No one is going to dispute that getting a new, unknown product onto a retailer’s shelf isn’t one of the toughest jobs out there. Any sales rep working for a distributor in the retail industry faces a daily gauntlet of challenges to get to the retail buyer, the decision maker with the power to turn unknown products into household names. Those daily challenges often require ‘marketing’ to overcome – sampling, a product profile, sales presenters, a cold call and a presentation. Any distributor can do that. What differentiates the truly successful distributors is their thorough understanding of the role marketing can play in contributing to the company’s bottom line. By Pedro Miguel Casimiro, Regional Director
How and where are you selling your product or services? This is your route to market. And it's just as important - if not more important, than your product itself. Your route to market needs to work for your customer, and the best or right one, is the one that makes it easiest for a new customer to find you... if you get this wrong they'll go straight to your competitors and buy from them instead. In todays marketplace it is easy to get left behind or put yourself in danger by sticking to only what you've always done or known. It's a good idea to take new opportunities, find new channels or routes to market and gain more market share.
I was fortunate enough to be at Gulfood 2019 at the Dubai World Trade Centre last week where over 5000 exhibitors showcased over 20 000 brands and 100 000 visitors from around the globe come together to savour and trade in all things foodie. It is billed as the World’s largest annual food and beverage fare in the Middle East.
I often get asked as a marketer to demystify the big daunting but yet beautiful monster task that is trading in Africa. In my 20 years of travelling across our continent, I have experienced the highs and lows (read “requiring great bouts of patience and tollerance”) and have come out on the other side, far richer for the experience. The riches have come in the form of learnings and hopefully the monetary variety will follow in due course!
Agility is fast becoming the buzzword for communicators, as the profession seeks to understand how changing business models are impacting communication and the way in which tactics are executed.