WE KNOW WHY - Atlantic Grupa

Atlantic Grupa Newsletter I No 18 I June 2011. I Quarterly Issue

Multipower leading brand at the European fair

Atlantic Brandsleading distributor in Serbia

ZOIWinter Olympics integrations

W E K N O W W H Y O U R C O F F E E I S T H E B E S T

Atlantic News 18_ENG.indd 1Atlantic News 18_ENG.indd 1 6/16/11 12:01 PM6/16/11 12:01 PM

ATLANTIC NEWS • 2

A new department, Central Marketing, was

formed as a part of the operating system of

Atlantic Grupa. Central marketing covers the

responsibilities of three different departments

of Atlantic Grupa and Droga Kolinska (Strate-

gic Marketing and Development, part of DK

Group Communications and the Marketing

services, which up until now worked within

the Consumer Health Care Division of Atlan-

tic Grupa), now with a greater range of brands

and markets. Strategic Marketing and Deve-

lopment, part of DK Group Communications

and the Marketing services, which up until

now worked within the Consumer Health Care

Division now work within the new Department.

„Atlantic Grupa is part of the FMCG food

industry, which is a mature, highly competitive,

and globally present industry. Internationali-

sation is a trend that causes great changes

in industry, and internationalisation and con-

solidation of retailers, big discounts, and the

growing trend of private label brands present

a large problem since both trends are quickly

taking place within the EU and the region. Due

to this, the main efficiency motivators in our

industry are marketing (systematic investment

in brand development and growth) and ma-

naging large marketing costs and budgets,”

explained Aleksandra Kregar Brus, head of

Central Marketing.

Central marketing is a very important gro-

up function, because after the acquisition, it is

essential for Atlantic Grupa to master and set

up modern marketing processes, to affect the

organisation’s marketing culture, and to intro-

duce contemporary principles, such as: con-

sumer orientation, global thinking, and measu-

ring marketing activities.

Each function exists in the various deve-

lopment phases of the company, and each has

a different role, so the first phase of Central

marketing is uniting and controlling all bud-

gets, reports, and policies at the AG level. The

role of Central Marketing is the professional

support to top management and assisting the

Senior Vice President for Business Operati-

ons, process optimisation, work methodology,

standards and synergies at the AG level.

Majda BerislaviÊ,

Medidiaa managger

Slo,, Croo

Violeta GrubišiÊ

Media manager

Srb, BiH, Mne, Mac

Majda BerislaviÊ

MEDIA

Aleksandra Kregar Brus

head

Suzana LonËar

Mina BogosavljeviÊ

Katja Ugrin

Barbara Rogelja

ŠkerliË

Suzana LonËar

MARKETING RESEARCH


Marina Tisajproject manager

SLO: Dragan Spremo (EVENT)Gordana Maher (BTL)Nuša Setnikar(POS)

HRV: Darko GrubišiÊ (POS)Gordana JajËeviÊ (BTL)

Krešimir RajakoviÊ (EVENT)

BIH: Denis AmitoviÊ

SRB: Jadranka ÐuriÊ (POS)Marija NešiÊ (BTL)

Andrea Parun (EVENT)

Marina Tisaj

MARKETING SERVICES

Majda BerislaviÊ

Rok Žerjal

Analyst junior

Rok Žerjal

CENTRAL MARKETING DEVELOPMENT

PROJECTS


A new department, Central Marketing, has been set up within

the operating system of Atlantic Grupa. The department’s res-

ponsibilities lie within all of Atlantic Grupa and it was establis-

hed with the goal of achieving optimal synergies and improving

the standards, methodology, and effects of marketing within

the Atlantic Grupa framework.

CENTRAL MARKETINGAleksandra Kregar Brus / Director

CENTRAL MARKETINGNEW DEPARTMENT WITH RESPONSIBILITIES WITHIN ALL OF ATLANTIC


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3 • ATLANTIC NEWS

The reorganisation of the purchasing organisation

was conducted during February and March of this year as a

part of the reorganisation of corporate support functions of

Atlantic Grupa.

CENTRAL PURCHASING NEW JOINT PURCHASING ORGANISATION OF ATLANTIC GRUPA

During February and March of this year, the

reorganisation of the purchasing organisati-

on took place. According to the new organi-

sation, purchasing has been organised as a

corporative and centrally managed function

acting as a part of Business Operations, and

its task is to obtain the materials and services

necessary for the conduct of business pro-

cesses within all divisions of Atlantic Grupa,

as well as corporate support functions. After

the integration of Droga Kolinska’s business

into the Atlantic Grupa system, this form of

purchasing organization was recognised as

optimal for the maximum use of the syner-

gies between purchasing for the needs of

AG and DK while at the same time keeping

operative purchasing processes close to the

internal users, so that they could take place

there where the need for some materials or

services exists. A better negotiating position

with suppliers is achieved, enabling the cen-

tral development of competencies in the area

of purchasing and market purchasing, while

optimally using the existing operative pur-

chasing system. Central purchasing bases

its conduct on the managing principles of

purchasing categories, which are those that

have been identified in the preparation part

of integration activities as shared by at least

two divisions or business areas, or those of

special significance for company conduct.

Including all the most important purchasing

categories of Droga Kolinska in the centrali-

zed managing system of purchasing catego-

ries is a continuation of earlier used practices

that have resulted in a significant decrease

of purchasing costs and a higher quality of

relationship management with suppliers. The

purchasing organization has two basic areas

of conduct: the area of managing purcha-

sing categories, and the area of operational

purchasing. Each of those purchasing teams

is managed by a Purchasing Manager, and

Martin Eckhoff, who was already the Purcha-

sing Manager responsible for the purchase

in Germany, has been joined by the newly

appointed Purchasing Managers for Croatia

(Damir Herceg), Slovenia and Bosnia and

Herzegovina (Peter OvniË), and Serbia and

Macedonia (Nebojša Vokši). The purchasing

managers and the lead buyers are directly

responsible to the Executive Director of Cen-

tral Purchasing, Danijel Banek, who is, in turn,

directly responsible to the Senior Vice Presi-

dent for Business Operations, Mladen Veber.

“Even though the current situation on the

global purchasing market isn’t inclined to ini-

tiatives for decreasing purchasing costs sin-

ce most of the prices of traded goods and

resources based on them are at an extremely

high level, the new purchasing organization

will have the task of efficiently managing pur-

chasing costs and creating the preconditions

for achieving the planned company business

results, as well as its further growth. Taking

into account the fact that almost two thirds

of the company revenue goes to purchasing

costs, as well as the fact that reaching a profit

directly depends on cutting purchasing costs,

it is a great responsibility for the purchasing

organization to achieve the outlined business

goals of each division in Atlantic Grupa, as

well as of the company as a whole,” stressed

Danijel Banek, Executive Director of Central

Purchasing. “Still, these poor circumstances

are also a chance to differentiate ourselves

from the competition is all areas of conduct,

as well as in purchasing conduct, so we will

use the new size and strength of Atlantic

Grupa, an international network of experien-

ced buyers, the competence and knowledge

in the field of purchasing that we have in the

company, as well as advanced technology

and tools for monitoring the purchasing mar-

ket in order to use purchasing to increase

the value of the company and its products,”

added Banek.

The Central Purchasing Team

Danijel Banek

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ATLANTIC NEWS • 4

At the end of February, Atlantic Grupa’s Presi-

dent of the Management Board Emil Tedeschi

guest lectured at two prestigious U.S. universiti-

es, Duke and NYU, where he presented the bu-

siness model and development vision of Atlantic

Grupa to business postgraduates who welco-

med him with great interest. The student tur-

nout in both lectures held at the Duke’s Fuqua

School of Business and NYU’s Stern School of

Business was exceptional and after each lectu-

re a series of questions followed, of which some,

due to their number, were answered during in-

formal gatherings after the lectures. At NYU,

official comments on the university’s web pages

called Emil Tedeschi’s presentation energetic

and fascinating.

As a result of integration activities in the

market of Serbia, distribution operations

of the Droga Kolinska Division were fully

merged into the Distribution Division. After

the process of consolidating distribution-lo-

gistics systems in all regional markets had

begun at the end of the last year, with the

final move to new locations at the beginning

of March, this process was also successfully

finalized and consequently we operate as a

single distribution entity in the Serbian mar-

ket under the name - Atlantic Brands.

Atlantic Brands includes the distribu-

tion of the entire assortment of own and

principal brands under Atlantic Grupa. The

company’s registered office is in Belgra-

de at the address Kumodraška 249, at the

location of the production plant of Štark

or the Business Unit for Sweet and Salty

Products. The central distribution centre is

located in Šimanovci, 40 km from Belgrade

on the Belgrade - Zagreb highway, while the

remaining distribution centres are located in

Srbobran, »aËak and Niš. The distribution

model in the Serbian market implies a highly

developed work technology in all segments -

from logistics and distribution in all channels

to key account management and trade mar-

keting. „At this moment it is most important

to persist in the market game which is befo-

re us, for which we now have all the precon-

ditions. We believe in our strength because

we know we are dedicated to work and our

knowledge and joined positive energy is the

key to our future successes. This synergy

is also felt by all our partners and potential

associates and this is the launching board

for our success. See you on the field!” said

Bojan KlariÊ, the Distribution Division’s Se-

nior Executive Director of Regional Markets.

ATLANTIC BRANDS new distribution giant on the Serbian market

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Emil Tedeschi among renowned lecturers in the U.S. universities

In the first quarter of 2011, Atlantic Grupa achieved

total sales revenues of HRK 976.2 million, which

is an increase of 93.6% in relation to the same

period last year. Earnings before interest, taxes,

depreciation and amortization (EBITDA) are 116.1

percent higher while net loss amounts to HRK 11

million due to the linear impact of financial expen-

diture related to the acquisition of Droga Kolinska

and historically most unfavourable impact on bu-

siness operations in the first quarter. Along with

the sales revenues realised by Droga Kolinska,

Atlantic Grupa’s total sales growth was achieved

largely due to contributions of the Sports and Func-

tional Food Division, which posts the highest growth

of sales revenues of 26.2 percent and the Pharma

Division with a 14.7 percent growth. The first quarter

was marked by integration of Droga Kolinska into

the system of Atlantic Grupa. Consequently, a mer-

ger of Atlantic Grupa’s and Droga Kolinska’s sales

and distribution operations was carried out in all

regional markets and was consolidated within the

Distribution Division.

Revenue growth in the context of integration of Droga Kolinska

Aleksandar StojkoviÊ, Miodrag SreÊkoviÊ, Bojan DimitrijeviÊ and Branislav JovanoviÊ

Emil Tedeschi

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Zoran StankoviÊ


FARMACIA NUTRITION COUNSELLING CENTRE AND SPECIALISED STORE OPENED

Farmacia nutrition counselling centre and specialised store

located in premises under the pharmacy (level -1) at the address Ilica 11

were opened on 8 April and their concept is unique because you can find

everything necessary for healthy living with a multidisciplinary approach

in patient care offered by pharmacists, nutritionists and doctors.

This centre and specialised store offer

assistance to all persons who have health

problems, suffer from being overweight or

simply want to learn how to eat correctly.

In pleasant and modern designed pre-

mises of the counselling centre, from Mon-

day to Friday, between 11-19 h, nutritionists

will answer all questions related to nutrition

and offer a possibility of creating a per-

sonal nutrition plan in line with individual

needs.

FARMACIA nutrition counselling centre

offers a multitude of services; with a spe-

cial apparatus GAIA, based on the method

of electrical impedance, the centre offers a

possibility of complete analysis of the body

composition. GAIA will tell you how much

fat tissue, muscle, water and minerals you

have in your body while nutritionists, to-

gether with their clients, will comment on

the results of the performed analysis. In

addition to the body composition, GAIA

also identifies your daily energy require-

ments and assesses your biological age.

FARMACIA nutrition counselling centre

also offers a possibility of creating an indi-

vidual nutrition plan, which is preceded by

taking a detailed nutritional case history

by filling out a questionnaire on nutritional

habits and personal preferences and takes

into account the existing diagnoses. Based

on the filled out questionnaire, nutritionists

may prepare menus for 7, 14 or 21 days,

depending on wishes, and the centre also

offers a possibility of scheduling control

exams for the purpose of monitoring client

progress. Additional support to nutritioni-

sts in the counselling centre is provided

by a team of pharmacists and doctors who

participate in creating specific guidelines

and recommendations on taking dietary

supplements and pharmacotherapy. Thro-

ugh the joining of its competences, the

expert team of the FARMACIA nutrition

counselling centre ensures an integra-

ted multidisciplinary care for its patients

and their health improvement. At the

webpage www.farmacia.hr you can find

other details on the counselling centre’s

concept, services, assortment specificities

and follow events and schedule of the co-

unselling centre.

5 • ATLANTIC NEWS

Andrea KošËeÊ

Nutrition counselling centre

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ATLANTIC NEWS • 6

ARGETA WINS A GOLD EFFIE FOR COMMUNICATION EFFECTIVENESS

Argeta goes from success to success. At last night's awards

ceremony Argeta received a gold Effie for its Argeta Junior

campaign and a special award for the use of market research.

This is not Argeta's first award for communication effectiveness

in recent years: in 2004 Argeta won a gold Effie for its campaign

Argeta - The Good Side of Bread, followed in 2008 by a silver

Effie for the Argeta Tuna campaign and in 2010 by a bronze Euro

Effie for the Argeta Junior campaign.

An Effie rewards those truly efficient achievements and

outstanding results in the field of marketing communications

and it points in an independent, unambiguous and demonstrable

manner to the direct connection between communication and

the achievement, or even surpassing, of business, marketing and

communication targets. The Effie is the most prestigious award

in the field of marketing communications in Slovenia.

Enzo Smrekar, a member of the management board of

Droga Kolinska, greeted the new Effie award for Argeta with the

following words:

"Argeta's success is the product of committed and

dedicated work of all our employees involved in the brand

programme. Their professionalism, passion and attachment are

apparent in the outstanding quality both of the product itself

and of all the activities connected with the brand. We receive

a daily confirmation of our work results on the market from our

customers."

This spring, Grand kafa launched its new campaign with the slo-

gan Trust worth its weight in gold, because, thanks to its loyal con-

sumers, has been the best sold coffee in Serbia for more than

ten years. Consumer loyalty needs to be deserved and maintained,

so Grand kafa is reve-

aling the secret to a

perfect cup of coffee

- unique scent and ta-

ste, which has a dash

of something extra in

the form of consumer

loyalty. This campa-

ign, which confirms

the leading position

of this brand, has a

strong media mix, and

consumers are being

given gift sets.

Grand kafa - trust worth its weight in gold

Ralon, one of the oldest

brands of the Consumer

Health Care Division, en-

ded 2010 as the best-sold

product on the Croatian

market in the aftershave

category, according to re-

sults from AC Nielsen for

the November-December

period. Ralon Classic 85 ml

aftershave lotion, Atlantic’s

legendary brand that, after

25 years, underwent a re-

design in the middle of last

year, once again proved its

strength in the category,

and the loyalty generations

of men feel towards it.

Ralon ended 2010 as the best-sold aftershave

Winning team of Droga Kolinska Division

Damjan RadenkoviÊ

Marko Kufrin

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7 • ATLANTIC NEWS

Farmacia - my online pharmacyThe largest private pharmacy chain Farmacia entered the new

year with a new website www.farmacia.hr. In accordance with the

Farmacia strategy that added value creates market recognition

and offers clients the highest degree of service in the pharma-

ceutical segmant, the new website is full of useful information

on both the pharmacies themselves as well as the extra services

offered by the professional and expert team of pharmacists. On

the Farmacia website, it is possible to choose a personal phar-

macist, become informed on using the dermatological counseling

centre, register for check-up testing, find out everything about

healthy weight loss, quitting smoking, and other services that

make Farmacia the most advanced pharmacies in Croatia.

Argeta and Cockta

spent this winter be-

ing in the right place

at the right time. At

Kopaonik, the biggest

and the most beautiful

ski centre in Serbia,

from January to March

everything was marked

by these two brands.

With the slogan “Warm

up winter with the good side of bread,” Argeta managed to warm

up its consumers this winter with a series of promotions and ta-

ste-tests. In the busiest zones of the ski centre, Argeta Pikant

offered skiers a tasty bite, while Cockta refreshed them.

Argeta and Cockta on Kopaonik

From year to year, Barcaffé has strongly held the loyalty of its

consumers. The Trusted Brand award, which confirms consumer

trust in a brand, was received for the fifth year in a row. The num-

ber of loyal consumers increases yearly, which is a special reward

and an honour for the employees that care for the Barcaffé brand

year in and year out. The Trusted Brands survey, organized by the

Reader’s Digest magazine has the reputation of one of the biggest

European survey projects regarding the relationship between con-

sumers and consumer

goods brands. The sur-

vey has been conduc-

ted for 11 years in a row

in 16 countries, and it

enables comparisons

between countries be-

cause 20 categories are

identical in all countries,

while other categories

are chosen locally. After

four years of participa-

ting in local Slovenian surveys, this is the first year that Barcaffé

has joined the European Trusted Brands survey, where a total of 7

thousand Slovenian consumers participated.

Barcaffé confirms its position as Trusted Brand in Slovenia

Donat Mg, a brand of Droga Kolinska Division, launched a

weight-loss promotion on the Croatian and Slovenian markets,

which have the aim of fighting harmful substances in the organi-

sm and enabling candidates to completely cleanse their bodies

and regulate the balance of acids and bases, all with Donat Mg.

The ninety-day Donat Mg diet organized for the Slovenian market

started in April, and the ten candidates for the diet were cho-

sen from a total of 426 applications. The candidates received

a supply of Donat Mg for 90

days, a 90-day diet handbo-

ok, a diet journal and a gua-

ranteed support. On the Cro-

atian market, at the end of

February, the “Get a great

body in 12 weeks” campai-

gn started, were Donat Mg

was the golden sponsor, who

gave the candidates a supply

of Donat-Mg while the cam-

paign lasts. Donat Mg helps

cleanse built-up harmful sub-

stances, and strengthens the

body, renews the overloaded

digestive system, speeds up

the metabolism, but also re-

duces stress and anxiety and renews energy and vitality, which

makes the fight against extra kilograms easier, healthier, and

more successful.

Donat Mg in weight-loss promotions

From February to March, Argeta held more than 150

promotions in large facilities throughout Serbia. Argeta’s

promotional team used those opportunities to promote

its products and offered taste-tests to current and fu-

ture consumers, while

handing out attractive

Argeta gifts. Argeta pi-

kant was the centre of

focus, and Pikant recei-

ved extra-fortified place-

ment within stores.

Argeta at over 150 promotions

Jelena MilinkoviÊ and Alenka BernetiË

Candidates

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ATLANTIC NEWS • 8

In mid-March, Cockta’s unique regional Nevergreen cam-

paign, where jury members (Aleksandar RadivojeviÊ, Ella

Dvornik and Sergej TrifunoviÊ) chose 6 talented repre-

sentatives of the younger generation, who performed in

Cockta’s TV commercial and the web show Nevergreen,

drew to an end. The competition was part of Cockta’s re-

gional campaign which started presenting on April 15th

with the aim of connecting six countries, Slovenia, Croa-

tia, Serbia, Macedonia, Montenegro, and Bosnia and Her-

zegovina. “The young people from all the countries were

great, they showed and proved how much talent there is

in our region. Choosing the finalists was extremely diffi-

cult, because all the candidates completely delighted me,”

stated jury member Sergej TrifunoviÊ after the Zagreb

audition. “Cockta is part of our cultural identity and I am

proud we’re creating a new and unique story about the

drink of our and your youth. It’s time we show the world

Cockta’s youth and new creative image, which will bring

us closer to the younger generation who think of Cockta

differently than we do,” explained Rosana Turk, the regi-

onal brand manager. However, the international Cockta

competition isn’t the only novelty in the campaign which

will “conquer” Slovenia, Croatia, Serbia, Macedonia, Bosnia

and Herzegovina, and Montenegro. Cockta fans will be

able to enjoy it at spring promotions in all its flavours as

well as its new image that will be as interesting to the older

as it will be to the younger generations. The cult brand is

coming back in a “new outfit”.

EXCELLENT RESPONSE TO COCKTA REGIONAL NEVERGREEN COMPETITION

The best-known and most loved Serbian brands in the world are

Bananica, Smoki, Plazma, Jafa and Eurokrem, according to re-

search by the Serbian media Press, in which representatives of

chambers of commerce abroad, domestic marketing specialists

and consumers participated.

In this survey, Smoki and Bananica from Atlantic’s Droga

Kolinska Division showed how their tradition and quality are also

recognized outside the domestic market.

„Almost all the brands within the framework of Štark's pro-

gram were created after the Second World War, and on that

note, they carry the spirit of a tradition lasting several decades

and emotions that remind us of our growing up. People carry

that emotion with themselves, wherever they go in the world,”

Štark’s Executive Director Matjaž Vodopivec commented the sur-

vey results.

Vesna Pakaj, Director of the Serbian Chamber of Commerce

Representative Office in France said for Press that the strongest

Serbian brands are ajvar, Bakina tajna jam and marmelade, ZaËin

C, Plazma, Medeno srce, chocolate bananas, Jafa, Smoki and

Štark neapolitan wafers. „We all grew up with these products, it is

our contact with our country and an always recognizable flavour,

which, when you fall in love with it once, you love it forever,” she

said. The situation in Germany is almost identical, where Knjaz

Miloš water, vacuum-packed Futoš sauerkraut, Plazma, Karneks

pate, ZaËin C, Smoki and Jafa cookies are the most popular

Serbian brands.

SMOKI, BANANICA AND NAPOLITANKE AMONGST THE MOST LOVED ABROAD

Jury members

Belgrade audition finalists

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9 • ATLANTIC NEWS

Starting the end of May, there is a new member of the Melem

family - Melem in a 50 ml tube! With its market presence of more

than 30 years, Melem has reached a recognizable quality and

consumer loyalty, so there is no doubt that this new product will

be a hit. Melem in a tube is designed for intensive care of sen-

sitive skin of the entire

body. It offers an instant

feeling of comfort, it so-

oths and nourishes skin,

leaving it gently soft, and

smooth. It actively locks

in moisture, hydrates,

and softens dry skin of

the entire body, with a

reliably revitalizing acti-

on. Melem in a tube was

the reason the Croatian

Chamber of Commerce

visited Neva to launch

the procedure of expan-

ding the rights of using the sign “Originally Croatian” on another

Melem product. The three-person committee visited Neva’s pro-

duction plant in

Rakitje in order to

participate in the

production pro-

cess of Melem in

a tube, which is a

mandatory proce-

dure for the Tech-

nical Committee

according to the

Regulations of

visually marking

Croatian products

and services. The

committee was received by representatives of all departments

that participated in the creation of the new Melem product, and

besides touring the factory, the emphasis of the visit was monito-

ring the quality of the raw materials and packaging, as well as the

technological processes used to create Melem, as well as other

Neva products. High standards, modern technological, and envi-

ronmentally friendly business processes enabled the creation of

a series of high quality products in the Melem line.

Melem in a tube - an original Croatian product

Surprisingly chocolateyIn the first quarter of 2011, »oko Smoki invested significant effort

and media space to explain to its consumers how sweet it is. The

campaign with the slogan Surprisingly chocolatey was active du-

ring February and March on the markets of Serbia and Bosnia

and Herzegovina with

a media mix adapted to

the younger focus gro-

up. The information that

»oko Smoki is 78%

chocolate found itse-

lf not only in television

commercials, but also

in all places where tee-

nagers find themselves

moving and socializing

most often, which inclu-

ded radio sponsorships

and appearances in

movie theatres and on

Facebook.

Multivita and the Kapetan Miša AnastasijeviÊ awardThe “Kapetan Miša AnastasijeviÊ” award ceremony was held on

March 30th, organized by the PanËevo Regional Chamber of

Commerce and the Faculty of Technical Sciences in Novi Sad, to

honour the most successful individuals, entrepreneurs, and com-

panies in that region. Multivita was this year’s winner of the award

for the Best Brand category. Goran »okorilo, manager of logi-

stics and sales accepted the prestigious award in the name of all

employees. A total of 20 awards were awarded to distinguished

individuals, entrepreneurs, and representatives of educational

and other public institutions. The Best Brand award for Multivita

proved once again that it is the absolute leader in its category.

Goran »okorilo receives award

Croatian Chamber of Commerce

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ATLANTIC NEWS • 10

Rosal LipBalm has prepared two new limi-

ted editions! Rosal LipBalm Block 'n' Roll

offers unforgettable sunny days and the

SPF 30 factor offers extremely effective

protection from unwanted sunrays. The rich

formula intensively nurtures lips and pre-

vents them from drying out, while the acti-

ve ingredients envelop them with additional

moisture, making them irresistibly soft and

supple. The unique limited edition Rosal

LipBalm So Natural Denim will definitely

thrill all fans of denim who love beautiful

and nurtured lips.

Štark remained loyal to its quality and for all

those who have recognized it for decades, it

prepared Cookies, a new surprise according

to a recipe from Grandma’s kitchen. A mix of

eight grains, with a high chocolate chip con-

tent (19%), in each of the three irreplaceable

flavours - coconut, chocolate, and hazelnut,

will definitely awaken sweet memories and

remind us of Grandma’s skillful hands that

turn the highest quality natural ingredients

into true little gems with an enchanting scent

that takes us back to our childhood. For tho-

se who cannot choose a favourite flavour, we

recommend you choose all three - they taste

great together.

Rosal Lip Balm news

This spring, Cedevita candies have prepared

a double surprise for its fans! The first bit of

news is that the range of Cedevita multivita-

min candies has been enriched with a new

pear flavour, which besides having a refre-

shing fruity taste, also contains the already

well-known 9 vitamins, and the second piece

of news is a new and refreshed design.

Cedevita fans can now consume this

sweet, juicy fruit, which Homer called a

gift from the gods in the Odyssey, and the

court of Louis XIV considered a symbol

of luxury, in the shape of their favourite

candies, while enriching their bodies with 9

essential vitamins.

Since there are about a thousand types

of pears, and it is difficult to choose the

sweetest one, reach for Cedevita pear can-

dies on the shelves of your store, end your

sweet sorrows, and enjoy this taste-bud re-

viving flavour. The new candy design with

a new logo and modern design will make

Cedevita candies even more recognizable

and desirable, and it’s up to you to try to eat

only one!

New pear flavour in new Cedevita candy design

Štark kitchen

news - CookiesJust before the beginning of the new sea-

son the Consumer Health Care Division’s

Asepsoleta brand has been enriched with

two new products: Asepsoleta Fresh and

Asepsoleta Sensitive anti-

septic wet wipes. With the

arrival of warmer days, when

more and more time is spent

outside the home, wet wi-

pes become an irreplacea-

ble item outdoors for a large

number of consumers, so

this brand, recognized for

its individually packaged di-

sinfectant wipes, prepared a

new economical packaging

with 20 wet wipes. The main

characteristics of Asepso-

leta, as one of the leader

in the growing on the go

segment, are the disinfectant action and

preserved freshness until the moment of

use, which are also characteristics of the

new products. Both types have a practical

cover that prevents the wipes from drying

out. The products have been dermatolo-

gically tested and are pH neutral for skin.

While Asepsoleta Fresh wet wipes capti-

vate us with a sophisticated fresh scent,

Asepsoleta Sensitive wet wipes contain

a formula specially made for cleaning sen-

sitive skin.

Expanded assortment of Asepsoleta wet wipes

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Spring and summer with Cedevita

11 • ATLANTIC NEWS

This spring, Argeta delighted its loyal con-

sumers with another new flavour. The name

of the new Argeta is completely appropria-

te for the warmer months - Primavera chic-

ken pâté. It is a chicken pâté enriched with

chosen vegetables: red and yellow peppers,

onions, garlic, dried tomatoes, and chosen

herbs and spices. The new Argeta can be

found on the markets of Croatia, Slovenia,

Bosnia and Herzegovina, Serbia, Monte-

negro, Macedonia, and Kosovo. The new

campaign “Everyone can eat like a king”

aims to emphasise the fact that with Ar-

geta, everyone can afford a high quality, if

not royal, treat. Besides presenting the new

flavour of Argeta, the campaign also serves

to remind consumers of the high quality of

all Argeta pâtés, which are prepared from

carefully chosen, high quality ingredients,

which is the main reason their flavour is so

outstanding. The flavour is so special that

Argeta is good enough for royalty.

After a long winter, the first messengers

of spring arrived, and with them, a real

surprise from Cedevita. For the first time,

Cedevita has come out with new spring

and summer packaging, with a 10% and

20% discounted price. Enjoy the new

attractive packages that come in limited

amounts; they are available in both

orange and lemon.

Since the beginning of May, Cedevita GO! has

been refreshing its fans in lime too. After following

the wishes of the fans of the legendary drink,

already available in orange and lemon, and with

the upcoming sunny and hot days, Cedevita GO!

has prepared a new flavour of its refreshing drink

for its consumers. The strong forces of Atlantic

Distribution have enabled the availability of the

new beverage from the Cedevita GO! line of

flavours at a large number of retail locations,

which guarantees you have the opportunity

to refresh yourself at every step.

Cedevita GO! also refreshes in lime

Everyone can eat like a king

Plidenta Pro-t-action - revolution in the fight against caries

Experts from Atlantic’s Neva developed

Plidenta Pro-t-action, the first toothpa-

ste in the world that contains an active

probiotic base Lactobacillus Pro-t-action.

The new Plidenta toothpaste, which the

Ministry of Health and Social Welfare cla-

ssified as cosmetics with special purpose,

prevents dental plaque, while Lactobacillus

Pro-t-action contributes to removing the

bacterium Streptococcus mutans, the most

frequent cause of dental caries. Additional

information on this revolutionary toothpa-

ste may also be found on a new webpage

www.plidenta.hr, as well as other intere-

sting facts about this brand of the Consu-

mer Health Care Division. The launching of

Plidenta Pro-t-action is an excellent intro-

duction to the campaign Show Your Teeth

to Caries with which Plidenta will once

again join the fight against cavities.

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HOW DO I SEE IT?INTEGRATION EXPERIENCE AND THOUGHTS AS RECALLED BY DDK COLLEAGUES

SANJA JEVRIΔ AND SLAVICA LALOVIΔ - KAFA BU / DUŠKO BRKOVIΔ - SWEET AND SALTY BU / ANDREJ BELE

- BEVERAGES BU / NATAŠA GLADOVI» - DDK QUALITY ASSURANCE / DUŠAN LOREN»IΔ - ROGAŠKA OPERATIONS SECTOR

READY FOR NEW ACCOMPLISHMENTSAFTER INTEGRATION, UNITED IN THE MARKET RACE

"Soon after the acquisition, in

December of last year, we con-

tacted our colleagues from the

Quality Assurance Department of

the Consumer Health Care division

to exchange experiences and good

practices in our area of busine-

ss. We are happy to report that

together we easily overcome the

complexity of the laws of the vario-

us markets, accept new, professio-

nal findings, send quality demands

to the suppliers and find solutions

for improving production processes.

We are still intensively working on

a shared approach to the sales

teams and are primarily trying

to establish a fast and efficient

communication for complaints and

returns, which is of special signifi-

cance for Quality Assurance."

Nataša GladoviËDDK quality manager

Nataša GladoviË

with a team from the Quality

Assurance Department

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Through integration, we have become part

of a complex organization that is the leader

in the regional food industry and distributi-

on. We have brands that are untouchable

in the region, while some are becoming

revered beyond the region. Smoki, Cede-

vita and Bananica are generic categories.

Argeta is a category of its own. Who hasn’t

heard of Donat Mg? Serbia and Bosnia

and Herzegovina awaken to Grand kafe,

Slovenia to Barcaffe, and soon Croatians,

after they brush their teeth with Plidenta,

will enjoy the flavour of these coffees in

ever-greater numbers. Today, we have an

equally high level of service on all markets

in the distribution of consumer goods. Our

size, the breadth of the knowledge we

have, the tradition we have, the technology,

and above all, all our people - all of that

is our combined strength. Finally, we com-

pleted the integration stronger and better

organized. The sales organizations for all

regional markets were united. A new divi-

sion of Atlantic Grupa, the Droga Kolinska

Division, was formed. Corporate support

functions were established at the Grupa

level, organized in such a way that they can

optimally provide the necessary services in

all operative segments. What’s next? Work,

of course. The market isn’t that patient and

understanding, so during this integration,

we tried to assure that these processes

did not affect regular business flow. Today,

we can, satisfied with the completed tasks,

continue, focused on the implementation

of our set growth strategy. Our backs are

safe; we can fearlessly lean on our collea-

gues, and face the competition. The market

is in front of us, let’s conquer it.

REGIONAL LEADERS

“There is an adjustment period

needed for every novelty, be it a new

place, a new car…so in the integrati-

on of two large companies a “transi-

tional period”, or adjustment phase, is

understood. Attitude towards change

is an individual thing, so that a lot

depends on us! Taking into account

all the completed tasks, of both bu-

siness, as well as of sports, educati-

onal, and entertaining content, I can

conclude that integration is coming

to an end, and as far as I’m concer-

ned, it has gone very well, and I think

I can conclude the same for the

team I lead!”

Andrej BeleExecutive Director of BU Beverages

“Acquisitions are a common appearance

in business, often necessary, especially in

companies where, due to ownership issues,

there aren’t clear goals and development

plans. Our integration processes commen-

ced immediately after the acquisition, and

the plans were presented at the first inte-

gration meeting in Olimje. So far, we have

reorganized sales, functionally restructured

departments, and for us in production, the

integration in the purchasing sector was

especially important. In our team, we

believe the integration was supported by the

proper information, quick and efficient

action, with the consciousness that a good-

quality integration is a guarantee for long-

term success.”

Dušan LorenËiÊDirector of Rogaška Operations sector

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BU KAFA “What is the secret to a perfect cup of our

coffee? The attention we give to each bean, the pro-

fessionalism and dedication of our people, the trust

we build, the team spirit we develop, and the love and

the passion we express daily. Our brands are growing,

while also strengthening a fantastic team.

“It is impossible to get all the colleagues that make up our team on one photo.

These are just some of the members, but also those who are not seen daily are with

us: Dejan, Marija, Jelena, Dušan, Krešo, Alenka, Sašo, Armando, Aljoša, Igor Maglov,

Mirela MahmutoviÊ, Alma GuberiniË, Nebojša Jakimovski, Vinko MatiÊ, Dule PavloviÊ,

Ivana Kunoska, MilankaGligiÊ, Pera VidiÊ, Svetlana Stankova, Vesna Lupa, and many

more…and SreÊko NakiÊ. BU Kafa is going forward!”

“Partially due to my position, but also due to the BU I belong to,

and partially due to the method of conducting integration proce-

sses, I have the feeling that this process passed almost unnoti-

ced. In any case, without increased tension and significant effect

on daily business life.” “I think it’s also the impression of my co-workers, especially those employed in producti-

on. It was contributed to by the straightforwards messages from the owner regarding the future of the company

subject to the acquisition, as well as the colleagues from the integration teams, as well as the communication

of key activities and plans. Meeting new colleagues in informal socialization significantly helped quickly identify

with the new group.”

“It is impossible to get all the colleagues that make up our team

Sanja JevriÊ, Sales Director of Kafa BUand Slavica LaloviÊ, Senior Brand Manager

Integration has passed!

Duško BrkoviÊ Director of Operations SectorSweet and Salty Business Unit

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“Atlantic Grupa’s Winter Olympic Integrati-

ons” was the title of this year’s gathering on

Jahorina, the location that hosted the gre-

atest sports event in our area - the 1984

Winter Olympics. The Atlantic team went

through an interesting teambuilding proce-

ss, reliving their old athletic competitive spi-

rit, bidding the winter and the successful in-

tegration processes farewell, ready for new

business achievements.

In accordance with the title, the first day of

the gathering started according to Olympic

regulations, so 12 teams took their Olympic

flags, Vice President Mladen Veber gave

official oath, while President of the Board,

Emil Tedeschi, officially opened the games

by lighting the Atlantic Olympic flame. The

night continued with an excellent concert by

Gibonni and his accompanying band, while

SMS Deutsch heated up the atmosphere

after the concert with evergreens from the

regional and global music scene.

The following day, in the athletic part of

the program, the teams were faced with six

challenges, that is, six Olympic disciplines in

which all participants could show their agi-

lity, precision, balance, and speed, in other

words, all the qualities they already demon-

strated during the previous months of the

integration processes.

The second evening was marked by two

inspirational presentations. As coordinator

of the integration processes, Sandra Fe-

renËak presented the integration results,

while Aleksandra StefanoviÊ, human resour-

ce manager for the Serbian market shared

her own experiences from the process. The

first presentation gave all the facts and data

regarding the processes, comparing the si-

tuation before and after the acquisition and

integration, while also presenting the plans

for the upcoming period.

Aleksandra StefanoviÊ held an inspira-

tional presentation rich with audio-visu-

al material that showed those present a

different type of comparison - the different

phases of integration were compared to a

roller coaster, with all the ups and downs,

clearly showing it isn’t a simple and equally

pleasant process, but that the final result is

positive, and most often results in the need

for repeating the experience, looking for the

same adrenaline rush once again.

Atlantic Grupa’s Winter Olympic

After the successfully completed integration

of Atlantic Grupa and Droga Kolinska on

all markets, company management gathered

on Jahorina at the end of April to mark

the end of the integration processes with

an Olympic spirit.

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Sales conferences have been systematically

organized as a part of the integration proce-

sses and unification of the sales forces of

Atlantic Grupa and Droga Kolinska in order

to provide all with education and knowledge

of the brands in the expanded portfolio prior

to the united sales front in the region.

So in Portorož, representatives of all Bu-

siness Units of the Droga Kolinska Division

presented all the interesting facts about,

and expectations for, certain brands to their

colleagues from sales. The conference was

opened with an introductory speech from

SreÊko NakiÊ Vice President of the Droga

Kolinska Division, followed by presentations

from Business Unites. Aleksandar PoznaniÊ

and Jelena Milinkovi» presented the Kava

Business Unit with a presentation titled “The

region wakes up with us” (Regija se budi s

nama), the Spreads Business Unit, led by

Ana Žunjanin and Nataša Gaon, presented

“Ready to win” (Spreman za pobjede), and

the Sweet and Salty Business Unit can

boast record sales of Bananica - 100 000

000 pieces. Milica JaniÊ, Nenad SimonoviÊ

and Aleksandar MladenoviÊ presented the

history of Štark from 1922 to present-day,

emphasising the best-known brands of that

Unit - Smoki and Bananica, the leaders in

all regional markets (except Croatia). Tatja-

na Erban from the Beverage Business Unit

introduced her colleagues to the history of

Donat Mg. The best-known brand of the

Beverage Business Unit - Cockta entered

the new year with a new slogan “Always

alive - Cockta” (Uvijek živa - Cockta). A

film that showed the history of Cockta, the

development of its packaging and adverti-

sing billboards, as well as its sponsorship of

the ski jumps on Planica since 1953 also

emphasised the fact that 50 million litres

of Cockta have been sold. The summarised

message of the second sales conference

organized March 18th in AranÐelovac be-

fore the united sales force for the Serbian

and Macedonian markets within the Distri-

bution Division was that joint positive energy

is key to future success. Representatives

of Atlantic’s brands - Grand kafa, Smoki,

Bananica, Najlepše želje, Napolitanke,

Argeta, Cockta, Donat, Cedevita, Rosal,

Plidenta, and many others, introduced

the sales teams for Serbia and Macedonia

to the development plans and marketing ac-

tivities for the retail locations for this year,

preparing them for a joint battle on the field.

A sales conference titled “Passion for

winning”, organized for the markets of Mon-

tenegro and Bosnia and Herzegovina, was

held April 1st and 2nd in Sarajevo, and

the Olympic spirit and passion for winning

shown at the Winter Olympic Games in

1984 in that area was also present amongst

the 220 participants of this sales conferen-

ce. The sales forces of Montenegro and Bo-

snia and Herzegovina had the chance to get

to know the business programs and plans,

and the sales strategy of the Droga Kolin-

ska and Consumer Health Care Divisions.

After the work portion of the conference,

a guided tour of Sarajevo was organized,

and the informal part of the gathering en-

ded with great fun. After the theoretical and

practical knowledge gained in Sarajevo,

the conference participants showed their

energy and enthusiasm for achieving the

ambitious sales plans on the field itself.

SALES CONFERENCES REGION-WIDE

Ready for record in Aranelovac

Tatjan Erban at a sales conference in Portorož


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The Consumer Health Care and Pharma Divisi-

ons joined forces and held a professional lecture

in the Tuzla County. Neva presented its Melem

brand and its possible applications in the Ekom

kanal pharmacy. The lecture was held by Arijana

MeštroviÊ, Head of the Education Centre, with

special emphasis on Melem and its much wider

application in all life situations. Fidifarm presen-

ted Ginko Omega capsules and HemeroProtect

cream, while everyone present listened closely to

the lecture by Natalija KanaËki, Head of Medical

Services of Fidifarm, on the advantages of the

combination of gingko, omega 3 fatty acids, and

the vitamin B complex.

DIETPHARM EDUCATESREGIONALLY


At the beginning of March, in Zagreb, the first

lecture in a cycle of professional lectures on Fi-

difarm innovations was held, and they have also

been organized in Osijek, Rijeka, and Split. The

gathering was led by the Executive Director of

Marketing in Fidifarm, Josipa Mazalin Protuli-

pac. At the lecture, the OTC medicine Ulcodyn

75mg, which prevents and helps fight symptoms

such as heartburn, poor digestion, and hype-

racidity, was presented, and Tomislav VojvodiÊ,

brand manager for OTC, presented it in detail

with special emphasis on (effervescent tablets)

and its advantages in comparison to the conven-

tional form of ranitidine (tablets). At the lecture

for treating haemorrhoids, there was talk about

using natural ingredients, and Dietpharm’s pro-

duct for easing haemorrhoid pain - Hemero

Protect cream with Beta Glucan was presented.

Katarina KujundžiÊ, Dietpharm Brand Manager,

held the last lecture at the gathering where she

presented Hemero Protect cream in detail.

This year at the 6th Croatian Congress on Oste-

oporosis, Dietpharm once again presented its

superb products. Around 250 Physiatrists and

Rheumatologists from Croatia, and around 40

from Bosnia and Herzegovina, Slovenia and Ser-

bia attended the congress, which was of regional

character this year. Emphasis was placed on pre-

senting the best-known Dietpharm products for

protecting bones and joints Calcium Citrate+D

effervescent tablets, Kondroin®Forte tablets

and Hailuron direct® tablets, which have been

Macedonian team from Atlantic Trade Skopje on

4 March organised a lecture for gynaecologists

that was attended by a sizeable number of

220 doctors. The topics of the lecture were

Cervical Cancer Treatment Protocol, Cimicifuga

Racemoza - natural relief for menopause

symptoms and Importance of vitamin-mineral

supplements for pregnant women and infants,

which all attracted the profession to the lectures

which, in addition to lecturers gynaecologists,

were held by Atlanticers Svetlana Arsovska,

Darko Daskalov.

SKOPJE

ROVINJ TUZLA

A survey conducted by the Internet portal Moj

Posao regarding the most attractive employers

placed Atlantic Grupa at an excellent 9th place,

which is 4 places better than last year. In the First

Choice Employer survey, which was conducted in

February, more than 1000 people participated,

and the results are an indicator exclusively of

the perception of those surveyed regarding the

companies themselves, according to their free

choice (the survey did not offer names of com-

panies to choose from). For the second year in a

row, first place was taken by dm-drogerie markt

with 12.5% of votes. The crucial reasons for cho-

osing a first choice employer are: job security and

leading position in the sector, which were most

important for 44% of those surveyed. Job se-

curity most likely made its way to first place this

year because of the crisis, as it was third place

last year behind the leading position in the sector

and opportunities for advancement. This year, the

employer’s social responsibility took third place

with 42 percent, and harmonic relationships at

the workplace were important for 41 percent of

those surveyed. The salary and other material be-

nefits were a crucial factor of attractiveness for

39 percent of those surveyed, which made that

reason only 5th place, as well as professional ad-

vancement and total image in the business world.

ZAGREB

Ana MarušiÊ

Katarina KujundžiÊ

Svetlana Arsovska

Natalija KanaËki



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Rosal, Gloria and Generalturist

gifted a trip to CosmoprofIn a contest organised by Rosal, Gloria ma-

gazine, and Generalturist tour operator, the

winners of a weekend trip, every woman’s

dream, were drawn: to the biggest Euro-

pean cosmetics fair COSMOPROF in Bo-

logna, with the slogan “Lust for beauty”.

The winners, accompanied by journalists

and photographers from Gloria, and Da-

niela ŽivkoviÊ SimiÊ, brand manager for

Rosal, enjoyed their first visit to Bologna,

where they were treated to a tour of the

city and a tasting of the gastronomic de-

lights of the Emilia-Romagna region. Their

base was the Neva booth, where they were

awaited by colleagues from the Consumer

Health Care Division Branko Fureš, Ivana

Les, and Kristina ŠikiÊ, where the winners

were presented all the novelties from the

Plidenta, Rosal, Melem, and Ralon brands.

Atlantic’s team introduced the assortment

to the winners, offered them the chance

to try out all the products they hadn’t had

the chance to try, and gave them all the in-

formation necessary to ease their decision

as to which product is right for them. The

winners of the contest and the journalist

crew from Gloria returned from their trip

full of impressions.

Bionatura

awards Atlantic

employees’ initiative

On quality

standards in

Rogaška Slatina

New projects

of the ICT team

On April 12th and 13th, surrounded by

one of the oldest European spas, in

Rogaška Slatina, a Quality Conferen-

ce of the Droga Kolinska Division was held.

Colleagues from Quality Assurance of the

Consumer Health Care Division attended

the conference for the first time. On the first

day of the conference, in the introduction,

Head of Quality Assurance of Droga Kolinska

Division, Nataša GladoviË, presented an

overview of process success for 2010 and

presented plans for the current year. This was

followed by the presentation of the main topic

of preparing for the introduction of FS 22000

standard and the activities planned in order to

obtain the certificate. At the end, Natalija Fink,

director of Quality Assurance of the Con-

sumer Health Care Division shared her own

experiences of introducing IFS standards with

her colleagues. The first workday ended with a

presentation by Aljaž »oh, head of

development and production quality in Rogaš-

ka Slatina, who introduced the participants

to the interesting parts of that area, the

thermal waters, and Donat Mg water in an

interesting lecture.

In the past quarter, the Information and

Communication Technology Department

was marked by a series of news. At the

beginning of March, in the new Atlantic

Brands company with headquarters in

Belgrade, an MIS business solution, which

is used by DK companies in the eastern

region (Serbia, Bosnia and Herzegovina,

Macedonia), was implemented, and it

was completed in a very short time with

significant effort and energy from the IT

team. The reorganization of the logistic

operations in Serbia, where 11 logistic

centres were closed, and four new ones

were opened, demanded the organisation

of the necessary infrastructure, including

telecommunications, local networks,

business services, and moving equipment

and systems from the IT team, in close

cooperation with the Investment and Main-

tenance Department. After the acquisition

of KalniËke vode, the company was succe-

ssfully integrated into Cedevita’s SAP

system, after which a part of operations

was separated into the Bionatura Bidon

Vode company.

An interesting opportunity offered

by the Bionatura Bidon Vode d.o.o.

excited all Atlantic employees with an

invitation to, as a part of the Atlantic family,

contribute to the promotion of its products

and services. All Atlantic Grupa employees,

regardless of the company where they are

employed, can take part in this interesting

incentive. The goal of the incentive is to attract

as many new clients for Bionatura Bidon

Vode d.o.o., that is, to get them to sign for the

installation of new water coolers for private

consumers or businesses. The incentive will

last 9 months (April 5, 2011 - December 31,

2011), and all employees of Atlantic Grupa

from the Croatian market, regardless of their

position and the company they work for,

can participate. In order to ease the task for

employees, discounted prices have been

defined for new customers, and in order to

additionally motivate the desire to participate,

interesting financial rewards have also been

designated.

Zoran TeofiloviÊ

Daniela ŽivkoviÊ SimiÊ and Branko Fureš

at Cosmoprof with the winners


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This years’ FIBO fair represented 10

months of hard teamwork for Multipower.

At that fair, the new concept of the Mul-

tipower brand was proudly presented to

retail partners and end consumers for the

first time. After four years of missing the

fair, this brand returned to the leading Eu-

ropean fitness fair and confirmed its lea-

ding position on the European nutritional

supplement market, and the 460 square

meter booth was proclaimed the booth that

most stood out at the entire fair.

Many new novelties and innovations

were launched under the MULTIPOWER

Sportsfood brand, and in the four days of

the fair, they were presented to around 50

thousand consumers and more than 600

retail partners.

New innovative production concepts, ba-

sed on different qualitative and quantitative

market researches conducted throughout

Europe, such as “Double effect Caps” (dou-

ble effect capsules) - a “natural” substance

for burning fat that gradually releases its

active substance - in a “capsule in capsu-

le” form still unseen in Europe. Because of

that new shape, and thanks to an innovati-

ve production and communication concept,

Multipower has managed to ensure exclu-

sivity in Europe.

Other improved redesigned products, ri-

ding on the innovation wave of the “Double

effect Caps” were also presented.

Besides the new self-standing bag for-

mat for the already popular FORMULA 80

Evolution product - which had to have a

machine specially supplied in the producti-

on plant - the new endurance products that

have been successfully launched on the

German pharmaceutical and mass market

are certainly amongst the special achieve-

ments of the Multipower brand. Almost all

the recipes have been modified, and all the

packaging redesigned, with that in mind.

Revenue of more than 450 thousand euro

was achieved with this assortment in the

first month alone.

The Multipower Professional brand re-

turned to the hardcore European market

with above-average success. So in Multi-

power, they found that approximately 22 to

25% of revenue comes from the hardcore

user focus group, while the hardcore users

themselves represent only 3% of the total

number of sportsfood users.

News revealed at the fair was that in the

following two years, premium products,

such as the hero-products “NOXtream”

and “MUSCLE EFFECT” will be represen-

ted by top-notch athletes.

MULTIPOWER DELIGHTEDAT FIBO

“The return of Multipower to FIBO caused a

true “Wow-effect” amongst our international

buyers. We presented ourselves as the most

professional and most serious brand on the

market in an impressive way. The reactions

of the distributors are only positive, and the

new brand hierarchy with the Sportsfood

and Professional brands has also been

well received. The “Classic” market is very

important to us and it demands a clear

boundary between those two brands - which became clear to everyone,”

commented Jens Nölling, director of Atlantic Multipower Iberica.

“After four years of absence from FIBO,

Multipower once again defined the

direction for development in the branch.

With a massive presence and an enormous

booth at the fair, with excellent concepts,

we confirmed our market position in an

impressive way. As a “return to the roots,

” the Professional assortment has been

deemed very good, and gives hope that we

will make life much harder for our competitors

in this important market segment,” added Jürgen Müller, director of sales

for sports channel.

Multipower team at the fair



anja Šagud, the prp esent Execu-

tive Director of Fini ance in the

Pharma Division waas promoted

to the position of Executivee Director in

charge of all business operaations of this

division. At the position ofof Executive

Director for the Pharma Divisiiono , Sanja

Šagud coordinates business opperations

of the division comprising: FFidifarm/

Dietpharm headed by the Exxecutive Di-

rector Vesna Ceraj, wholessaale drugstore

Atlantic Pharmacentar mmanaged by the

Executive Directctor Tamara Tuek k and

pharmacy operatioons managed by the

Executive Director ZZvovonko Brzak. In heherr

work she will answer direcectly to the Se-

nior Vice President of Businnese s Operati-

ons. Sanja Šagud participateted in the bu-

ilding and development oof the Pharma

Division from its beginnniings and signi-

ficantly contributed to its establishmmeent

and successful businness operatations.

Together with the resppoonsibility ffor ma-

naging and coordinnaating all seegments

within the division, Sanja Šagudud will also

retain the responnsibility foorr finances in

the Pharma Divvisision and inin this segment

she will answeer to the VVice President of

Finance Zoraan StankooviviÊ.

Sanja Šagud Executive Director of

Pharma Division

Goranka DevËiÊ is a new member of

Atlantic’s finance team, which she

joined at the beginning of March

at the position of the Distribution Division's

Executive Director of Finance for internati-

onal markets. In this function she will orga-

nise and manage the finance department’s

operations for the markets of Serbia, Slo-

venia and Macedonia and also manage the

division’s financial strategy in this segment.

As the Distribution Division's Executive Di-

rector of Finance for international markets,

Goranka DevËiÊ will be responsible for the

annual work programme of this sector as

well as operational plans and their imple-

mentation, for preparing and delivering fi-

nancial reports from these markets, coordi-

nating the planning process and preparing

assessments of business results. She will

also focus on monitoring and amendments

of relevant regulations in the region and the

application of international accounting stan-

dards in reporting, as well as the processes

involving continuous improvement of inter-

nal control and also the procedures in all

aspects of business operations.

Goranka DevËiÊExecutive Director of Finance

for international markets of

Distribution Division

In April, Atlantic Grupa’s management

team was joined by Mojca Domiter at

the position of Executive Director of

Human Resources. Our colleague will be

competent for the management of the

Group’s overall HR processes in all mar-

kets, and in her work she will answer di-

rectly to the Vice President of Corporate

Affairs Neven VrankoviÊ.

Mojca Domiter comes to Atlantic Grupa

from the position of Human Resources

Director in the company Jadranski Galen-

ski Laboratorij, where she acquired valua-

ble experience in company restructuring

through consolidation of three separate

business units, introducing a performance

management system and implementing an

employee development programme. Prior

to that, she worked as the HR director in

Vipnet. Mojca Domiter brings to Atlantic

Grupa extensive experience in the field

of human potential management, especi-

ally in segments such as employee deve-

lopment, reward system, selection, strate-

gic planning, talent management, change

management, and she realised outstanding

results under conditions of accelerated

growth and organisational changes. Moj-

ca Domiter graduated psychology at the

University of Rijeka, while she is currently

attending the Executive MBA studies at

the Cotrugli Business School in Zagreb. In

the course of her career she received addi-

tional training in a number of leadership

and management programmes.

Mojca Domiter Executive Director of

Human Resources

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At the beginning of 2011, Andrea

Rosso, the former Sales Manager

of Multipower on the Italian

market, was promoted to the position of

Director of Atlantic Multipower Italia, and

he took over the responsibility of the total

business management of the Sports and

Functional Food Division in Italy. In the past

six years as sales manager for Atlantic

Multipower Italia, Andrea Rosso made a

significant contribution to the business

development on this market, and today,

Multipower is the leading sports nutrition

brand on this market, largely thanks to his

effort and sales strategy. For that reason

it can be expected that this promotion

to the leading position will lead to the

motivated growth and development of

business in Italy - increased sales, new

business partnerships, and an additional

advancement of existing positions.

Andrea Rosso Director of

Multipower Italia

In mid-January, Atlantic’s Finance team

was joined by the new Director of

Corporate Taxes, Tomislav Leko, who

is responsible for ensuring the precise

and timely application of all tax forms,

and the payment of all tax obligations,

controlling tax forms and other relevant

documents according to regulations, as

well as preparing annual and quarterly

accounting balances with regards to

profit taxes. Along with the listed

responsibilities, Tomislav Leko also works

on coordinating and solving all questions

in regards to government tax office

procedures, participating in due diligence

procedures and the taxation aspects of

all M&A activities of the company. Before

coming to Atlantic Grupa, he worked in the

audit firm KPMG as a manager in the tax

department, and prior to that, he worked as

a tax expert in CMS and CEMEX Croatia

as the Director of Tax Groups, as well as

working in the Ministry of Finance. He

finished Taxation Studies at Zagreb’s Law

School, and he received the title of Certified

Auditor at the renowned British Association

of Chartered Certified Accountants.

Tomislav LekoDirector of Corporate Taxes

In June, Jens Peter Liebler joined

Sports and Functional Food Division

to fill the position of Executive Country

director, Sales Region 1, and he will be

directly responsible to Alenka Klarica, Vice

President of the Sports and Functional

Food Division. Jens Peter Liebler gained his

wealth of experience in senior management

and leadership on several European

markets. He worked in German Rewe, and

later in Italy, Austria, and Spain for Bofrost.

His multifunctional and multi-market

experience in sales activities, retail sales,

category management, marketing, running

sales teams in different markets and

industries, as well as his recent experience

as national commercial director, will be very

significant at this position within the SFF

Division of the Hamburg team.

Jens Peter LieblerExecutive Country Director,

Sales Region 1

In March, Miro PeoviÊ was named the

director of logistics for the Croatian market

in the Distribution Division. He has come to

Atlantic from the position of Sales Director for

Croatia for the Makart company, and before

that, he worked as commercial director in

Maraska. At his new position, he will be

responsible for ensuring high-quality logistic

support for the distribution of all production

groups. Miro PeoviÊ comes to Atlantic with a

wealth of experience in the areas of sales and

logistics, and has spent a significant part of

his career in our company. He advanced from

the position of head of sales representatives

to the position of DC Rijeka director, followed

by the position of director of special routes for

the Croatian market.

Miro PeoviÊDirector of Logistics

for Croatia

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From the beginning of the year, in the

context of integrating Droga Kolin-

ska into the Atlantic Grupa system,

the organization and standardization of

regional brand management organizations

has been underway. As Igor BabiÊ, execu-

tive director of BM responsible for running

this part of the business regionally, as well

as on the Croatian market, which is the

most demanding as far as BM organization

and assortment complexity is concerned,

the need to strengthen the team arose, so

as of the beginning of May, Maja IvankoviÊ,

the former deputy executive director, has

been promoted to the position of BM di-

rector for Croatia. Up until her promotion,

at the position of deputy executive director,

Maja IvankoviÊ was primarily responsible for

the Johnson&Johnson brand, as well as for

work on individual projects within BM. The

new BM director for Croatia started her ca-

reer in Atlantic Grupa in 2002 as an assi-

stant in BM.

Maja IvankoviÊBrand Management

Director for Croatia

With the beginning of February,

Tomislav GretiÊ, the former Dis-

tribution Division’s Coordinator

of distribution standards in regional markets

has at the position of Director taken over the

management of bidon (containers for wa-

ter coolers) operations within the operative

company Bionatura Bidon Vode. Immediately

after Atlantic’s acquisition of the company

KalniËke vode, and then relocation of this

company’s bidon operations into the Distribu-

tion Division, Tomislav GretiÊ was involved in

integration processes and strategic planning

of the development of bidon operations in

Croatia. With his long-standing sales expe-

rience within the Distribution Division both

in Croatian and regional markets, Tomislav

brings significant experience which will be

valuable in the planned market positioning of

Atlantic’s bidons, both in business and hou-

sehold sector.

Tomislav GretiÊ Director of Bionatura

Bidon Vode

Nataša Bazjak Cristini, who has up

until now worked as an HR speci-

alist in the organization of group

support functions, will take over managing

the Human Resources Department for the

markets of Slovenia and Bosnia and Her-

zegovina at the position of Acting Director

of Human Resources for these markets,

at the beginning of June. Nataša Bazjak

Cristini joined the Human Resources team

of Droga Kolinska first as an apprentice in

2001, and later as an assistant, and sin-

ce 2004 she has worked at the position

of HR Specialist, where her main work ta-

sks included recruiting new staff, selecti-

on processes and all processes related to

employment, systematization, maintenan-

ce and improving relations within the com-

pany. Nataša is also a key user of SAP-

HR tools, and she was involved in projects

such as annual interviews with employees,

evaluations, talent management, etc.

Nataša Bazjak CristiniActing Director of Human

Resources for Slovenia and

Bosnia and Herzegovina

At the beginning of May, Ranko Je-

laËa joined Atlantic Grupa as the

new marketing director of BU Be-

verages as part of the Droga Kolinska Di-

vision. Ranko JelaËa received his degree

in Economics and completed the Strategic

Management Program at the IE, Instituto

de Empresa, in Madrid, and perfected his

B2B marketing skills at the University of St.

Gallen. He has come to Atlantic Grupa from

the position of marketing director in Kraš,

and prior to that, he worked as marketing di-

rector for Ursa Aislantes S.A. for South and

Southwest Europe.

Ranko JelaËaMarketing director

of BU Beverages

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23 • ATLANTIC NEW

Najlepše želje (Best wishes) for Valentine’s day

„Valentine’s Day and Best wishes day (Dan

najlepših želja)“, was the promotion the

“Najlepše želje” dedicated to the citizens

of Belgrade in honour of Valentine’s Day in

their most popular shopping centre “UšÊe”.

The promotion caught the attention of

several hundred citizens ready to publicly

express their emotions to the most

important people in their lives. Over the two-

day duration, several hundred people wrote

love notes, had their pictures taken, and

tasted mini “Najlepše želje” chocolates and

Cherry candies.

Sweet packages to young hockey hopefulsFor the second year in a row, Štark supported

the 10th jubilary traditional international

ice hockey tournament “Miodrag ŠišiÊ-

Šile,” held April 10th and 11th in Belgrade’s

“Pionir” ice arena. Fourteen clubs with

30 junior teams from Slovenia, Croatia,

Hungary, Romania, and Serbia participated

at the tournament, and more than 400

youngsters competed, from the youngest

up to 10 years old. The tournament was

established in remembrance of and as a

sign of respect for Miodrag ŠišiÊ, a man with

incredible hockey skills, human qualities,

and dedication to the sport. Thanks to the

great organization and influence it has

on the development of young players, the

tournament has grown into a hockey event

of regional significance.

Children’s Smoki marathon - Run faster with SmokiAfter a two-year absence, Smoki once

again returned to its long-time tradition

and it supported the 8th Annual Belgrade

Children’s Marathon, which was held April

9th in the Zoo. In sponsoring this children’s

event, which gathers preschool children,

Smoki promoted sports activity and a he-

althy lifestyle, with a message that it is extre-

mely important for athletic talent in prescho-

ol children to be recognized and maximally

supported. This year, 18 thousand young-

sters participated in the qualifications, of

which the 150 fastest secured a place for

themselves in the final Children’s Smoki Ma-

rathon race. This year, for the first time, disa-

bled children participated in the introductory

promotional race, supported

by the Belgrade Association

for Sport and Recreation of

Disabled Persons. The ma-

rathon day in the Belgrade

zoo was opened by Snježa-

na SamardžiÊ-MarkoviÊ, the

Serbian Minister of Youth

and Sports, reminding those

present that sports for the

youngest members of so-

ciety is one of the most im-

portant points of the natio-

nal strategy in sport and that

the Children’s Smoki Ma-

rathon fits into that concept

perfectly.

The life of an athlete, demanding trai-ning, persistence, and discipline undo-ubtedly lead to excellent results for both professionals and recreational athletes. One of the supporters of athletic and healthy living is the director of internal audit & control in Atlantic Grupa, Sandra FerenËak, who ran her second marathon in April. More than 15 thousand runners participated at the Linz marathon held April 10th, and Sandra set a new perso-nal record for herself when she reached the finish line - 3 hrs and 54 min. “It was the second marathon I ran, and I prepa-red for it for four months. All the kilome-tres I ran before, the excellent weather, and the atmosphere at the race brou-ght about my personal record. In tho-se four months, I ran about 940 km and swam about 55 km. The running practi-ces were often held at temperatures far below zero, and the swimming practices were mostly held in the morning before work. However, all that hard work paid

off when I passed the finish line and all my friends from the club congratulated me, first for finishing the race, and then for my result. A week later, at the nati-onal team semi-marathon championshi-ps in Rijeka, I ran my personal best aga-in, and together with the girls from the club, we won second place.” Sandra will try to prove herself at a marathon aga-in this autumn, and we hope she adds to her sports story with new personal re-cords.

Atlantic’s athletes

Sandra FerenËak ran her second marathon

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KK CEDEVITA PLACED THIRD IN THE EUROCUP

Basketball club spokesperson Igor JagiÊ presented the successful season, the most important games, wins, but also the problems our basketball players faced.

DAYS OF FAME AND GLORY

We will always remember Treviso, Italy. The

days where we lived through every second

of the famous ULEB Eurocup finals filled

BC Cedevita fans with a permanent faith

that there was something big being crea-

ted, both in and around the club. Cedevita

entered the circle of the great through a

small entrance, which was definitely con-

firmed in Treviso. Third place, a win aga-

inst Benetton, the home team, more than

500 fans who gave it their all to make sure

the club, city, and country were promoted

in the best possible way. All of that gave

Cedevita’s performance in the Eurocup the

epithet of unforgettable and very grand.

Being chosen to play against Dynamo in

the qualifications and winning against the

notable Russians brought about the hi-

storical first appearance at the Eurocup

for the small club, still unknown in Europe.

The loss at home against Israeli champion

Hapoel Galil Gilboa in the group lessened

the ambitions to “It’s the Eurocup, we’re

playing against very strong clubs.” But then,

in faraway Mariupol, the wealthy Azovmash

fell, followed by the Greek Aris in the

first home game in Dražen’s hall. And the

world turned. The expected loss in Solun

turned around for a surprising win in Na-

zareth, and the confirmation of the group

advancement after the second win against

Azovmash, the consecutive multiple cham-

pion of the Ukraine. Losses against Hemo-

farm in Vršac and the convincing loss at

home from the best Russian team at the

beginning of the TOP 16 told us that wis-

hes are one thing, but reality is completely

different. But then the magical final against

the team from the Canary Islands happe-

ned, and then the rematch on the Canary

Islands, gave Cedevita hope that a win aga-

inst Hemofarm in Zagreb would help them

achieve the unthinkable, going on to the

quarterfinals. Cedevita got the powerful

Estudiantes as their opponent. The winner

of two matches would go to the Final Four

in Treviso. And then the click occurred; the

renaissance of Croatian club basketball,

where in the packed, red-coloured, Dražen

hall, in front of 5500 spectators, after a

huge minus in the first half, Cedevita tur-

ned the results around, and with +9 went

to the rematch in Madrid. There, in Vistale-

gre, in front of 15000 loud fans of Spanish

Students, and only forty voices in Cedevita

shirts, a sensation that shook European

basketball happened. Cedevita not only

went on, but it completely outplayed, and

in the end beat Estudiantes. In Italy, Unics

was stronger, and at the end, they went to

the end. Cedevita stopped at the semi-fi-

nals, but winning 3rd place in a win against

Benetton, it returned to Zagreb celebrating

and writing some new pages. Not only its

own, but for Croatian club basketball. Aco

PetroviÊ as the best coach of the Eurocup,

Dontaye Draper the MVP. Cedevita’s fans

are called Fakini. Who could have dreamt

of that when the qualification draw brought

Moscow and Dynamo to the qualifications,

way back in September…

h th ti lti l h d th lt d d ith 9

Atlantic Grupa Newsletter | No 18 | Year VI | Zagreb, July 2011. | Quarterly issue | Printed in 300 copies

Editors: Gabrijela KasapoviÊ and Fea Hudina | News desk: Iva Lemut, Ana Duvnjak, Suzana Bagari, Marina SaviÊ

Design: Reber design | Print: Jafra-print

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WE KNOW WHY - Atlantic Grupa

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