Business strategy consulting for Italian FMCG brands in MENA

A decade of leadership based on flair for business and perfect product assortment.

Goals

Obstacles

The owner of Siroflex came from the military but had an amazing flair for business. He was granted exclusive distribution rights for 3 top European brands in MENA.

However, the investor had no experience in retail and wholesale, nor did he know how to enter the highly competitive FMCG market in the Levant and the rest of the Arab World.

Analysis

The chosen products were innovative in terms of technologies used and could fill clear market gaps. The water filter systems were highly effective and user friendly. The gardening tools and irrigation system were of high quality, easy-to-install and affordable, while the home winch systems met the exact needs of amateur users (at home or at small construction or work sites).

Actions

Assisted the investor to set up the company.
Advised on proper import rules and procedures including banking and insurance policies.
Assisted in selecting the right product mix considering target consumers, price positioning, channels of distribution and the competition.
Contributed in narrowing SKUs to 190 only, divided into 5 product lines.
Helped in choosing a 50 sq. m. new showroom and a 740 sq. m. warehouse and in fitting them out.
Were instrumental in planning, producing, and managing an extensive media campaign: TV, radio, magazines, newspapers, sponsorships, and exhibitions.
Led efforts in planning and launching promotional and sales offers (i.e. removing slow-moving items, and doing up-selling and cross-selling).
Were instrumental in building a wide network of intermediaries, wholesalers, and dealers.
Led efforts to negotiate successfully with hypermarkets, supermarkets, hardware stores, home appliances department stores, and flower shops.
Implemented systems and procedures to manage 10 employees.

Results

Reached turnover of USD 650,000 in 1 year after launch with an annual growth rate of 12% on average over the course of next 10 years.

Maintained excellent relationships with over 200 active accounts.

Maintained control over inventories worth on average USD 420,000 a year.

Established the company as firm market leader in 3 categories for 10 years.

Provided consulting services for 10 years until owner passed away.

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