A Ship That's About to Leave

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Singer-songwriter Criolo was able to capture in verse the dynamics of the industry-commercial-consumer relationship.

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Every industry has in commerce

Your Playback Point

So, if for each point, process

And each process an action

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Take It For Her — Criolo

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The industry depends on retailers as a sales network for its products, its breeding grounds.

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Sell-in: for each point a process

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An industry may use just one, or it may resort to all business approach formats.

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Among them are: setting up your own field team, licensing distributors who take care of warehousing, sale and delivery at the point, authorizing independent representatives, focusing on wholesale networks, paths in the search for more reproduction points.

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In the industrial offices, we find business planning teams, some of which have sophisticated resources that integrate analysis and data to answer the following question:

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“Where are the points that could buy our products?”

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CNPJ databases are aggregated with other information that indicates the business segment, level of activity at that point, its opening hours, company size, and even contact details of those responsible.

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These are the lists of Leads, establishment reports that will be passed on to the commercial teams to discuss.

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Business approaches are organized into sales territories, whether a sales representative, distributor or seller, any of them will have a geographical region to operate.

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Geomarketing analyses are carried out to balance the designs of these territories in areas of equivalent opportunities and, within those areas, to identify hot zones where the sales potential of the products is even more intense. In this case, places where there is a concentration of population with the consumption profile of the products.

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Os Leads They're everything for commercial teams, watch this clip from the movie Success at Any Price:

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Sell-out: Each point an action

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Sales are the “reproduction” to which Criolo's music refers.

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Once the points of sale have been approached by the sales teams and are now stocked with industrial products, monitoring work begins.

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To encourage reproduction in stores, the Trade Marketing team takes action, which has resources for the promotion of the product at the point, such as events, tastings, gifts, refrigerators, tables and chairs wrapped with the brand.

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As Trade Marketing actions Will focus their efforts on points located in hot zones, where the potential of Sell-out It's bigger.

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Points that don't sell can dispose of their inventory in promotions, which affect price and brand perception.

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To avoid this image damage, many industries prefer to collect unsold products and then try to transfer them to Exclusively Promotional Points of Sale, such as the Vovó Zuzu Supermarket, which works with products that are close to expiration.

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As we have direct contact with the manufacturers, we are able to bring several products that are fifteen or twenty days away from their expiration date.

Francisco Barbosa, owner.

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That's exactly what's changing.

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In the next article, Delivery Is Not a Defendant, let's describe the current transformation and the following, Think Small, let's anticipate future scenarios.

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Until then, pack in the song Take It For Her.

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Article originally published on Update or Die!

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