Tag : Valent Vrhovski

05 May 2016

Flavour brand

Products top market status in food and drinks industry When defining brand’s strength, people often forget that what distinguishes some food and beverages and gives them life is the FLAVOUR. It’s so meaningful that we might even introduce a whole new category FLAVOUR BRAND to define advantages and limitations on the market compared to other brands that don’t have that strength. Flavour brand status is acquired once the product has enough steady customers who find the actual flavour of the […]

Marketing

20 Mar 2016

Key area vs. key account management

SALES STRATEGY WITH UNFAVOURABLE EFFECTS ON SMALL RETAILERS. ALSO, ABOVE AVERAGE LOCAL BRANDS’ POSITIONS. Managing sales based on key account management is very common in large companies that distribute their products nationally. It enables manufacturers to gain insurance of “large and stable quantity sales” in large foreign and domestic supermarket chains. Unfortunately, this also undermines small local retailers and they lose their sales power. It’s no secret that discount rates off and on invoice for “large retailers” are twice as […]