knowledge,
dissemination &
embodyment
WHO WE ARE
Concept Marketing & Vanzari
Mission
Help its clients grow profitably and achieve
their business objectives, through valuable
expertise and applicable knowledge.
Concept Marketing & Vanzari
• We implement very specific
measures for all our activities
• We have a well trained young
team
• We offer value for money
expertise
• We are a principle - based
company
Concept Marketing & Vanzari
We specialized in 3 main fields:
1. Marketing consultancy – assistance in
brand management, especially new brands
development & introduction.
2. Sales and distribution consultancy (mostly
distribution development and support systems
for distribution).
3. Organization capacity development –
training and human resources projects.
Some of Our Clients
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Beiersdorf Romania
Dufa Romania
Elite Romania
Eurocafe Romania
Fildas
Sarels Int.
Falcon Electronics
Aba Distribution
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Rex 2000
Prefabricate Vest
Erbasu C&C
Ro Group
Topbirotica
Valrom
Vipa International
SIRV Titu
Fildas
Who are we ?
• Laurentiu Curca
– 7 years experience in the sales and trade marketing department
in Procter & Gamble in Balkans and headquarters (London),
responsible for Oral Care businesses in East & West Europe.
– 3 years experience as business consultant.
– Sales manager for P&G Romania and Yugoslavia.
– Key results:
– Distribution network and van fleet set up for Interbrands / P&G
Romania.
– Key accounts team in Bucharest for P&G
– Listing of new products in Metro, Schlecker, Rewe.
– Sales team set up in Yugoslavia after war for P&G.
– Sales teams & sales organizing: Dufa Romania, Eurocafe Romania,
Topbirotica, Erbasu Calze & Collant
– Product launches: Blend-a-med in Germany , AZ in Italy, Fixodent –
dentures in Eastern Europe, Maggi seasoning in Romania, Delis range
of snacks, Verblock white bricks
– Repositioning of Roberta stockings, Superweiss – Dufa paints, Muntenia
– edible oil
Who are we ?
• Cezar Dumitru
– 8 years experience in marketing in Procter & Gamble
Balkans.
– Brands: Ariel, Tide, Bonux, Dash, Lenor, Ace, Mr. Proper,
Fairy, Pringles.
– Countries: Romania, Bulgaria, Serbia, Bosnia, Macedonia,
Moldova, Albania.
– Key results:
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Ariel – market leader in Romania, Bosnia.
Bonux – market leader in Serbia, Bulgaria.
Lenor – market leader in Romania, Bulgaria, Serbia, Bosnia.
Ace – market leader in Romania, Bulgaria.
Fairy – market leader in Serbia, #2 in Romania at 6 months from
launch.
Who are we ?
• Lavinia Samoila
– 3 years experience in the marketing
department of Procter & Gamble Balkans.
– Brands: Wash&Go, Clairol Herbal Essences.
– Countries: Romania, Bulgaria, Serbia, Bosnia,
Macedonia, Moldova, Albania.
– Key results: Wash & Go market leader in
Bulgaria, Macedonia.
Who are we ?
• Dragan Horatiu
– 8 years experience in marketing with Pir Impex (Ulker
distributor), Excelent, Astese, Comunicatii Nationale
Mobile, Romanel.
– Brands: Ulker biscuits, Laura, Excelenta, Kandia,
Ambasador chocolates, Angeli champaigne, LG
electronics, Comunicatii Nationale Mobile (paging).
– Key results:
– Comunicatii Nationale Mobile – leader on the paging market.
– Angeli – market leader for champagne.
– Excelent (Laura, Excelenta, Kandia, Ambasador) - #2 on the
market.
Who are we ?
• Oana Rengle
– 5 years experience in qualitative and quantitative
research with Mercury Research.
– Member of Qualitative Research Consultant
Association.
– Run quantitative & qualitative research on FMCG
(food, alcohoolic and non-alcohoolic beverages,
cigarettes, household cleaning products, laundry
cleaning, beauty care, oral care, baby care, personal
hygiene), Retail&Distribution, Automotive, Banking,
Family planning, Social research, Lifestyle, IT and
Telecommunications, Media, Pharmaceuticals,
Clothing.
Who are we ?
• Bogdan Alexandrescu
– 5 years experience in advertising as creative /
art director with Active Vision, Creative
Advertising, Welldone Advertising, Global
Media.
– Key clients: L’Oreal, Organics, Citroen, Agip,
Toshiba, Excelent, Romanian Post, Bucharest
Airport, Romanian Railroads (CFR), Romanian
Tourism Authority, Dracula Park, Prima TV,
Hollywood Multiplex, Astra Insurance, SNTR
(Snagov cigarettes).
Who are we ?
• Calin Pop
– 11 years of experience in sales and marketing with
Procter & Gamble, Nestle, Alfasoft (Rank Xerox
distributor), Vincon.
– Countries: Romania, Bulgaria, Serbia, Bosnia,
Macedonia, Albania, Moldova.
– Brands launched: Friskies.
– Key experiences:
– Unit manager for Procter & Gamble in Transilvania.
– Distributor Operation Balkans Markets for P&G (developed
distributor operations in 7 Balkan countries).
– Country Manager – Friskies Romania.
– Sales Manager Nestle Romania.
Who are we ?
• Radu Arim
– 13 years experience in sales with Procter &
Gamble, Nestle, Unilever and Atom Plus.
– Countries: Romania, Bulgaria.
– Key results:
– Sales team / distributor set up for Procter & Gamble in
Bulgaria after the economic crisis.
– Sales records in East Romania area.
Who are we ?
• Daniel Mitru
– 10 years of experience in sales for Romwest
Euro, United Biscuits Romania, A&D Holding
(CPN Division), Erbasu Calze & Collant.
– 2 years experience as business consultant.
– Worked on distributing brands from: Wrigley,
Master Foods, Henkel, Gallina Blanca, Chupa
Chups, Shell, Smithkline Beecham, Danone,
Durex, Energiser, 3M, United Biscuits, Erbasu
Calze & Collant.
Who are we ?
• Dan Ciobanu
– 8 years experience in sales with Coca Cola,
Edelweiss, Real Invest, Eurocafe, Interbrands
Pharma, Reckitt Benckiser, Valrom Industries.
– Key results:
– Strong business built: 125% for Coca Cola in 4 months,
275% for Eurocafe in 6 months.
– Sales network establishment for Edelweiss, Real Invest,
Eurocafe.
Who are we ?
• Nicolae Popa
– 8 years experience in logistics and plant management
for Procter & Gamble, Michelin and Salient Romania
(PC producer).
– Key projects:
– Organise P&G plant exports to 7 countries in Eastern Europe
and Central Asia.
– Create the Romanian Distribution Center for P&G in Timisoara.
– Qualify local contract manufacturing for P&G in Romania,
Bulgaria, Bosnia.
– Logistics coordination for P&G distributors in 7 Balkan
countries.
– Logistics and IT systems design and implementation for
Michelin.
– Lead plant investment for Michelin Romania.
– Logistics coordination for Michelin’s import, export and
distribution operations.
Who are we ?
• Cristian Popescu
– 8 years experience in Human Resources with
Procter & Gamble.
– Key responsibilities:
– Distributor Operations Human Resources Specialist for Balkans
– HR consultant for P&G distributors in the Balkans.
– Organisation Excellence, Recruiting, Training & Development
Manager Balkans – organisation design, recruitment and
development for P&G Balkans.
– Corporate Recruiting & Training, Sales and Marketing HR for
Central & Eastern Europe, Middle East & Africa – recruiting &
training for the division.
– Employee Services Manager Balkans – implementation of
outsourcing of Employee Servies to IBM and HP, employment
systems in 5 Balkan countries and expatriate services.
– HR Manager P&G Bulgaria & Serbia-Montenegro.
Who are we ?
• Gabi Copil
– 8 years in Information
Technology, mostly in the IT
department of Interbrands
Marketing & Distribution.
– Key results:
– implementation of new replenishment
system.
– logistical capability tracking system.
– data exchange system with customers.
Various projects we’ve worked for
In our group are professionals who worked successful projects in the
following categories in several Central and Eastern European countries:
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detergents;
softeners, bleach, household cleaners, dishwashing;
snacks, chewing gum, biscuits;
shampoos, beauty care, dentifrice;
seasoning;
feminine hygiene, baby care;
alcohoolic and non-alcohoolic drinks;
edible oil, dairy, chocolate, coffee, cigarettes;
stockings, clothing;
pet food
sanitary installations, paints;
pharmaceuticals;
retail & distribution;
automotive, motor oil, tyres;
banking, insurance;
IT and telecommunication;
transportation, tourism;
electronics
Various projects we’ve worked for
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Our experts led the launch / repositioning of several brands:
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Detergents: Ariel, Tide, Bonux (Balkan markets), Dash (Albania)
Bleach: Ace (Romania, Bulgaria, Serbia)
Dish Washing Liquid: Fairy (Romania, Serbia, Bosnia, Moldova)
Household cleaner: Mr. Proper (Romania, Bulgaria, Serbia,
Bosnia)
Softener: Lenor (Balkan markets)
Snacks: Pringles (Romania), Delis (Romania)
Shampoos: Wash&Go, Herbal Essences (Balkan markets)
Dentifrice: Blend-a-Med (Europe)
Seasoning: Maggi (Romania)
Edible Oil: Ulei Muntenia (Romania)
Prefabricates: Prefabricate Vest – Verblock (Romania)
Stockings: Erbasu Calze & Collant (Romania)
Paints: Superweiss, Danke (Romania)
Pet food: Friskies (Romania)
knowledge,
dissemination &
embodyment
Marketing Consultancy
Marketing Projects Types
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Segmentation, target and positioning
Concept developing / validation
Marketing mix analysis and elaboration
Marketing recommendations (objectives, strategies,
financial analysis, action plans, budgeting, P/L)
Definition and implementation of consumer communication
Trade programs design and promotions
TV Copy, artwork, outer case, POSM development
New brands / category launches from A to Z !
knowledge,
dissemination &
embodyment
Sales & Distribution Consultancy
Sales Projects
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Buyer and client research
Distribution set up
Distribution models
IT Support systems for distribution (including data bases,
financial administration programs, palms, hand helds)
Evaluation and restructuring of logistic infrastructure, with all
the afferent flows
Client and distribution channels marketing
Cost analysis / profit for sales department and distribution
network
Selling concepts
Sales techniques and sales management instruction and training
Sales teams: formation, recruitment, evaluation, direction,
control tools
knowledge,
dissemination &
embodyment
Training
Professional training
 Basic sales techniques (“The Well Trained Salesman”)
 Closing sequences in sales
 Trade Marketing (Clients Management / Distribution Channels)
 Key Accounts Management (internationals chains)
 Brand Management I
 Supervisor training
 Recruiting and interviewing
Personal development
 Time management
 Positive thinking & mental influence
 Presentation skills
 Negotiation skills
 Memo and e-mail writing
Organization building training
 Team effectiveness
 Communication skills
knowledge,
dissemination &
embodyment
HOW WE WORK
example
Our Typical Client:
“I got a problem”
– It’s got a productive business, acting in profitable
segment
– Wants to increase his business
– Has been already misled, usually with an advertising
firm, jumping from product production to media, or
– Faces organization structuring or logistics difficulties
because of fast increase
– Understands sales, marketing, but he doesn’t uses
the positioning, conceptualizing, strategies creation,
implementation of standards
– I want to enter the market… I don’t know how
Symptoms for Distribution Pains
• I don’t know how to find good
distributors
• I don’t know how to motivate them
• I don’t know how and how much to
pay them in order to retain them
• I don’t know how to set their
objectives
Symptoms for Organization- &
Logistic Pains
• I don’t know how to plan my activities
• I don’t know which are the principles to help
me in taking decisions
• I don’t know how to set my processes and
how to measure my performance
• I want a bigger sale, but I don’t know how
• I have to many people, who are doing nothing
Symptoms for Marketing Pains
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I did the advertising, but the sale didn’t rise
I am often mixed up with the competition
The qualities of my product are not known
I have to decrease the price in order to sell more
If I don’t make promotion, I can’t sell
“Hello!
I am your family doctor!”
1.
2.
3.
4.
Which are your symptoms?
Analysis (together)
Diagnosis (together)
Treatment prescription
(expert)
5. Following the treatment
(client)
Analysis
• You need to have distinct brands
• You have to re-think the
communication
• You have to create and implement
some new working systems
• You have to increase / decrease the
number of distributors
• You have to train your people
Analysis
• You have to evaluate business
performances
• You have to implement some policies
• You have to improve internal
communication and informational flow
• You have to rebuild the organization
structures and realloting responsibilities
• You have to delegate responsibilities
The Diagnosis
“You (the client) need…:
• A brand
• A new positioning
• A set of procedures
• A new working system
to help you…
• Increase the sale
• Increase the profit
• Increase the productivity /
the organization efficiency
Increasing the sale: HOW?
–Increasing distribution (product)
–Increasing clients number
–Better presence in the sale place
–Flexible and adapted pricing
–More focus through an initiative calendar
–Standard sales sequences through training
Increasing the profits: HOW?
–Positioning
–Cost model
–Product concepts
–Better communications
–Marketing plans through coherent strategies
–Data organization through planning and reporting
–Logistic reorganization
Increasing the productivity: HOW?
–Recruitment, evaluation and selection systems
–Communication between departments
–Adequate compensation
–Goals and objectives
–Working processes
–Politics and procedures / Measurements for
productivity factors
– Contracts
knowledge,
dissemination &
embodyment
What CONCEPTS mean
(theory)
Concepts Types
•Selling concept
Factory
Existing
products
Promoting
sale
Profit
by sales
•Marketing concept
Market
Consumer
needs
Marketing
Profit
from consumer
satisfaction
‘The business machine’
Promotions
(organized,
planned,
focus)
Correct Price
(adjusted to the
market,
minimal
production
prices)
Product
(good product,
value for
the consumer,
new products)
Distribution
(System,
Organized)
…do you want to know more?
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