1&1 Distribution Company
History of 1 & 1 Distribution Company
1 & 1 Distribution Company (Public Joint Stock) was established in 2000 (1379 in the Iranian calendar) with the primary aim of distributing and marketing the products of Dasht Morghab Company. The company was founded to expand market share, engineer customer relations, and implement a scientific system for food distribution, with a capital of 24 billion rials. 99% of the company’s shares belong to Dasht Morghab (the parent company), and 1% belongs to affiliated group companies.
1 & 1 Distribution is one of the subsidiary units transferred from the public sector to the private sector under Dasht Morghab. Currently, in line with the development and re-engineering of the holding, it plays a key role in marketing, distribution, and sales of various 1 & 1 brand products as well as other well-known domestic and international brands.
As a subsidiary of the Dasht Morghab Group, 1 & 1 Distribution was established to distribute products under the 1 & 1 brand, increase market share, improve product distribution networks, and enhance customer satisfaction across the country. Its head office is located in Tehran, and the central warehouse spans 11,000 square meters, employing over 1,100 skilled staff across Iran. The company operates 25 distribution centers nationwide, covering all customer sectors in all provinces. The total warehouse area of these distribution centers is approximately 45,000 square meters.
Services of Yek o Yek Distribution Company
The company owns at least 250 trucks and light trucks (company-owned) for the transportation, movement, and distribution of goods throughout the country.
The main activity of Yek o Yek Distribution Company is in the retail sector, however, all chain stores, consumer cooperatives, and wholesalers are also covered by Yek o Yek Distribution distribution.
The customer visit cycle depends on their type of activity, ranging from 7 to 14 days. The delivery time for goods upon order placement is between 2 to 3 days. The organizational structure of sales and support departments is designed in such a way that Yek o Yek Distribution Company has the capability, flexibility, and adaptability to distribute consumer goods required by customers.
Yek o Yek Distribution Company, in order to update information and provide better service to suppliers on one hand, and customers and consumers on the other, has one of the most modern and well-equipped market research units.
Yek o Yek Distribution Company is capable of implementing various advertising and promotional marketing strategies across different business sectors to expand the market share of its products. In order to meet the needs of customers and consumers and distribute goods at reasonable prices, Yek o Yek Distribution Company has also imported essential goods such as oil, rice, and various ready-to-eat canned meat products. Currently, the company’s distribution product basket includes the following categories of items:
- 100% Natural Lemon Juice
- Legumes
- Various Pickles (Cucumbers)
- Non-meat Canned Foods
- Tomato Pastes
- Food Additives
- Jams and Honey
- Starchy Products
- Hot Sauces (Ketchups)
- Cold Sauces (Mayonnaise)
- Pickled Vegetables
- Brined Products
- Edible Oils: Corn, Frying Oil, Sunflower, Sesame, Olive, and Refined Virgin Oil
- Concentrates: White Grape, Red Grape, Pomegranate, Apple, Orange, and Date
- Meat Canned Foods including Tuna, Chicken Kebab, Lamb Shank Stew, Chicken Stew, and Meatball Stew
- Beverages and Syrups: 100% Natural Juices — Apple, Orange, Pomegranate, Apple-Banana, Mango,
- Pineapple, Peach, and Mixed Fruits
- Pickled Products (Various Olives): Large, Pitted, Stuffed, and Regular Olives
- Compotes: Pineapple, Cherry, Sour Cherry, Apple, Pear, and Peach
- Rice: 100% Iranian in several packaging types
Canned Olivier Salad and Canned Potato Salad, without any preservatives and without the need for refrigeration, can be stored at 50°C for 18 months. This new product is always and everywhere accessible.
The organizational chart of 1 & 1 Distribution Company
Process Marketing and Planning
Human Resources and Capital Process
- Total Personnel: 1,100 trained and professional human capital
- Number of staff at Headquarters: 90
- Number of staff at Branches: 960
- Average Training per Employee: At least 25 hours
Sales and Distribution Process
- Number of branches: 26 branches in 26 provinces of Iran
- Number of sales offices: 4 sales offices (Chalus, Ardabil, Bushehr, and Birjand)
- Number of salespeople and supervisors: 350
- Number of distribution vehicles: 250 Isuzu vehicles (Foton and 8-ton trucks)
- Number of customers: 90,000 active subscription codes
- Customer visit tour: once every 2 weeks
Market Research Process
Possession of a market research team with permanently employed staff to continuously visit and monitor stores across the country, examining the inventory status and product variety of 1&1 and other competitors on store shelves, in order to assess market position and implement necessary measures for market development.
Planning Process
- Having a professional sales engineering team for designing and developing strategies and pursuing organizational goals
- Utilizing information dashboards to manage performance indicators, continuous monitoring, and data mining of process performance metrics
- Conducting various market research projects for continuous monitoring and analysis of the market mix of 1 & 1’s product portfolio and competitors’ product portfolios
- Employing the latest technologies for data collection (using tablets) and market information analysis
Product Expertise Process
- Employing food industry specialists in the product expertise department.
- Continuous monitoring of the quality of the company’s product portfolio through panel tests and ongoing interaction with the R&D and QC departments of product suppliers, to maintain and improve both the quantity and quality of the distributed product portfolio.
- Conducting various specialized training courses to provide product knowledge to all organizational staff, especially frontline sales personnel.
Customer Complaint Handling Process
- Employing food industry specialists in the customer complaint handling department
- Utilizing software for registering and managing customer complaints
- Using administrative automation to track and follow up on the stages of complaint handling by distribution centers and product suppliers
Customer Management and Order Taking Process
- Order taking using tablet devices
- Ability to review customer status via a map
- Capability to track sales representatives on the map using the GPS of tablet devices
Distribution Fleet Management System
- Ability to track and control the entire distribution fleet on a map using GPS
- Access to relevant data for analyzing distribution fleet performance indicators
- Availability of mobile POS to facilitate customer payments
Vision of 1 & 1 Distribution Company
Achieving a leadership position for the company’s product portfolio by creating a sustainable competitive advantage from opportunities in a constantly changing competitive business environment, with a focus on limited resources to generate greater value for consumers and customers based on strategic thinking and strategic planning.
Company Orientation:
Increasing return on equity by improving the utilization of shareholders’ assets using the BSC (Balanced Scorecard) execution model to operationalize the organization’s strategic plans
Mission of 1 & 1 Distribution Company
- Identifying high-quality products needed by consumers and customers (retailers and wholesalers) to maintain and enhance their quality of life, in line with adherence to consumer rights.
- Identifying and contracting distribution agreements with suppliers of high-quality products (especially domestic producers) to support local production.
- Physically distributing products through an extensive branch network across all provinces of Iran to increase the market share of the product portfolio by ensuring full customer coverage and increasing product variety in stores (SKU), while reducing intermediary channels.
- Continuously monitoring products displayed on store shelves to improve shelf share, visibility, and availability.
