Pre-Qualified Manufacturers  l Volume Consolidation l Interaction With Manufacturer l Bridge Communication & Cultural Barriers
Promotional Program l Develop Manufacturer Strategic Capabilities

Our experience is that the strategic importance of private label differs considerably across countries and individual companies.  CMD recognises that more and more of our clients look to manage their private label brands with similar marketing disciplines as well known local and global household brands.  CMD provides our clients a Brand Awareness and Trial promotional program (Also Referred to as BAT) to support our clients needs. 

BAT provides our clients, promotional solutions that assist them in supporting individual strategies that encourage awareness and trial of their brands within individual product categories.  Each program is developed in consultation with your Buyers and Category Managers and is specifically designed to support your products and brands.  CMD undertakes all activities associated with executing your specific BAT program. 

CMD activities and process is best described within four distinct activities that make up the program: 

First Phase             CMD will meet with your respective buyers/business managers/category managers; to discuss the types of product focused promotional initiatives you require for your brand.  Some examples of these activities include:  

a)     trial pack – a smaller version of your existing product packaged to be offered to the consumer either free or at an attractive price which allows the consumer to trial the product.  For example a 50gm cookie  packet or a 50 ml shampoo bottle;

b)     bonus pack – your existing product packaged in a larger size or in multiples, that can be offered to the consumer at a very attractive price relative to other competitive brands.  For example where a company has a 500 ml dishwashing liquid, the bonus pack would contain 750 ml of which 250ml is provided free.  Alternatively a single pack of potato chips sold as a twin pack;

c)     associated selling pack – two of your products combined within the one pack.  Usually this incorporates a high volume product with a new product recently launched on the market.  For example a pack of biscuits which is sold with an attached 50gram bag of coffee;

d)     free gift offer pack  - we combine your product with a gift that is somehow associated with the product packaged together.  For example a pack of batteries with a free torch;

e)     coupon pack -  we incorporate a coupon that offers a discount to a different product than the one purchased by the consumer.  For example, we attach a coupon offering $1 off a purchase of jam to every pack of bag of bread;

f)       display units – these cardboard units are designed to display 50 to 100 individual pieces of a product either on shelves or on hooks.  They come packaged with product and header card. They can be transhipped through distribution warehouses straight to stores and easily assembled by in-store representatives.  Display units are very effective for developing awareness and trial by utilising high traffic off location display space. 

These programs are developed within the rules and regulations of your individual operational and scanning policies and procedures. 

Second Phase         Once agreement is reached with the buyers with respect to the program that is suitable for your specific needs, CMD will manage all the activities necessary to deliver the program within the agreed timelines. CMD facilitiates all the activities with manufacturers, producers of gifts, packaging companies and printers to complete the program with the agreed timelines

Third Phase            CMD will provide your buyers the client product samples or mock ups where applicable to support advertising shots for catalogues and brochures

Fourth Phase          CMD inspects goods during production and prior to shipment
 

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