STRATEGY OUTINGS

The different strategy phases & their outcome

PHASE 1
Analysing: the brand, the brand owners vision/ambition, the markets, trends & consumer insights

PHASE 2
Identifying key markets & target entry markets

PHASE 3
Contracting an importer for the relevant market (Business Developing)

PHASE 4
Putting up a vertical marketing system within the 3 party (Brand owner – VOC – Importer)


THE VOC NETWORK

Constant contact with the soul of the market

A TRUE COMPETITIVE ASSET THAT GIVES US:

  • Direct market punch
  • Make decisions that are close to the chest
  • Understand the complex relationship between Brands, importers & the consumer

HOW TO GUIDE THE 3 PARTY RELATIONSHIP:

  • Prioritisation: First things first
  • Mutualisation
  • Simplification of processes (Marketing, Distribution,Administration)
  • Ongoing dialogue among each of the entities

A TRUE COMPETITIVE ASSET THAT GIVES US:

IMPORTER PROFILE:

  • Extensive autonomy
  • Responsible for obtaining results consistent with the defined strategy
  • Marketing focused
  • Needs to have a clear vision over his market
  • Financially stable
  • Clear reporting:

The direct link in between each entity forms the cornerstone of our organization and creates value for the brand and the market! Regardless of its configuration, size or strategy.

A&P MANAGEMENT

No waste & impeccable timing

VOC A&P PHILOSOPHY

Starting in a new market environment is an investment you make with long term brand equity in mind. It’s essential that one provides a solid foundation for this equity in the early stages of brand development:

  • Balanced & strong value chain framed with a calculated price chain> Strong RRP
  • Relevant & integrated positioning

Given the fact that a strong value chain is essential for the foundation of long term brand equity, it’s not smart to make any compromises in cutting in to many bodies/percentages within the price chain for short term result:

  • Giving away margin to sales agents has a short term sales effect but can compromise a price chain for the long run
  • A&P based on volume creates a paradox:
    - Low investment in the beginning when its needed
    - Very high investment on the long run when investments need to be more measured

Conclusion

The decision in calculation A&P as a fee or a percentage needs to be very thoughtful. It always needs to be in balance with the strategy and the product lifecycle phase the brand is in.

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