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R&Q_Company's presentation en_2018
R&Q Consulting provides market research, merchandising, and below-the-line (BTL) services to clients in Morocco. They have over 450 employees working across various business units. The presentation outlines their services including market research surveys, merchandising execution in stores, and BTL promotions in modern trade, traditional retail, rural areas, and street marketing. It describes their approach to successful merchandising through strategic planning, data collection, supervisor oversight, and HR practices.
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R&Q_Company's presentation en_2018
- 1. Casablanca, Morocco March, 2018 COMPANY’SPRESENTATION 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 PermanentEmployees 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 MarketResearch, 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 ona 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 InFigures 362 Merchandisers in Modern & Traditional Retail 160 MT Stores 5 200 Traditional retailers Monthly visits with different frequencies 550 SKU
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- 13. Our Key SuccessDrivers 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 SuccessDrivers 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 SuccessDrivers 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 SuccessDrivers 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 SuccessDrivers 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 SuccessDrivers 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 SuccessDrivers 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 SuccessDrivers 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 AGlobal Expertise in Different BTL Channels 28
- 23. PRESENCE CONTROL ❑ Atthe 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 OURPROJECTS Modern Trade 30
- 25. SOME OF OURPROJECTS Modern Trade 31
- 26. SOME OF OURPROJECTS Modern Trade 32
- 27. SOME OF OURPROJECTS Modern Trade 33
- 28. SOME OF OURPROJECTS Modern Trade 34
- 29. SOME OF OURPROJECTS 35
- 30. SOME OF OURPROJECTS HFS 36
- 31. SOME OF OURPROJECTS Rural 37
- 32. SOME OF OURPROJECTS Rural 38
- 33. SOME OF OURPROJECTS Street Marketing 39
- 34. THANK YOU FORYOUR 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