SupplierdayDanish products to Germany

Netto Germany

Agenda:1. Germany and German Market2. Netto in Germany3. Why Danish Products?

1. Germany and German Market

Facts:• 80,56 Mio. inhabitants• 357.111 km² area• 226 inhabitants/km²

1. Germany and the German Market

Area of Netto Germany

• 350 Stores in 8 Regions

• Population: approx. 14 Mio. in our area

50

115

983

26

32

26

• Schwarz Group– Kaufland & Lidl

• EDEKA Group– Edeka & Netto Marken-Discount

• Aldi Nord & Aldi Süd

• REWE Group – REWE & Penny

Strong Competition

1. Germany and the German Market

1. Germany and the German Market

Quelle: Nielsen Haushaltspanel (Homescan) | Gesamtausgaben in Ostdeutschland | Discounter = ohne Real und Kaufland | KJ 2013 vs. 2012

East Germany, Turnover total in Mio. €

1. Germany and the German Market

Quelle: Nielsen Haushaltspanel (Homescan) | Gesamtausgaben in Ostdeutschland | Discounter = ohne Real und Kaufland | KJ 2013 vs. 2012

East Germany, Turnover total in Mio. €

• Discount Market Share 44%• Supermarkets show price entry on

Discount Level• More Brands even in Harddiscount• Specialist Stores for Beverages, Organic

Food• Regional product have high importance in

Germany

1. Germany and the German Market

2. Netto in Germany

• Founded in Juli 1990

• HQ in Stavenhagen (MV)

• Second DC in Wustermark since 2005

• 350 Stores

• 4.800 employees (70% Women)

• Assortment based on german products

• Private Label and brands

• Price level matches Aldi & Lidl

• Regular Assortment: approx. 1.500 Products - to cover 90-95% of the customers daily needs

• SPOT: around 300 Products per weekFood (67%), Nonfood (33%) to widen customers choice and create weekly excitement

2. Netto in Germany

• Focus on Fresh - daily delivery of fruit & vegetables

• Focus on Regional products

• Additional Baker‘s and Butcher‘s inhouse• Weekly leaflet with promotions starting on

Monday, Thursday and Saturdays• New Stores Size average 760 m²

2. Netto in Germany

3. Why Danish Products

• To grow in a market of hard competition it is not enough to have the basic price entry

• Being different is the key!In a positive and unique way

• Offering more value for the customers- regional products- added value private label products- trends & innovations- and…

3. Why Danish Products

• With genuine danish products we create another attractive difference to our main competitors Aldi & Lidl

• Underlining our danish roots

AUTHENTIC DANISH FOOD

3. Why Danish Products

3. Why Danish ProductsLeaflet from this week: