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Explaining the key functions and role of a sales and marketing company, David Connolly, Business Development Manager with PRM said: “For PRM, it’s about providing a route to market for brands to retailers and consumers.
“For many brand owners and manufacturers, the costs and intricacies associated with building and maintaining their own sales teams and dealing with the logistics of getting product ex-factory to the shop floor are prohibitive or outside of their own area of expertise, so using dedicated sales and marketing companies that can provide the warehousing, haulage, sales, trade marketing and distribution functions for them is the most logical, cost-efficient and effective means of getting their product where they need it to be – on the retailers’ shelves in front of the consumers.
“It’s about providing a link between the manufacturer and retailers. With PRM the manufacturer develops the product offering and marketing plans for the brands - preferably well in advance with NPD and bespoke promotional plans for the brands - and we work closely with retailers to develop these.
“It’s not just about how often a brand is promoted, but what type of mechanic suits the retail environment. At the moment, straight money-off promotions are what consumers want - value, rather than extra-fill, BOGOFs or ‘3 for 2’ promotions. Overall, we interpret for manufacturers what’s going on in the Irish market and advise the brand owners the aspirations of the retailers and what the buyers require.
POPULAR BUSINESS SOLUTION
Asked why the use of sales and marketing companies is on the increase, David said: “It’s not a new concept – PRM has been offering its services for 21 years – but it is a business solution that is becoming more popular, particularly with chilled foods. That is because sales and marketing companies are purely focused on what they do best – getting product on-shelf and allowing manufacturers to concentrate on developing quality products.
“They can concentrate on new product development without the need to take their eye off the ball or move outside their operational comfort zone to build and manage their own sales, marketing and distribution teams, particularly in new markets. At PRM we feel we are best in class at providing the sales and logistical distribution solution. With our principals, we take full title to the goods, managing them through the entire system of sales, marketing and distribution, with product specific business plans developed in conjunction with the manufacturer.
IMPLEMENTING BRAND PLANS
“Our marketing role is all within the trading environment, agreeing promotional schedules between suppliers and retailers, ensuring the product lines listed are available to retailers and on-shelf getting the space they require, ensuring promotions are implemented at store level, and effectively merchandised. We also keep retailers informed about the category performance, how it is developing and changes about our products’ positioning within the category.
“Obviously we work closely with our principals, as we need to know about brand activity, consumer marketing and advertising campaigns and we ensure that information is fed back to retailers to secure extra visibility in-store when advertised on TV or local advertising. We also work with retailers on their category management to ensure the right mix of product is included in their stores.”
KNOWLEDGE AND EXPERIENCE
So, what advantages and benefits do sales and marketing companies bring to brand owners principals and to their customers? “After 21 years experience in business, with PRM it’s the wealth of market knowledge and experience in building brands that we can offer,” said David. We launched Müller 19 years ago and today it is a household name and a market leader. Our experience and knowledge of the Irish market is invaluable to our principals, who are not as close to the Irish market.
“Not every principal requires the full menu of services we offer. They are tailored to the client’s own requirements, from total management of product ex-factory to individual elements of the sales, marketing and distribution function. In all instances we like to work in partnership with the brand owners. They know their brands best and can provide the information and support required to deliver on building the sales
“For our customers, we tailor our services to meet their needs, whether that is delivering product ordered for central distribution onwards to their retailers, or direct to the retailers who operate on a central billing arrangement. We can source products for our customers, including own label and proprietary brands, due to our extensive knowledge of the manufacturing sector and can produce a product to meet the retailer’s requirements.
“We have a lot of direct contact with individual retailers, with our sales representatives calling on all accounts on a regular basis to help with order management and brand development in-store, as well as ensuring they are aware of the full product availability, NPD and category management agreed with their head offices and our National Accounts Managers.”
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