Negotiation with Retailers
Negotiation framework
This may take place within the framework of annual commercial agreements negotiated between the brand and the retailer, or through local negotiations with store managers or department/category managers at the point of sale.
Scope of negotiation
Key stakes
For the Brand: Drive sales volume, outperform competitors, ensure successful product launches or manage stock clearance.
For the Retailer: Maximize profit per square meter, increase in-store traffic through promotions, and improve margins.
This may take place within the framework of annual commercial agreements negotiated between the brand and the retailer, or through local negotiations with store managers or department/category managers at the point of sale.
Scope of negotiation
- Visibility and product placement (merchandising)
- Promotions and pricing
- In-store animations/activations
Key stakes
For the Brand: Drive sales volume, outperform competitors, ensure successful product launches or manage stock clearance.
For the Retailer: Maximize profit per square meter, increase in-store traffic through promotions, and improve margins.
Field Force Job Profiles
- Merchandiser: Focuses on visual and logistical aspects, including POS material installation (Point of Sale Advertising), restocking, and compliance with the planogram.
- Sector Manager: Manages a portfolio of stores, negotiates positioning, identifies sales opportunities (promotions, secondary placements such as bulk displays or islands), and trains staff. Ensures that stores properly implement merchandising guidelines.
- Brand Ambassador: Conducts product trials and demonstrations to drive immediate sales (sell-out).
