Seagram is a major supplier to the Duty Free industry with leading brands including Chivas, Absolut Vodka and Martell.
Sales volume in Duty Free are driven by promotions, but retailers were not offering the number of promotional slots to Seagram that their brands should warrant.
We visited all major markets and conducted a full market audit with retailers.
We found that Seagram had a perception problem within the trade. Seagram were considered to have a highly professional and well liked sales force with great brands, but they lacked innovation and their market support programmes were implemented on an ongoing but ad hoc basis.
We therefore helped them to develop innovative annual promotions programmes which were sold in at the same time as listings negotiations, with product launch events staged with high production values to engage with the trade.
Innovative interactive POS and merchandising units were developed and deployed throughout the region.
Seagram achieved a total reversal of their trade perception, becoming the ‘marketing partner of choice’. Seagram offers for promotional slots quadrupled. Sales rose in line with the promotional exposure the brands received.