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TA B L E O F C O N T E N T
What do we offer
Our strength
Our worldwide experience
We are specialists in standardization
of exposition
Main features of the project
The way we see the project
Clients shopper experience
POSM’s prototypes and
production
Dedicated web platform
and mobile application
Quality control
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W H AT D O W E O F F E R1
01
Analysis of shopper
experience and
optimalization of POSM
arrangement.
02
Preparation of POSM
prototypes basing on the
results of research
conducted on clients and
distributor’s needs.
03
Dedicated web platform to
manage orders of POSM.
04
Centralized management
of buying processes,
complaints and installation
services in many countries.
05
Cost optimization by
changing purchase of
displays to the status of a
marketing service.
06
Analysis based on sales
reports per retailer.
07
Reports including proper
arrangement, technical
condition and presence of
products on POSM.
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Taking care of our cooperation we adapt our
resources to your needs. Our specialists are prepared
to communicate in following languages:
We specialize in integrated marketing. Our strength
is a mix of dedicated, strongly customized solutions
we successfully implement four our clients. Integration
of marketing tools for us means thinking not about
competencies of our specialists, but first of all about
the market effectiveness itself. We deeply research
the conditions of the market environment not only
for its better understanding but also for taking actions
that will meet your objectives or goals.
B u l g a r i a n , C z e c h , E n g l i s h , F r e n c h ,
G e o r g i a n , G e r m a n , H u n g a r i a n , I t a l i a n ,
R o m a n i a n , R u s s i a n , S l o v a k , S p a n i s h
a n d U k r a i n i a n .
W E H A V E E X T E N S I V E E X P E R I E N C E
I N I N T E G R A T I N G T H E A C T I V I T I E S
B A S E D O N :
MARKETING INTELLIGENCE & ANALYSIS
Preparation of sales reports and data analysis
for planning dedicated actions.
MARKETING SUPPORT
[Strategy & Trade & BTL Marketing (Sales
Support), Creation & Production]
Sales support in term of creation of graphic design,
carrying out of telemarketing and promotional
actions.
O U R S T R E N G T H2
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Umbrella Marketing Group is a global
network of marketing agencies based
on crowdsourcing, offshoring and
commercialization of knowledge.
The company in Europe has been
operating continuously for 13 years.
Our team > 20 managers; > 200 clients
(various global and strong regional
brands).
We are constantly developing our
knowledge and exploring the integration
of different marketing methods.
We started the
global development
strategy last year,
but for many years
now we have been
operating on both
CEE and EMEA
markets.
O U R WO R L D W I D E E X P E R I N C E3
WHERE YOU CAN FIND US
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W E A R E S P E C I A L I S T S I N S TA N DA R D I Z AT I O N
O F E X P O S I T I O N
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W e h a v e p r e p a r e d p r o j e c t s o f s t a n d a r d i z a t i o n o f e x p o s i t i o n
f o r c l i e n t s s u c h a s :
umbrella-mg.com
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The most important
goal of each
standardization project
is the Exposition
of products and POSM
adequate to the behavior
of customers in various
types of sales outlets and
product range.
DECISION TREE
Brands strength and significance,
exposition of complementary
products, exact type of the product,
salesman recommendation,
investor, other elements
influencing clients decisions …
TYPES OF CONSUMERS
BUYING DECISIONS
Complex, impulsive, habitual,
reasons behind the buying
decisions, importance of clients
sex (e.g. products color vs
practical aspects) …
THE WAY CUSTOMERS
MOVE IN SALES POINT
„Blank space”, area and
arrangement of sales point,
POSM’s clutter, good contact with
the salesman, etc.
Other: sales process – from behind
the counter (products in
warehouse) or products exposed
to the client.
M A I N F E AT U R E S O F T H E P RO J E C T5
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02
03
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Project of
standardization
of exposition
consists of:
S TA G E 0 1
Analysis of the current situation : workshop meetings with Klingspor employees and interviews
with distributors and clients.
GOAL: identification of distributors needs and analysis of clients behavior (shopping
experience) in point of sale.
S TA G E 0 2
Development of key displays visualization, defining the rules for their placement and
coexistence at the point of sale. Selection of products and defining the rules of their exposure.
Development of functional assumptions of the order management application.
S TA G E 0 3
Development of production prototypes of all approved expositors.
Programming of the order management application.
T H E W AY W E S E E T H E P RO J E C T [1 of 2]6
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S TAG E 0 5
ROLL-OUT ON THE ENTIRE DISTRIBUTION NETWORK
Start an ongoing process of monitoring the efficiency of operations. Starting the process
of auditing the technical condition and the ways of using the purchased expositors.
S TA G E 0 6
Post-implementation analysis:
• collecting comments from distributors,
• analysis of the revenue and cost effectiveness of the changes introduced,
• projects of new expositors.
Project development outside the Poland.
T H E W AY W E S E E T H E P RO J E C T [2 of 2]6
Project of
standardization
of exposition
consists of:
S TA G E 0 4
Test implementation of the entire system:
• exposure rules,
• new expositors,
• an application for managing orders in a limited number of locations.
Applying necessary corrections, scaling processes.
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Analysis covers elements from:
1. the outside of the point of sale.
2. the inside of the point of sale, divided
to the place and processes experience.
3. The first experience at the moment
of entrance.
Important elements, for example:
Order of noticing of POSM’s determines their
priority. Sectors from which expositors are
visible are very important.
C L I E N T S S H O P P E R E X P E R I E N C E
A n a l y s i s o f c l i e n t s b e h a v i o r
a s r e g a r d s t h e i r i n t e r a c t i o n s
w i t h s a l e s p o i n t .
INSIDE – THE SHOPPER
OUTSIDE THE STORE
INSIDE – THE EXPERIENCE
AT THE DOOR
6.1
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Expositors prototypes will be
created by the best CEE Region
specialists who combine design
and customer experience in their
works.
We design and produce all
types of POSM materials
S T A N D S
D I S P L A Y S
L I G H T B O X E S
S H E L F L I N E R S
T O P P E R S
I N F O K I O S K S
… and many other types
P O S M ’ S P ROTOT Y P E S A N D P RO D U C T I O N6.2
The creation of POS materials is a comprehensive service and involves
the following:
1. IDEA DEVELOPMENT BASED ON RESEARCHES
2. DESIGN
3. PRODUCTION (PRINTING AND PRODUCT DEVELOPMENT)
4. DELIVERY
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Webpage will be design to manage purchases of the POSM materials. It will
allow the user to pick the products from the different categories of products
(displays, promotional items, multimedia, promotional clothing, demo kits,
branding kits) and order them for chosen destination.
S H O R T D E S C R I P T I O N
• Purchase of the branded POS products
• Customization of the art work for the chosen POS products
• Possibility to ask for the installation of the product at the chosen destination
B AS I C F U N C T I O N S
D E D I C AT E D W E B P L AT F O R M6.3
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Orders for POSM management adjusted to all types
of distributors (each group of distributors will have
access to specified list of POSM’s). Access can
be defined by variables such as: points of contact
with expositor, planned budget, etc.
Distributor will have direct access to the application
and will be able to order all the needed materials
himself.
Application will assist and advise to make sure
that distributor will choose the right solution.
B A S I C F U N C T I O N S
… A N D M O B I L E A P P L I C AT I O N6.3
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EXAMPLES OF PICTURES FROM AUDIT
OF POINTS OF SALE
Our offer includes also
maintenance of quality
level and efficiency
of POSM’s through
constant control.
Q UA L I T Y C O N T RO L6.4
R e s e a r c h
15. GRZEGORZ OSÓBKA, PhD
tel.: +48 515 276 780
e-mail: g.osobka@umbrela.pl
YOU'LL
FIND
ONLY
S T RE NGT HS
HERE
CONTAC T ME !
Umbrella Marketing Group Sp. z o.o.
Colorful Work
Leonida Teligi 5/8
02-777 Warszawa
tel.: +48 22 371 53 19
umbrela-mg.com
