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


+380 (44) 362 24 74 / info@accel.com.ua

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