Work stuff : Handling Modern Market fo FMCG Company in Indonesia ( part two )

Dear blogger ; In this first chapter, we talk about dividing our modern market into 4 segment.


I also mention about the importance of this strategy for company with brand management strategy. Many books or expert opinion regarding what is brand management.

One definition that usually our team use , that brand management are :
1. CREATING PROMISES.
2. MAKING THAT PROMISES TO THE COSTUMER.
3. KEEPING THAT PROMISES BY MANAGING CAPABILITIES.
Linking this definition to the old jargon about 4-P and what is modern market in today definition, we found something interesting which is :

RETAILER IS A PLACE WHERE PRODUCT, PRICE, PROMOTION AND PLACE COME TOGETHER. A BRAND MANAGER CAN MAKE AND KEEP PROMISES FOR THEIR BRAND HERE.
Slide 5

Yes, modern market is all in one place. You can display your product. Set special price. Doing promotion with almost all kind of material and system. With more and more people doing their shopping in this channel. And mix this shopping habit with family recreation has made managing brand in this channel is extremely important.

But competition is also fierce here. THE GROWTH OF SHELF SPACE CANNOT CATCH THE GROWTH OF NEW SKU'S ( STOCK KEEPING UNIT'S ) OR NEW BRAND. This battle for better shelf space and better promotion is on.

To help winning the battle, we stumble to this three method that can be use individually or mix together to create a big impact :

1. BE A CATEGORY CAPTAIN.
Is your brand is a leader at it's category. Perhaps the runner up ? If it does, than you will earn much better shelf space to help you explore promotion tools.

2. GOOD RELATIONSHIP AT THE STORE LEVEL.

If your brand is not the top three at it's category, it is time to play with good will and human relationship. Make sure all your team had a very good relationship with every people at modern store that involve to your brands. In country like Indonesia, human touch still play an important role in business. With this, your brand can steal the opportunity to win the battle for better shelf space.

3. GOOD MERCHANDISING
You can also optimize your merchandising team. Specially when you have a large range of SKU's ( Stock Keeping Units ). You can also mix it with SPG team to help costumer when buying your products.

With these three strategies, your company will stand a better chance to winning the battle.

Regards