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Merchandising Direct Marketing Market Research
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R&Q_Company's presentation en_2018
- 1. Casablanca, Morocco March, 2018 COMPANY’S PRESENTATION Market Research – Merchandising – BTL
- 2. 2 Agenda 1. About US 2. Market Research Services 3. Merchandising Services 4. BTL Services
- 3. WHO WE ARE 3 +450 Permanent Employees A Providing Services Company in the fields of BTL, Merchandising and Market Research An Independent Subsidiary of More than 30 principles A national footprint MODERN TRADE HFS RURAL STREET MARKETING
- 4. R&Q provides Market Research, Merchandising and BTL Services to its Principles 4 Consolidate our Expertise as a multi- services company in the fields of Market Research, Merchandising and BTL Services A Talented multifunctional team A Technology oriented Company Innovative approaches VISION CAPABILITIES PRINCIPLES
- 5. R&Q relies on a dedicated HR Structure to deliver operational effectiveness to its principles 5 Finance and back office Procurement & Logistics President Mohamed Ali Tazi General Manager Karim Abdelmoumni BTL Business Unit Supervisors Supervisors Promoters Promoters Project Manager Modern Trade Project Manager HFS– Street - Rural Merchandising Business Unit Supervisors Supervisors Merchandisers Merchandisers Project Manager Modern Trade Project Manager HFS Market Research Business Unit Recruiters Interviewers Qualitative Researchers Quantitative Researchers
- 6. 12 Agenda 1. About US 2. Market Research Services 3. Merchandising Services 4. BTL Services
- 7. Our Expertise In Figures 362 Merchandisers in Modern & Traditional Retail 160 MT Stores 5 200 Traditional retailers Monthly visits with different frequencies 550 SKU
- 13. Our Key Success Drivers for Merchandising Execution A PERFORMANT INFORMATION SYSTEM • Presence control • Operational data collection • Real time tracking of the executions A CLOSE SUPERVISION • Supervisors roles and responsibilities • Interactions with stakeholders A SUCCESSFUL SIZING • Average rotation • Expiry dates & FEFO • In store placements (Shelf, GH, Promotional placement, Checkouts…) • Required time for in store execution EFFECTIVE HR MANAGEMENT • Recruitment • Evaluations • Trainings 01 02 03 04 05 ADAPTED KPI’s • Out of stock rate in shelf • Shares of shelves • Planogram executions • Promotion executions • Product Information and pricing 19
- 14. Our Key Success Drivers for Merchandising Execution A SUCCESSFUL SIZING Team and Planning SizingDefine hypothesisUnderstand the category ❑ What brands build the category? ❑ What is the depth range for each brand? ❑ Where are the placements for each category (shelf, promotional placement, check out)? ❑ What are the SKUs with strong/average/weak rotation? 20
- 15. Our Key Success Drivers for Merchandising Execution A SUCCESSFUL SIZING Team and Planning SizingDefine HypothesisUnderstand the category ❑ Segment the covered stores by turnover ❑ Define the weekly visit frequency Définir la fréquence de visite hebdomadaire par magasin en fonction du chiffre d’affaires et de l’assortiment listé ❑ Define the required time for execution per store and product categories Store categories Product category 1 Product category 2 Product category 3 Inventory Delivery management Order taking Total required time Required headcount A 3h 2h 1h 1h30 2h30 1h 11h 1 full time 1 half time B 2h 1h 45 minutes 1h 2h 1h 7h45 1 full time C 1h30 45 minutes 30 minutes 45 minutes 1h30 1h 6h 1 full time D 45 minutes 30 minutes 15 minutes 30 minutes 1h 1h 4h 1 half time OUTPUT (Illustrative chart) 21
- 16. Our Key Success Drivers for Merchandising Execution A SUCCESSFUL SIZING Team and Planning SizingDefine HypothesisUnderstand the category ❑ Define the required merchandisers per city ❑ Define the plannings of the merchandisers by taking into account the different business parameters (delivery plannings, routings…) 22
- 17. Our Key Success Drivers for Merchandising Execution ADAPTED KPIs The 5 following KPIs help us to monitor our merchandising activities SHARE OF SHELF PROMOTIONAL EXECUTION SHELF OUT OF STOCK RATE PRODUCT INFORMATION (PRICING…) PLANOGRAM EXECUTION 01 02 03 04 05 23
- 18. Our Key Success Drivers for Merchandising Execution OUR MERCHANDISING INFORMATION SYSTEM HELP US TO MONITOR AND SUPERVISE THE EXECUTION ON A REAL TIME BASIS ACROSS THE WHOLE COVERAGE Web access Mobile Access PRESENCE CONTROL ❑ Check in and Check out of merchandisers ❑ Absences ❑ Late Check In ❑ Early Check outs ❑ GPS Anomalies EXECUTION TRACKING ❑Shelf, Gondola Shelf and Check Out Refill ❑Stock Inventory and Order Management ❑Freshness and expiry date tracking ❑Promotional material inventory DATA COLLECTION ❑Share of Shelf ❑Price tracking ❑Competition reports DETAILED REPORTINGS ❑ Per Stores ❑ Per Merchandiser ❑ Per area ❑ Per Banner 24
- 19. Our Key Success Drivers for Merchandising Execution OUR FIELD SUPERVISORS ENSURE THE SMOOTH RUNNING OF THE OPERATIONS ❑ Ensure the respect of the working schedules ❑ Ensure the good relationship of the merchandisers with the stakeholders inside the stores Discipline ❑Control the executions in store ❑Check compliance of the collected datas through the information system (share of shelf, out of stocks…) Execution tracking ❑Merchandising techniques ❑Merchandising information system ❑Products and categories Training 25
- 20. Our Key Success Drivers for Merchandising Execution EFFECTIVE HR MANAGEMENT Identify the appropriate candidates for merchandising, though specific evaluation tools: ❑ Expérience en merchandising ❑ Aptitude tests Recruitment ❑ Initial training: ▪ Product category ▪ Operational merchandising processes ▪ Merchandising information system ❑ Continuous training ▪ Through our field supervisors ▪ Through an aligned training plan with our principle Trainings ❑ Based on the aligned KPIs ❑ A monthly bonus based on the KPIs ❑ The most deserving merchandisers have the ability to evolve within our Group Evaluation 26
- 21. 27 Agenda 1. About US 2. Market Research Services 3. Merchandising Services 4. BTL Services
- 22. STREET MARKETING TRADITIONAL RETAIL MODERN TRADE RURAL 02 04 01 03 A Global Expertise in Different BTL Channels 28
- 23. PRESENCE CONTROL ❑ At the entrance and exit of the stores ❑ Absences ❑ Late arrivals ❑ Outings in advance ❑ GPS Anomalies INTERACTIONS WITH SHOPPERS ❑ Games ❑ Data Collection ❑ Commercial Videos Presentations REAL TIME TRACKINGS ❑ Contacts ❑ Conversions ❑ Products Tastings REAL TIME TRACKINGS OF GIFTS AND FREE PRODUCTS SAMPLING REAL TIME STATISTICS AND REPORTINGS ❑ Per Promoter ❑ Per Stores ❑ Per Banners ❑ Per regions …Thanks to Our Automatised Supervision and Reporting System for permanent activations 29
- 24. SOME OF OUR PROJECTS Modern Trade 30
- 25. SOME OF OUR PROJECTS Modern Trade 31
- 26. SOME OF OUR PROJECTS Modern Trade 32
- 27. SOME OF OUR PROJECTS Modern Trade 33
- 28. SOME OF OUR PROJECTS Modern Trade 34
- 29. SOME OF OUR PROJECTS 35
- 30. SOME OF OUR PROJECTS HFS 36
- 31. SOME OF OUR PROJECTS Rural 37
- 32. SOME OF OUR PROJECTS Rural 38
- 33. SOME OF OUR PROJECTS Street Marketing 39
- 34. THANK YOU FOR YOUR ATTENTION Contact Us Research & Quality Consulting Angle rue Socrate & rue Abou Taour 5ème étage, Appt n°13 20 370 Casablanca karim.abdelmoumni@researchandquality.com www.researchandquality.com www.facebook.com/researchandquality @researchquality www.linkedin.com/company/research-&-quality-consulting