A dynamically developing chain of stores selling high-quality dairy products is Izbenka. Customer reviews and advertisements of a number of major manufacturers in this market make us wonder: are the real “naturalness” and “freshness” offered to us, is this a marketing technique? Let's figure out together what product the company of Andrey Krivenko can offer us.
What is a "Chicken"?
The idea of ​​selling natural dairy products in Moscow seemed impossible. Milk is a perishable product; delivery to a metropolis takes time. The presence of demand convinced the company management of the relevance of such a project. Collaboration was established with small farms located far from industries, roads and other negative environmental factors.
In the spring of 2009, the first point of the Izbenka network opened in Moscow, reviews of which showed that consumers immediately appreciated the advantages of the new product. By the end of the year 4 more stores were added, now there are more than 200 with an annual turnover of 2 billion rubles. New stores appear monthly. The number of suppliers from different areas is now measured in several dozen. For several years, village shops turned into white stalls and into the modern Izbenka store. Customer reviews showed that the created quality control and verification system is working successfully. Customer suggestions and criticism are treated with attention and positive.
Every day, in any weather, 10 trucks of the distribution network leave at night, so that by morning fresh products will reach the Izbenka counters.
Range
Natural dairy products are presented in the "Hut" in 60 commodity positions. In addition to milk, kefir, sour cream, yogurt, several types of cheeses, cottage cheese, yogurt, fermented baked milk, cream, acidophilus are on sale. The assortment includes dairy products for baby food, including for babies from 6 months old - mashed potatoes, bifilife, curds with pieces of fruit, kefir, juices. Delicious cottage cheese casseroles, cottage cheese with herbs and garlic called “mashilka”, goat milk, goat cheese delicacies , koumiss and other products. “Izbenka”, reviews of which confirm that the modern buyer is thinking about the composition of the products used, values ​​his reputation.
Today, many manufacturers add preservatives, thickeners, flavorings to such a simple product as children's yogurt, and only milk and sourdough are included in the composition of the izbenka yogurt. Moreover, the price does not differ significantly.
Quality control
For a natural dairy product, a prerequisite is pasteurization and the presence of a certificate of conformity from the sanitary and epidemiological station. In search of "good" manufacturers, the director of Izbenka traveled around the Moscow and Kaluga regions. Good quality was required at an affordable price: low prices usually indicate the presence of additives in the product. An overlay occurred with one of the first suppliers: vegetable fats appeared in sour cream and kefir, which was confirmed in the laboratory. The trial dragged on for a year, but its outcome was in favor of Izbenka: Dairy Products.
Reviews from suppliers are mixed, not everyone is satisfied with a number of tough quality control measures. Work with each producer in the "Hut" is carried out until the "victorious" high-quality milk every day. Every month, sometimes 2 times a month, the products of each manufacturer are tested in the laboratory. A new marriage system has been introduced. Spoiled batches are returned to the factory. For some manufacturers, the claims of Izbenka turned into checks and closures. For the addition of a preservative, antibiotic, the network immediately terminates the contract. The possibility of adding milk powder at each plant is checked on the production line, this should be physically impossible. Even sellers have become part of the product control system in the Izbenka ’: for a discovered marriage, a salary increase is applied.
Where does the milk come from? Suppliers
Today, the basic assortment in the Izbenka is supplied by 5 manufacturers, among them the SAPK-Milk plant, the Optina agricultural firm, and Nil KFK. Less popular positions (casseroles, goat milk products, cheeses, koumiss) account for more than 10 producers. They supply up to half of their products to the network. Among the suppliers is the Presidential Farm, which sells all products through Izbenka.
In the evening, milk produced during the day is taken at the factory, in the morning fresh Izbenka products are delivered to the shelves. Feedback from suppliers about the network is positive. Collaboration is developing well. Izbenka does not overestimate the price, does not require to extend the shelf life. All goods are sold until five in the evening. This is the most correct approach to food products: done - eaten, then still produced depending on demand.
Search for business partners
Andrey Krivenko is constantly expanding the circle of suppliers. The company has two specialists whose main job is to search for new partners. They traveled to the Moscow region, Yaroslavl, Smolensk, Tver, Tula regions. Constant sales growth sometimes leads to a shortage of raw materials! An example is the Kaluga region (enterprises are the main partners of Izbenka), where competition for milk between local producers has unfolded.
It’s impossible to become the main sales channel for Izbenka, the director believes, as the next return greatly hits the pocket of a producer who sends up to 50% of milk to the network. But up to 30% of sales through Izbenka is a more acceptable figure. Therefore, new business partners are a vital necessity for Izbenka.
Reasonable prices
A healthy diet is Izbenka products. Customer reviews say that everything offered on the network is tasty, high-quality and at an affordable price. How do you manage to maintain such price indicators? The fact is that this is a fundamental issue for the company - a product available to the mass consumer. The director believes that the idea of ​​selling natural products is not new, but they usually offer such goods at inflated prices. Prices in the Izbenka ’do not overtake other branded mass products, but are kept at the average market level. This is possible due to low costs and a small margin. Selling prices from regional manufacturers are quite acceptable. The staff of Izbenka has never been large, sellers occupy a significant share in it. The cost of renting trading floors is low. The main expenses are transportation of products.
The specifics of work in the "Hut"
One of the few networks that have developed without ads is Izbenka. Customer reviews made it possible to get interesting statistics: on the advice of friends, 30% of buyers came to the store, 50% visit the Hut daily. The bulk of consumers are mothers with children and the elderly. Attracting and retaining a client who, if something goes wrong, will tell all his acquaintances, can only be done with a careful and friendly attitude.
The range is specific, and sellers cannot do without additional skills. Any work has its difficulties, and not just work in the "Hut". Employee reviews can tell you that you have to constantly develop in order to find an approach to customers. Sellers do not just “trade”, they act as consultants, promoters, bringing to the potential customer the idea of ​​natural, fresh and tasty products. Sometimes a tasting of Izbenka ’products is carried out. Customer reviews are generally positive, and the service system suits customers.
After a week of work, it becomes clear whether the new Izbenki store will be successful. Every seventh point closes on average. Shops in running places have a daily turnover of up to 40 thousand rubles., Sometimes the revenue is sometimes twice as much. Products received in the morning are sold during the day, with residues in some product categories up to a quarter of all goods. They usually “leave” the next day before lunch.
Work in the "Hut". Employee Reviews
The main criterion for future sellers, the director of Izbenka voiced this: love for people. At first glance it’s simple, but those wishing to get a job with them will have to go through a tough selection. What are the features of recruiting for the metropolitan network and how do employees respond about it?
Among the capital's retail, the work at the Izbenka ’is considered quite prestigious. Seller reviews are varied, but mostly positive. Salary from 50 thousand rubles. suits people. It is possible to receive 100 thousand rubles each, for example, when new points are launched. These working conditions do not mean that there are no problems with the staff. Not everyone is ready to work honestly, which is why a certain system of selecting personnel from several stages appeared.
- Training for applicants for two days. 30% of the candidates are screened out on their own, as they are not satisfied with the conditions and specifics of work in the Izbenka store. The feedback from the employees who completed the training is generally positive.
- Training. The selection is very tough: out of 10 people, only 2 become sellers.
- Probation.
The choice is usually made not always in favor of experienced sellers, since they are difficult to retrain. Former teachers, managers, and nurses work in Izbenka stores. Employee reviews are different. Of the pluses, it is noted that the company is decent, the salary is white, without delay, the processing is paid, measures are taken for the labor collective, motivation is% of the plan. Of the negative sides - a complex work schedule (4/2 or 5/1, shift - 12 hours, sometimes more), few days off. At some points, poor working conditions, only experienced workers fall on good points with a high turnover, newcomers who have not fulfilled the plan go under dismissal.
Instead of a conclusion
According to estimates, the number of Muscovites who want to purchase a natural dairy product is at least 10%. Such a demand could not be satisfied by the offers available on the market - rare points and expensive online stores. Therefore, the Izbenka products became so popular. Reviews of the network's products indicate that for residents of large cities, high-quality and simple products without additives have become a “breath of fresh air”.