Our projects : Merchandising
Motorola: exclusive trade marketing team
Objectives
- Organization of a trade marketing team structure
- Ensuring regular visits to retail outlets with the purpose of:
- Enhancing product visibility
- Placing ÐÎS materials
- Increasing product distribution level
- Updating retail database
- Monitoring retail figures and those of competitors’ activity
- Providing insight of retail personnel into the client’s products and improving loyalty to the client’s trademark
Project scope
- 31 cities
- Chain and retail stores, 3200 retail outlets
Results
- Structure of a field team and trade marketing development department was recommended and organized involving 35 persons
- Census of retail outlets was proposed and conducted and classification and prioritization of retail outlets with the purpose of determining coverage strategy was held
- System of cyclic instructions and routes was introduced, regular visits of merchandisers to retail outlets with different covering frequency depending on priority of retail outlets were arranged
- Merchandising and POS material placement principles were developed
- Electronic reporting system was introduced, which enabled analyzing necessary indices, such as distribution, coverage, ÎÎS, sales, visibility, availability of ÐÎS materials and other
- Detailed and constantly updated database of retail outlets was created
- Target products’ distribution growth by 20% per year
- Availability of permanent materials in 80% of coverage
- Sales increase in covered outlets by 7% per year
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