We treat all client work confidentially and do not publish client lists. However, we can provide further information and references once communication is established with potential clients.
We treat all client work confidentially and do not publish client lists. However, we can provide further information and references once communication is established with potential clients.
Total business management in CIS region for a household-name European food company
Total business management for a Japanese automotive supplier
Total business management for a global brand in pharmaceuticals
Management of Russian launch of leading CIS-region retail chain
CIS region opportunity analysis for downstream products of oil major
Distribution strategy for new market
entry in tire
sector
Market entry strategy for household-name
UK food brand
Detaied market study for foreign business trade association
In early 2016 red was approached by a multinational consumer goods company. The company had an ongoing export business to Russia but sales were flat and volume below expectations. Red conducted a detailed review of performance and market conditions, and found distribution was being limited to "low hanging fruit" with excessive markups through the supply chain. Also the company`s products formed a small part of the distributor`s wide range and the sales team`s efforts were focused on other products where incentives were greater. Red recommended a completely revised distribution, pricing and marketing strategy. Red was subsequently appointed to manage the reorganization and provide day-to-day control of the new strategy implementation. Sales more than doubled and a new range is being planned for launch during 2017 to reinforce the growth.
Distributors, if weakly managed, will tend to apply high margins and focus distribution through high-return channels. This behaviour is at conflict with the interests of the brand owner - who expects competitive market pricing and maximum distribution.
Large distributors typically have a vast product range and specific initiatives are needed to ensure focus by the sales and merchandising teams.
Successful growth strategies typically require an integrated approach across distribution, pricing and promotional support.