velda is the pre-eminent partner for the complete pond ... · it sets itself the objective to offer...
TRANSCRIPT
Velda is the pre-eminent partner for the complete pond assortment
Velda brings life to your pond. This payoff describes what we are
responsible for. We are suppliers of a wide range of pond products,
which contributes to a positive pond perception. Already since the
early days ‘innovation’ has been a founding value of Velda. From
our headquarters in Enschede we supply the garden branch in the
Netherlands and in over 10 countries all over the world. Velda is a
family business, which considers quality of paramount importance. In
the present brochure we inform you of our company, our operating
procedure and our point of view.
Our company
The need for water and activity in the garden is a basic element in garden cultures all over the world
www.Velda.cOm
Whoever says ponds, says Velda. In the mid-seventies we started
producing aquarium products. Being a market leader in the Benelux
countries and an influential partner in different European countries,
we are offering a complete assortment of pond products.
Our history
Velda is a real family concern. Mr F. Veldhuis (being the father of
the present CEO Elgar Veldhuis) started an aquarium shop of ca 30
m2 in 1969. In 1977 a factory building was put into operation at “de
Ossenboer” in Enschede. In 1990 our headquarters at “de Giem” in
Enschede was brought into use. In spring 2011 the finishing touch
was put to the latest building, which makes the actual total area of
the group of buildings of our company over 21,500 m2. Meanwhile the
Velda Group has several establishments. Besides the headquarters in
Enschede there are offices in e.g. Germany and Hongkong.
Our activities
Velda has been a household name in pond biology for over 35 years.
It sets itself the objective to offer solutions for all pond matters. This
means that we develop, produce and supply products for crystal-clear
water, luxuriant vegetation and healthy fish. We support our customers
by expert staff members and we assist designing the pond depart-
ment, using our shop instore concepts.
Our staff members
There are about 40 staff members in the employ of Velda. They are
the basis of our success. They are all highly motivated and have much
professional knowledge, thus contributing to Velda’s image. Velda has
its own research department, where highly educated staff members
are working on the development of new products for existing and new
markets.
Our organisation
www.Velda.cOm
Velda has many years of experience in the field of garden ponds
Our market position
In the Benelux countries Velda is the market leader, being ahead of its competitors.
A reason for this is our continuous investment in product development whereas we
are also developing new Product Market Combinations. We are a healthy company,
which continually succeeds in gaining positive results in an ever-changing market.
Owing to this we are capable of creating a continuous surplus value for our customers.
Our customers
We supply our products to the specialized trade. The traditional distribution channels
are garden centres and pond specialist shops, which have been joined in with the
past few years by convenience like garden centres (limited assortment) and builders
merchants. Within the garden centres Velda is more and more developing shop in shop
concepts, the entrepreneurs getting full support in order to make the square metres
of pond requirements as remunerative as possible. Our showroom presents an overall
view of the total range and our vision on pond product display. A substantial part of the
products is sold through external web shops.
Our strategy
We do not only want to be a market leader, but we also want to continue to remain
so by offering added value. We do this by marketing quality products, by offering our
customers (and their staff members) broad support, by our active field organization
and by offering in store activities and by running sales promotion campaigns in the
media.
despite the increasing number of online shops, decision-making still takes place on the shop floor
Brand perception on the shop floor
Our brands
When Velda started the production of pond products, its company
name became a brand name. Through the years there appeared to be
a need for more segmentation in the market, to which we reacted by
developing new brands. At the moment we are launching products on
the pond market under various brand names.
Velda
Velda is our a brand having a recognizable identity. It is the brand which
radiates credibility, because it fulfils what it promises: quality made
with passion for ponds. Under the Velda brand name an assortment
of pond requirements is offered, which contrasts from others by its
quality, recognizable packaging and prominent presence at every sales
outlet. The past few years Velda has also marketed products which
are suitable for balconies, terraces or even indoor use. In this way we
satisfy the customer wishes, who do not have a pond, however, who
still aspire to the perception of water.
VT
For the central market segment the VT brand has been developed. It
distinguishes itself by a differentiated assortment of reasonably priced
pond products, by which we offer consumers a sensible option.
Sanikoi
Koi pond owners are experience experts in the field of ponds, who know
much about how to condition their precious fish. They consequently
opt for premium quality, the price being of minor importance. For this
target group we have developed an exclusive feed and medication
brand: SaniKoi, which distinguishes itself on the shelf by its special
packaging line.
Private label
For specialist shops and garden centres we can also supply products
under Private label. Applying modern printing techniques these
products can be supplied with labels which are tailor-made for every
customer.
www.Velda.cOm
Reliable supplier with its personal appearance
A beautifully designed garden pond will continue to inspire you the whole day through
Our products
The product groups can be recognized by the accent colour on the packaging
The pond assortment is split up into seven product groups:
Pond soil and plants substrates, kinds of soil, fertilizers and plant baskets
Water improvement water tests and water improvement agents
Algae control fibrous algae, slimy algae and green water
Fish care fish feed, automatic feeders and fish medication
Filtration and aeration filters, filtermaterials and pumps
Maintenance and protection nettings, tools and means to scare away herons
Perception and atmosphere mini ponds, water bags and pond lighting
The product groups can be recognized by the accent colour on the packaging.
Owing to this classification the products involved can be easily recognized on
Velda’s website and in the catalogue.
In-company-production
From its foundation Velda started developing and producing products of its own
for the pond market. Part of them is manufactured in company. Other products
are made according to Velda’s quality requirements by a third party company
and subsequently packed and / or filled at Velda’s own site. A certain number of
products (usually technical) are manufactured by selected suppliers anywhere in
the world and packed in the recognizable Velda packaging. Velda supervisors are
present on the spot to monitor quality continuously. With a view to purchasing
and supervising production in Asia we have incorporated an establishment
in Hong Kong. To supply our outlets in Europe in a short period of time we are
disposing of our private warehouses. Distribution occurs by recognizable lorries
in house style.
Floating Fish Dome for a unique view of pond fish
Velda wants to make pond perception within reach for everyone.
Owing to changing trends on the pond market we are continuously
in search of improvements of our products, however, at the same time
we are developing new products and technologies. In the early years
we focused on developing products which improve the quality of the
pond. In 2002, for example our engineers developed a pressure filter
with a large purifying capacity. To control algae and to clear pond water
we developed revolutionary techniques, based on mineralisation or
ultraviolet radiation. There are also various products to protect pond
fish, varying from simple reflectors to a high-tech ultrasonic device to
scare away herons with flashes of light. There have also been many
developments for plant life in a pond, such as Floating Plant Islands
and floating plant baskets with built in lighting.
In order to increase the importance of innovation in our organisation
further still, we have created our own research department. Besides
advanced technological development for ponds we also focus on
experience products for in and around ponds, such as atmospheric
lighting and a floating viewing ball to admire fish. In cooperation
with the marketing department new Product Market Combinations
are being developed here, no longer the pond but life in the country
Our view of innovation
www.Velda.cOm
Colour Pond synthetic mini pond in the making
design phase test phase
(in connection with water) is at the centre. De Trendy Pond and the Colour Pond
(synthetic plant baskets both for inside and outside, in which water plants can be put)
and the Waterfall water ornaments are examples of it.
Innovation to improve the efficiency also with respect to relations
Velda realises that shopkeepers can gain a higher efficiency if they receive active
support. On the basis of our experience in the field of shop fitting, we have, in
cooperation with those entrepreneurs, developed display shelf ideas, which link up
with consumer needs.
Also the Velda in store concept has been developed which consists of modules,
attuned to the product groups plant, water, algae, fish, filtration, aeration, protection
and perception. The product groups can be recognized by the accent colour on the
packaging, shelf cards and all remaining POS statements. Using large visuals on the
display shelves we create room for atmosphere and information. The Velda brand
perception at the pond department is completed by cove boards, top cards, leaflets
and pallet presentations. Besides, we are helping shopkeepers to create a logical
classification of the assortment and to apply training films and information which
goes beyond product specifications as such.
Innovation is a means and no goal. However, we aresuccessful in it!
consumers do not want to search in garden centres.a Velda shop-in-shop is the pre-eminent solution
www.Velda.cOm
In the field of marketing and communication we are precursors in the
branch. As a result of the development of internet and new media, the
orientation and purchasing process have changed in the past few years.
For this reason we have available, both for consumers and retailers, a
complete package of online and offline means of communication.
Traditional media
Consumers usually get acquainted on the internet, however, if it is
a question of purchasing larger or technical products, they like to
get inspired and informed on the shop floor. Every year we publish a
product catalogue in 4 languages and we make information leaflets
for all product groups.
For the shop floor we introduce complete sets of in store materials,
both aimed at actions and at subjects. Of course we participate in the
international specialized trade fairs.
Growing quickly online
Already in the initial phase Velda has taken advantage of the advent
of online shopping. We are disposing of an up-to-date website, which
contains not only all products but also product and instruction videos.
Velda can be found on Social Media as Face book. We have developed
many convenient tools for our customers, including a retail app,
product feed and EDI systems. There is also a web shop for spare parts,
whereas our customers can make use of the online image library.
Our marketing tools
As the growing potential in the Netherlands is limited, Velda soon decided to sell its
products also abroad. For the international approach we apply the philosophy that
we want to offer a broad and complete product range for the pond department.
Thus we are being represented worldwide in over 10 countries. Every one of them
needs a different market approach. The market is manipulated step by step by local
partners. Applying a specialized market approach, tailored to a certain country, we
have succeeded in commanding a significant market position. Owing to the growing
potential in these countries, we expect to gain a larger market share there.
Our position in Europe
Not all ponds are the same, however, for each pond problem Velda offers an appropriate solution
www.Velda.cOm
The pond market is changing. The emphasis is rather shifting to
atmosphere and perception. There is a shift towards products
which are water related, however, which have nothing to do with
a traditional pond. This means that our assortment will be adapted
and become broader still. For this reason you will come across Velda
also in new outlets. Through our own development department we
innovate existing products and we are working on the development
of new products, like lighting and ornaments to place in a pond.
Our special in store concept is distinguishing, whereas we think
along about the total layout of the pond department on the basis
of the local situation. We make display shelf plans and provide the
retailer with aids to make his forms of presentation more attractive.
We like to invite you to visit our showroom that presents our view
on successfully selling pond products. There is still an enormous
growing potential in surrounding countries. By means of a special
department we are busy working on these markets still more, so
that we can market our assortment in cooperation with local buyers.
Innovation continues to be the key word for our company.
I am fully confident that along with our customers we will be able to
continue and extend our market position whereas we will succeed
in realising a substantial growth in turnover also abroad.
Velda is also your partner for pond display shelves!
elgar Veldhuis owner and managing director of Velda ltd.
Our view of the future
water ornament with space for plants
Velda BVDe Giem 25, 7547 SW Enschede-NLP.O. Box 29, 7500 AA Enschede-NLT +31(0)53 - 432 43 20E [email protected]
Our contact persons
Gijs Herst
Hoofd Verkoop Binnendienst
+31 (0)53 - 432 43 20
Bram Rijneveld
Verkoop Directeur
+31 (0)6 - 206 051 31
Geerhard Engbers
Key Account Manager / MT
+31 (0)6 - 206 132 69
Arjan Droppert
Account Manager
+31 (0)6 - 206 134 24
Jan Niemeijer
Account Manager
+31 (0)6 - 206 123 35
René Verspuij
Account Manager
+31 (0)6 - 206 133 99
Heinz Verst
Sales Manager
+49 (0)2562 - 989 75
Mayk Baureis
Account Manager
+49 (0)173 721 96 85
Hans van Wagenveld
Sales Manager
+49 (0)157 - 377 504 71
Hugo Biert
Sales Manager
+31 (0)53 - 432 43 20
Rico Claes
Export Manager
+32 (0)477 - 94 75 92
Jean-Pierre Leroux
Account Manager
+33 (0)6 - 46 66 47 32
Alexander Dalenoort
Assistant Director
+31 (0)53 - 432 43 20
Mark van Velzen
Account Manager
+44 (0)740 88 65 270