partner agencies we help you set up consistent and efficient product delivery through a well-tailored supply chain and logistics system

SUPPLY CHAIN

•  Partner for local production

•  Advice on material and legal cooperation

•  Matching process support (negotiation, MOU, legal setup)

•  Assistance in engaging with potential partners

•  Due Diligence

•  Investment protection

We help you identify local partners and engage with them

INVESTMENT, PARTNER SELECTION, M&A

•  Executive search and recruiting

•  Training

•  Talent management

•  Performance management

•  Compensation systems and management

•  Corporate culture

Our partner companies cover all aspects of Human Resource services

HUMAN RESOURCES

•  Company incorporation and start up

•  Import licenses

•  Labor contracts

•  Commercial contracts

•  Legal due diligence

•  Compliance

•  Intellectual property

We help you find the best law firms from among our cooperation partners

LEGAL SERVICES

•  Tax advisory •  Relations with government bodies and

administration •  Compliance

•  Auditing •  Internal audits •  Due diligence •  Accounting

Our specialized partner firms provide you vital advisory and execution services

TAX, FINANCE and AUDITING

OUR CAPABILITIES

FullRangeofServicesComprehensivesolu6ons

Customizedservice

UnrivaledinhouseresearchOp6onalmarke6ngservices

Coopera6onwithselectedpartnercompaniesSpecializedservices

HRLegal&Taxadvice

Financialservices&Audi6ngSupplychain&Logis6cs

External Partners

DNAUNION COMPANIES’ EXPERTISE•  Business Consulting

•  Advertising

•  Market Research

•  Media

•  PR

•  Branding

•  Production

•  Digital Marketing

•  Event

•  Exhibition

•  Training

OUR VALUES

We live and act with:

Integrity Business Competence

Service Excellence

OUR SENIOR TEAM

Managing Partner: Dr. Gerhard Barcus

Draws on 30 years of experience in general management, marketing and sales with international branded consumer goods

companies, such as Unilever and Danone. As a partner of GoodBrand, a strategy consultancy,

he developed sustainability and social innovation strategies and programs for consumer goods and energy companies. During two years he

served as Chief Marketing Officer and Executive Vice President of Solico Group, the biggest

Iranian privately held food company

Partner: Nasser Pashapour Nikoo

Is the founder and CEO of dnaunion, Iran’s leading marketing consultancy and market research group, comprised of 14 companies in Iran and the Middle

East. He is a serial entrepreneur and senior executive with in-depth firsthand knowledge and 23 years of experience of the issues and opportunities which

businesses face in Iran. He leverages his vast network of business contacts to support several global

leading agencies and marketing companies of which dnaunion is a partner

Address: No.8 Sheikh Bahaei Sq., Tehran, 1991815643 Iran

Tel: +98 (21) 88030046 (Ext. 222)

Email: info@certius.co

Fax: +98 (21) 88030047

Website: www.certius.co

Thanks