Al Seer Trading Agencies - Consumer Division is the leading distributor for world renowned brands in the UAE. The organisation started in 1961 and now deals with more than 1100 sku’s, over 25 brands and is the most sought after distributor in the UAE. Every new business partner is treated with equal importance whilst simultaneously ensuring share of mind and focus on the existing portfolio. Each division/department in Al Seer Trading Agencies is a Strategic Business Unit (SBU) responsible for the entire gamut of activity from forecasting to the final sale.
The division functions as a total marketing unit for non resident principals and our effective & competent team of direct and line managers, comprising of Trade Marketing, Business Development, Sales and Merchandising force leave no stone unturned in achieving pre-set milestones. Being one of the oldest and largest FMCG organisations in the country, we enjoy excellent relation with the trade and local authorities which reflects on the overall business growth without any bottlenecks. Our expertise in managing a diverse portfolio of products helps us demand a higher share of shelf vis a vis share of market.
Al Seer Trading Agencies boasts of a competent sales force; capable of handling all market related operational challenges by leveraging its product portfolio, eventually resulting in a gain in market share. Al Seer invests in its field force to make them equipped with all the latest selling techniques. Proper training is provided at all levels of the sales hierarchy and we strongly believe in ‘Promote from within policy’.
Our sales & distribution objective is to ensure optimal availability & visibility at point of purchase with consistent & accurate pricing strategies. We passionately implement creative secondary displays at checkouts and floor theatres combined with efficient monitoring of in-market execution standards, an effort made to improve category share.
We use state of the art ‘ERP based SAP and BIW software’ to review and analyse market situation and work with our partners to attain mutually agreed goals and growth plans, there by implementing collaborative forecasting and order management process which helps us to give prompt feed back and suggestions. Our Customer Marketing Team is fully geared and trained to develop marketing plans and track implementation across the business units. They are the custodians of the ERP systems and have the capability to design and create customized reports. All team members are well trained at conducting category analysis using retail audit and till data. Promo planning, distribution tracking, ROI analyses and new product launch planning are some key areas of expertise.
The SBU’s reporting to the General Manager comprise of Business Development Managers assisted by line managers, supervising different trade channels such as Modern Trade, Traditional Trade and Wholesale. Negotiating key account agreements using the power of all Al Seer brands helps swift listing of new products and line extensions. We have one of the best merchandising teams in the region responsible for our tremendous growth in visibility and market share.
