The commercial development of a company and its product is full of variables and divided into numerous steps. The first, perhaps the most delicate, it's time to present a distribution channel to a buyer or purchasing manager, who will be the one who will have to evaluate not only the technical characteristics of the product and its quality, as much as the ability of the supplier company to present something of great appeal and particular fascination for the final consumer.
The idea of value on which MITO has always worked is therefore linked not only to the characteristics of the product, but also to the characteristics of the commercial project as a whole.
The first aspect is treated carefully with fussiness, because the quality of production, as well as the packaging and the overall image of the product are fundamental elements. But the second aspect, relating to everything that will have to persuade the buyer to find a space for the new brand and then to give it more and more attention, it is built with even greater attention and requires a considerable effort in terms of organization of contents and strategies.
Very often we are faced with extremely valid and well presented products, but we immediately notice that there is no supporting strategy and the brand itself is not a brand, but it presents itself as a brand or logo that does not express anything that could make the distributor think in terms of interest and opportunities.
Commercial development in organized distribution contexts is very important, because it allows you to give great prominence to the product and the corporate brand and meet a vast audience of consumers, but at the same time it requires coming up with an innovative commercial program and with a communication strategy that is capable of “help” the distributor to win the commercial challenge towards the consumer.
This reverses a bit’ the rules of the game, according to which it is believed that the distributor should help the producer to sell more and more. Today the offer is vast and the spaces in the sales areas are increasingly reduced, as well as the attention of buyers for proposals that are not very incisive and labeled only with a “good made-in quality”.
MITO works on the definition of corporate value in the presentation phase, just for “help” the buyer in identifying producers with whom to share success. Therefore the presentation must contain elements of value built for that distribution channel and such as to allow a glimpse of an opportunity to introduce the new supplier. So we talk to the buyer and we turn to his eyes as if on a very special mission !
For more information and to evaluate possible introductions in organized contexts, you can contact us by writing to: management@mito.org.uk
