Топик: Industry overview

convenient logistics schemes (delivery of minor and medium orders) (10%);

scale of “entry” bonuses (for retail chains).

Level of distribution (as the result of item 1):

interest expressed by owners of the distributing companies;

interest expressed by the sales teams of distributor.

Corporate clients service arrangements :

Group 1. Corporate buyers

Chains

catalogues covering the range of products;

negotiations with chains and reimbursement of the “entry”;

negotiations with chains and reimbursement of the retro bonuses;

participation in the marketing events initiated by the chains (price-related events, special offers, cross-promo);

reimbursement of the products’ merchandizing.

Distributors

catalogues covering the range of products;

flyers;

system of bonuses for plans accomplishments;

shared financing of the marketing events, according to the planned sales;

motivation system, competitions and bonuses awarded to best distributors, trade representatives that attracted the biggest number of customers, made the biggest sales, accomplished all plans etc;

motivation programs developed for directors and chief managers of independent stores and HoReCa outlets.

Group 2. Final buyers

Peculiarity of the chilled and frozen pork market – low awareness buyers have of the producers and brands. This explains relatively low effectiveness of direct influence on buyers.

Among actions taken in the context of working with final buyers are:

merchandising support in retail outlets;

price promotion in retail chains.

Chilled meat produced by the complex under the present project will be priced at 115 rubles per 1 kg (including VAT 10%), which is the same to the wholesale price stated by the Russian companies producing the same goods.

Distribution enjoys support from the marketing policy of the company, including advertising and sales promotion actions.