Al Seer Group’s current standing as the biggest FMCG distributor, exhibited by strong associations with the most prestigious global giants takes immense pride in having a fully evolved Customer Marketing Division. This young, competent and highly energetic team works with efficiency, passion and commitment. They are the guardians of the company’s data systems; their confidence levels are assuring and are people of impeccable integrity.
Al Seer Group entities across the UAE & Oman have dedicated Customer Marketing resources for each of the Strategic Business Units. These customer marketing analysts are fully empowered to take day to day decisions and enjoy complete intellectual freedom in creating Big Ideas and designing strategic and tactical customer marketing plans. They report to a group customer marketing manager, who streamlines best practices across divisions and entities to attain the vision of the Al Seer group. Responsibility, accountability and ownership are the guiding factors in this well integrated team.
The department collaboratively develops solutions for the company’s strategic, marketing and operational plans. The department helps in preparation of full year financial budgets derived out of fundamentals to achieve the overall vision of the group.
The customer marketing team specializes in front end development of SAP based BIW systems, which is further customized to cater to the individual reporting requirements of each strategic business units. Analysis is conducted upto the last leaf of the branch which means drilling down to a customer / sku level. This in-turn ensures that the sales force uses a rifle approach rather than a shot gun approach. Each and every salesman is armed with exact sku wise data by outlet, ensuring his daily journey plan is routed to the right set of outlets to achieve specific priorities.
All team members are well trained at conducting Category Analysis; combining 3 sets of data i.e. retail audit, in-market sales and market feedback. Additionally, promo planning and execution, market research & go-to-market strategies for new product launches, distribution tracking, gap analysis, visibility planning, cycle priorities, Key customer reviews, RSP surveys, competition reports, POS material updates, post promo analysis, trade spend optimization and ROI analysis are part of their daily routine.
Acting as the single point of contact for principals and partners with regard to consumer and customer marketing activities; the analysts monitor and track differentiated and insight driven activities, thus resulting in increased rate of sales and improved profits. Development of Channel & Key Customer Plans in alignment with Brand Plans to achieve a sustainable competitive advantage within the Trade Environment. All the above and more is executed specifically at the “Point of Purchase” keeping in perspective shopper, consumer and customer interfaces.
