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The law of “jungle” retail: “What they do not see – they do not take, what they do not take – they do not buy!”

26/ 06/ 2019
  The company Olis was founded in 1996 and started its own way, dealing solely with the production of mayonnaise, the range of which comprised only a few positions at the start. At that time, the market of mayonnaise was not as oversaturated as it is now, and that certainly helped to make a successful start. The dynamics of the growth of production capacity has gained new momentum, the number and qualifications of employees have increased. In the following years, we have already begun expanding the horizons and opening up new opportunities. The market was represented by trademarks of ketchup, tomato paste and mustard. Over the years, we began to think about another own brand in the grocery category. Invented, counted and launched! Iryna Rudneva says, National Marketing Manager for Priority Sales Channels. What they do not see – they do not take, what they do not take – they do not buy! The state of the market of mayonnaise, ketchup and other sauces of Ukraine is highly competitive. The main struggle is between domestic producers, since importers occupy a small market share. Therefore, the practice of the law of jungle retail in the fight against competitors shows: What they do not see - they do not take, what they do not take – they do not buy! Undeniably, the market dictates the rules of the game, and we do not have the right to skip a turn. Our company uses several promotional methods at the same time such as: advertising, personal sales, promoting and managing the sales process, direct marketing, and sales promotion. Merchandising is one of the major and trendy methods of promotion for us today. Merchandising allows us to control the process of sales in retail chains, stimulate consumers in their choices, and correctly guide the direction of choice, namely our product. First of all, it allows us to simplify the process of orientation of trademarks, and at the same time to increase sales volume at low cost. During the monitoring of the market of merchandising, we chose the compatible one for ourselves for a good reason. Compatible merchandising is an ideal formula in the price-quality correlation! You understand the significance of this aspect at the moment, do you? Our partner and implementer of all desires for three years is a company with a stable reputation -  FESKO merchandising. From the first meeting, we reached a mutual understanding and preparedness for joint excellent results.    The collaboration with FESKO makes it possible to experience the effectiveness of technology in fulfilling the tasks. It helps us to strengthen our position on the market. We feel at ease with the merchandisers representing our interests in the trading networks, because they are completely independent units. It is extremely important that our educated and experienced staff work with our product. In addition, FESKO merchandisers are officially registered at the company. To sum up, I must point out that the result we have today is the merit of our fruitful cooperation and a competent mechanism of interaction.

The company “Olis” was founded in 1996 and started its own way, dealing solely with the production of mayonnaise, the range of which comprised only a few positions at the start.

At that time, the market of mayonnaise was not as oversaturated as it is now, and that certainly helped to make a successful start. The dynamics of the growth of production capacity has gained new momentum, the number and qualifications of employees have increased.

“In the following years, we have already begun expanding the horizons and opening up new opportunities. The market was represented by trademarks of ketchup, tomato paste and mustard. Over the years, we began to think about another own brand in the grocery category. Invented, counted and launched!” Iryna Rudneva says, National Marketing Manager for Priority Sales Channels.

What they do not see – they do not take, what they do not take – they do not buy!

“The state of the market of mayonnaise, ketchup and other sauces of Ukraine is highly competitive. The main struggle is between domestic producers, since importers occupy a small market share. Therefore, the practice of the law of “jungle” retail in the fight against competitors shows: “What they do not see – they do not take, what they do not take – they do not buy!” Undeniably, the market dictates the “rules of the game”, and we do not have the right to “skip a turn.”

Our company uses several promotional methods at the same time such as: advertising, personal sales, promoting and managing the sales process, direct marketing, and sales promotion. Merchandising is one of the major and trendy methods of promotion for us today.

Merchandising allows us to control the process of sales in retail chains, stimulate consumers in their choices, and correctly guide the direction of choice, namely our product.

First of all, it allows us to simplify the process of orientation of trademarks, and at the same time to increase sales volume at low cost. During the monitoring of the market of merchandising, we chose the compatible one for ourselves for a good reason.

Compatible merchandising is an ideal formula in the “price-quality” correlation!

You understand the significance of this aspect at the moment, do you?

Our partner and implementer of all “desires” for three years is a company with a stable reputation –  FESKO merchandising. From the first meeting, we reached a mutual understanding and preparedness for joint excellent results.   

The collaboration with FESKO makes it possible to experience the effectiveness of technology in fulfilling the tasks. It helps us to strengthen our position on the market. We feel at ease with the merchandisers representing our interests in the trading networks, because they are completely independent units.

It is extremely important that our educated and experienced staff work with our product. In addition, FESKO merchandisers are officially registered at the company.

To sum up, I must point out that the result we have today is the merit of our fruitful cooperation and a competent mechanism of interaction.”

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