Business Development
Account Management
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Area/Territory AnalysisBusiness Development Services
Impulse Markets
BASVA provides a full range of business development services designed at enhancing sales performance:
- Identify & resolve issues that are hindering sales
- Identify new business opportunities
- Improve your market research
- Competitive intelligence gathering
- Improve the availability and visual presence of brands and products to consumers
Why? - Because In Impulse Markets the success of any product, new or existing, depends critically on two components: consumer demand, and opportunity to purchase. If either of the two elements are present then the product will most likely fail.
Further, to measure the success of either the Sales/Distribution function, or the Marketing function on the basis of market share or sales figures alone, is incorrect and is only part of the picture. If the Sales/Distribution division succeeds in making the product available and visible but the product fails, it is clear that no consumer demand either existed or was created for the product. Conversely if demand is created but the Sales/Distribution division is unable to make the product available, then it is also likely that the product will fail.
Why do we believe that the opportunity to purchase is so important?
There are some important features of Impulse Markets that make the Distribution function of paramount importance.
Impulse Markets are characterised as low involvement markets where:
- Consumers engage in short search periods, and;
- Consumers have repertoires of brands that they are willing to use.
These characteristics make impulse markets highly competitive and difficult.
Being available in a retail outlet is not enough. Your product may be available but it can easily be lost in the clutter.
Maximising visibility is critical to ensure your product is not overlooked in the consumer's short search period.
In addition, significant visibility will give your product the sense of importance and market leadership that can give it the edge over the opposition. Effective distribution makes your product bounce out from the crowd and creates Consumer Visibility.