HOW DOES THE DISPLAY HIGHLIGHTS WORKS

GUIDELINES

1. First, you should secure the desired or optimum display space available for the whole year. This means display space negotiation and display contract submission.

2. Appropriate merchandising materials (i.e. crowners, price tags, shelf edge etc.) for the highlighted brand should be in the warehouse.

3. Once the stocks of highlighted brand is avilable, initiate changeover fo stocks from the old to new, or for new SKUs, display the products immediately.

4. The desired impact is that there should be a “single or common look” for both primary and secondary displays in all accounts (depending on trade sector) simultaneously for the highlighted brand.

5. There will be certain highlighted brands which may share one module due to space and booking limitations. In such case, assure that:

a. Crowners for each brand are installed alternately for each side.

b. Specific facings and layering are followed.

c. Maximum of 2 brands per module.

6. For accounts with only one highlight module, sharing can occur, but only the top 2 priority highlight brands for the period should occupy the module based on the guidelines spedified in no. 5

7. The maximum module size for the display highlight is 2×4. So for 4×4 display, one half is for brand A and the other half is for brand B.

8. The minimum module size for a display highlight is 2×2.

9. The primary display (shelves) should be consistent in terms of look with the modules. Don’t take the shelves for granted.

Display Highlights

Display Highlight-Is featuring a particular brand in various areas
a) for self service accounts; in the primary and secondary
displays or even at tertiary displays, (if available)
b) for traditional trade at store frontages using the corporate
hanging dispenser, with the headerboard being replaced by the
highlighted brand and using specific outdoor materials like
flanges and streamers.

Period coverage of a display highlight is 3 months or 12 months.

DISPLAY HIGHLIGHTS KEY BENEFITS
1. Impactful brand presence.
2. Synchronized look in terms of display in the respective trade sectors.
3. Optimised usage of merchandising materials.
4. Common and clear expectations.
5. Focused merchandising.

Merchandising

Merchandising- right display of your products inside the store.
- It gives information about your products.
- It hypes the products..
- It is the last link of company's product supply chain to a shopping
cart of the buyer.
* CONCEPT DEVELOPMENT
Before making any products it has been studied.
* MARKET RESEARCH
The products will be tested if it will encourage the consumers.
* PRODUCT DEVELOPMENT
After the market research, the product will be develop according to its
features (designs,benefits for the consumers)
* FULL MIX TEST
In this stage the Advertising and Merchandising are now studied (pricing,
packaging, promotions, etc.)
* PRODUCTION
The products are now produce by volume.

Understanding Different Customers

Understanding Customer Behavior
1 THE NEED TO FEEL IMPORTANT - How to make the customer feel important
- Respect their own experienced and knowledge of the business.
- Share your own knowledge and experienced.
- Give them a special things like:
1. Latest industry figures(market share, sales ranking in the territory etc.)
2. Information that they can use in their business like CATEGORY MANAGEMENT,
INVENTORY MANAGEMENT, TOTAL QUALITY MANAGEMENT and etc.)
3. Always ready for any change that they will propose.
2. THE NEED FOR APPRECIATION - always give thanks to the Customers
1. Every end of the discussion (personal or telephone)
2. Avoid words or terms you always say to him after your appreciation.
3. In your appreciation, use "Facial Expression" that shows your thoughtfulness.
4. Appreciate their inquiry and complain.
5. Think of a new and better way of appreciation example:
a. A letter that contain a special information.
b. An unexpected gift.
c. An extra telephone call with a good news for their business.
3. THE NEED TO BE UNDERSTOOD - Don't treat them as Customer's only,
- We can show to them that we understand them thru:
a. Patience - listen to their problems and complains.
b. Give focus when you are talking to them.
c. Look at things from their own point of view.
d. Project that you are interested when you are talking.

Building a Customer Relation

If you are in the marketing you have to build a good relation to your customers..here's how..
RELATIONSHIP BUILDING TECHNIQUES
1. Listen to your customers.
- to their opinion and suggestion.
- to their own story and experiences.
2. Align with Customer's Business Objectives.
- Don't argue to the customer's plan for his business.
- Encourage him/her and give a motivation factor.
3. Putting yourself in your Customer's Shoes.
- be sympathetic and empathetic.
- make him/her feel that you are a blessing to his/her business.
4. Mirror your customer Actions and tones.
- observe the present attitude of your customer.
- size up the real situation.
5. Talk the customer's Language
- if possible study their own language,more language have an edge...

The Basic Call Procedures ( BCP)

Marketing and distribution is not an easy task especially when your products are not a basic needs of the people or if your product is new launch and not yet known in the market..but if there's a will there's a way...if you are a distributor salesman, here the steps to make your call to be effective.The Basic Call Procedure.

1. Plan
- Plan your work..(your area,territory, your objectives and target.)
- Plan and check the account potential.
- Check your sales tools (invoice, ball pen, sales aid,calculator)
2. Enter Call
- Greet the store owner or the store attendants.
- Ask permission to do the store and warehouse check.
3. Store check
- Check the merchandising position (pricing, shelves display position)
- Check the inventory of your products in the warehouse and in the display area.
- Check competitor's activities. (pricing and new products)
- Make a suggested order according to your inventory.
4. Sales Presentation
- Present your suggested order to the purchaser.
- present your promo plan if there is.
5. Closing the Sales
- After the sale presentation, give to the customer your sales order plan sheet
to sign and confirm his/her order.
- if there are some clarification be ready to answer.
6. Record and Reports
- After the customer confirm the order, write it down on the invoice (write it
legibly)
- do the writing at the place where you cannot disturb the traffic of the
customers.
7. Layout for stock delivery.
- Give the invoice to your helper for delivery.
8. Delivery and payment
- after your helper deliver the items, collect it immediately.
- check the cash or the check in front of the customer.
- validate the date, the figure, the words on the check payment.
- remember "sales is not a sales unless it is collected, deposited in the bank
and cleared."
9. Merchandising (re-sale and maintenance)
- display your delivered products on shelves or hanging dispenser.
10. Next Call and "Thank You"
- Give an appreciation and thank you to the store owner or purchaser.
- tell him/her your next visit.
11. Post Call Analysis
- after your call, evaluate the result.(the target and objective whether you
achieve or not, why or how)