2. Home Of The Luxury Brands

3. www.dbc.center
The Territory
IRAQ

4. Statistics
• Area: 438,317m2
• Provinces: 18
• Population: 31.2M Density 71/Km
• Temp: LOW-3 Co HIGH 57 Co
• Official Languages: Arabic, Kurdish
• Currency: Iraqi Dinar (1€ ≈ 1,450 ID)
• GDP per capita ≈ 2,698 €
4

5. Political Regions
KURDISH REGION
NORTH REGION:
CENTRAL REGION
SOUTH REGION
5

6. IRAQ Population & M. Shares
based on our business
MOUSEL
Third Largest City
Population: 1.8 Million
Market Share: 3%
Capital - North Region
Market Share:
Irbil : 7%
Population: 1 Million
Sulaimanieh : 5%
Dahok : 1%
NAJAF
Religious Center
Population: 900 Thsd
Market Share :2%
BASRA
Second Largest City
Only Sea Port
Population: 2.2 Million
Market Share:7%
BAGHDAD
The Capital
Population: 7 Million
Market Share: 60%
6

7. The History of
IRAQ
7

8. 1940 - 1970
8

9. 1980 -1988
9

10. 1990 - 2003
10

11. 2003 - 2005
11

12. 2005 - 2006
12

13. 2006 - 2007
13

14. 2007 - 2008
14

15. 2008 - 2009
15

16. 2009- 2010
16

17. 2010 - 2011
17

18. 2011 - 2012
18

20. Home Of The Luxury Brands

21. I The Company
21

22. Founded: 1998
Portfolio: Cosmetics and Perfumes (Top end)
Structure: Partnership (4 Iraqi Partners)
Management: The Partners Operate the
Company as heads of Divisions
Growth: 1998 (GS$720K) – 2014 (GS$60M)
22

23. 0.72
1.3
1.5
5.89
9.43
22.27
31.49
41.23
60
0 10 20 30 40 50 60 70
1998
2000
2002
2004
2006
2008
2010
2012
2014

24.  Mr. Raad Shakir Nassrullah / General Manager / Head
of FMCG Division
 Mr. Majeed Waleed / Business Development and
Finance Manager / Head of MUP and Professional
 Mr. Ziad Wahid / Head of Perfumes Division
 Mr. Mahmoud Al-Hani / Head of Luxury MUP Division
24

25. • Actual Sales 2012 $41M
• Actual Sales 2013 $49M
• Expected Sales 2014 $60M
• Offices in IRAQ 7
• Owned Shops 18/15 for perfumes
• 2014 Planned Shops 2 Cosmetics / 3 Perfumes
• Country coverage 18 Provinces
• Warehousing 12,600 m2
• Total Staff 318
• Doors served 4.265 (Direct) + 13.500 (Indirect)

26. II The Structure
26

27. • Company is run by the board of partners which consists of the 4 partners.
• The partners run the company’s divisions themselves and are continuously
operating with the staff at market level in Iraq.
• The company is backed by the Water Wheel groups financial and logistical base
in the region.
• The company’s regional offices in Irbil, Suleimaniya, Basrah and Babylon.
• The company’s regional office in Amman covers the International Logistics,
finances and reporting operation.

28. III The Luxury
Division

29. IRAQ
- 15 Coy owns doors
- 257 Distribution doors
- 42 Brands Represented
- 146 Brands Carried

30. • L’Oreal Luxe
• Coty Prestige
• Inter Perfumes
• Jacomo
• PH : Life Style Perfumes
• Sprecher Berrier
• Designer Parfums
• PYD
• Beauty Contact

40. IV The Consumer
Division

41. • L’Oreal
• Coty Beauty
• Schwarzkopf – Henkel USA
• Dial – Henkel USA
• Combe- International
• Parlux Professional
• W.E.Basset
• Palmers Body Care
• Eveline Body Care

45. VSWOT Analysis

46. • The Company
– Into the all modes of sales (W-D-R-D)
– Sole specialty in Cos and Perf (27 Principals)
– Powerful financing (Parent Group)
– Strong Regional and International ties
– Superior level of networking (required in Iraq)
– Strong layer of infrastructure to support the Biz
– Highly reputable and trusted in the Biz
– Strong network of clients
– Superior reach-ability for distribution
– Perfumery Retail Chain “CLASS A” and the only in Iraq
– Strong belief in staff development, training and CAP building46

47. • MARKET
– Population of 30M.
– Civil servant on Gov payroll reaches up to 73% of
employment
– Salary growth since 2003 of 400 times (from avg of
3$/mo to 1,200$/mo) hence purchase power
– Iraqi oil production to rise from 2Mbpd to 12Mbpd
over next 5 yrs.
– Iraqi population like to spend when money is
available.
– US and EU products are highly recognized by Iraqis.
47

48. • Many Iraqi class A and B customers left the
country approx 4M
• Lack of consumer education due to sanctions
and lack of media input
• Lack of cash facilitation and I/E banking
systems.
• General Security situation and fluctuating
market demands
• Lengthily and unstable cash collection process
48

49. • Increasing number of shopping malls and
Hyper markets.
• Rapidly growing cash-van operation in DBC.
• CoC’s produced by SGS and BV to enforce
3PIs based on the IQSs started to eliminate
inferior quality products of the shelves.
• Increasing return of class B and A
customers.
49

50. • Inconsistent & complicated conformity
quality standers.
• Security and Political structures are very
fragile and frequently show signs of
incompetents.
• Regional parallel importation in small qtys
strongly effect the market and pricing.
50

51. VI The Development

52. DBC Warehouse – Baghdad
Total of 4760 Sqm
52

53. 53

54. 54

55. 55

56. VII The Logistics &
Supply Chain

58. ERO
-
IRQ
BR
O -
IR
Q
CER
O -
IRQ
SRO
-
IRQ

59. • Capacity 1280sqm (E/C) + 2350sqm (GS)
• Serves MUP+PPD+CPD+DPL
• Activities W/S + Retail + Dist + Cash Van(21)
• Total Acts 4,432
Baghdad Head Office (BHO)
• Capacity 95sqm (E/C) + 975sqm (GS)
• Serves MUP+PPD+CPD+DPL
• Activities W/S + Retail + Dist + Cash Van (1)
• Total Acts 370
Erbil Regional Office (ERO)

60. • Capacity 60sqm (E/C) + 670sqm (GS)
• Serves MUP+PPD+CPD+DPL
• Activities W/S + Dist + Cash Van (1)
• Total Acts 139
Sulemanya Regional Office (SRO)
• Capacity 65sqm (E/C) + 610sqm (GS)
• Serves MUP+PPD+CPD+DPL
• Activities W/S + Dist + Cash Van (3)
• Total Acts 472
Central Euphrates Regional Office (CERO)
• Capacity 94sqm (E/C) + 576sqm (GS)
• Serves MUP+CPD+DPL
• Activities W/S + Dist + Cash Van (2)
• Total Acts 322
Basrah Regional Office (BRO)

61. •Capacity 12,775sqm
•Serves
MUP+PPD+CPD+DPL
•Activities W/S + Retail +
Dist + Cash Van(26)
•Total Acts 10,311
TOTAL DBC

62. ERO-
IRQ
BRO -
IRQ
CERO -
IRQ
SRO-
IRQ
BHO - DORA
Hurriya
W/H
Shorja #1
W/H
Shorja #2
W/H
Mansour
Mansour
Mall
Rubaiyi
Family Mall
#1
Family Mall
#2
Majidi Mall
Majidi Mall
Tablo Mall
Adhamya

63. DBC DISTRIBUTION
NETWORK
potential
Universe
Category 2013 2014 EVO
Direct
Food
15 Key account 10 15 50%
400
Supermarket 170 180 6%
900 Mini market 525 555 6%
9000 Groceries 1250 2700 116%
Total Food 1955 3450 76%
Drug
250 Perfumeries 60 80 33%
2000 Traditional Perfumeries 450 500 11%
3600 Beauty Shops 1650 1800 9%
1500 Pharmacies 196 210 7%
Total Drug 2356 2590 10%
Total Direct 4311 6040 40%
Indirect
Dealers (5 => 6) 3000 3200 7%
Wholesalers (33 => 40) 3000 3800 27%
Total Indirect 6000 7000 17%
General total 10311 13040 26%

64. Board of Directors
Head of Luxury
Division
Head of Consumer
Division
Operations and
Logistics
Warehousing
Distribution Fleet
Cash Van Operation
Maintenance
Finance and
Accounting
Regional Accountants
Assistant Accountants
Internal Auditors
Brand Management
Senior Brand Manager
Brand Managers
Regional Brand
Assistants
Marketing Assistants
Sales / Distribution
Regional Sales
Managers
Sales Teams
Merchandisers
Sales / Retail
Shop Managers
Shop Sales Teams
Beauty Advisors
Shop Assistants
IT and Data Control
Had Office IT Technical
Team
Regional IT Assistants
Hardware and Comms
Technicians
Data Base and
Software Technicians
Head of Beauty
Division

67. Baghdad

85. Suleimaniya SRO

86. Amman ARO

87. Cat 2013 2014 Description Vision
Logistics $ 48,000.00 $ 87,000.00
New Power Generators, Trucks and
Cooled Vans
+ Operation Quality and
Reach
HR $ 37,000.00 $ 80,000.00 Hiring additional Sales Staff + Sales Service
Cash Vans $ 192,000.00 $ 150,000.00 Purchasing 6 new Cash Vans + Doors
Warehousing $ 350,000.00 $ 450,000.00 New E-Controlled Warehouses + Quality of Logistic Service
Beauty Advisors $ 320,000.00 $ 660,000.00 Hiring aditional BA's and Supervisors + Service and Sell Out
Branches /
Regional Offices
$ 180,000.00 $ 125,000.00 New Regional Offices + Performance and Reach
Perfumeries &
Retail Chain Shops
$ 750,000.00 $ 1,500,000.00
Leasing and fitting of new Company
Owned Perfumeries
+ Better Visibility and sales
service
IT $ 117,000.00 $ 12,000.00
Internet Comms and Towers, Hardware
and IT Teams country wide coverage
+ Level and Quality of
Reporting
Training $ 8,000.00 $ 17,000.00 Internal Trainign of Sales Staff + Sales Quality
$ 2,002,000.00 $ 3,081,000.00 54%

91. 2015 PLANS
91

95. 2015 PLANS
95

96. DBC position 2nd
Floor total of 162
sqm
2015 PLANS

97. 2015 PLANS
97

98. Main
System
db BHO
Items list
(Brand Managers)
List Updates
Supply Chain Data
(Ops)
Forecasting &
Planning
Pricing Schemes
(Division Heads)
Price Revisions
Dispatch Transfer
Goods
(Ops & Accounts)
RO Demand
Coordination
Sales Invoices
(Respective Sales
Forces)
S/O reports,
Returns &
Collection
Sales & Stock
Reporting
(Brand Managers)
Analysis & Statistic
FB
All connections via
dedicated (e) links
through VPN

99. • HEAD OFFICE
– BAGHDAD COMPANY HEAD OFFICE
• ALHURRIYA COMMERCIAL COMPLEX, ALHURRIYA SQUARE,
KARRADA, BAGHDAD, IRAQ
• TEL: +964 790 111 111 0
• TEL: +964 790 111 111 6
• COORESPONDING OFFICE
– AMMAN REGIONAL OFFICE
• THIRD FLOOR, BLGD7, GATEWAY CENTER, AL WAKALAT ST, SWEIFIYA,
11814 AMMAN, JORDAN
• TEL: +962 6 586 17 01
• FAX: +962 6 586 17 08
99

100. • INTERNATIONAL COORDINATOR
– TARIQ ALRAHIM
• CELL: + 962 796 32 33 67
• E-mail: tariq@dhifaf-baghdad.com
• BRAND MANAGEMENT
– TARIQ YOUSEF
• OPERATIONS
– KHALED WAHDAN
• CELL: + 962 799 86 14 08
• E-mail: khaled@dbc.center
• ACCOUNTS
– RAZAN SHAAT
• CELL: +962 798 20 89 47
• E-mail: razan@dhifaf-baghdad.com
100

101. Thank you very much
We sincerely look forward to a very successful
business year with a mutual prospect for both
DBC & Your esteemed Company.
AL-HURRIYA COMMERCIAL CENTER
AL-HURRIYA SQUARE
BAGHDAD – IRAQ
www.DBC.center