executive summary

EXECUTIVE SUMMARY
SEMINAR: COMMUNITY POS DATABASE AS A SOLUTION TO CAPTURE THE DYNAMIC MARKET
WHY THIS EVENT?
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•
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Market is very fragmented and dynamic
Hundreds of thousands of sales points in Poland
You only need to visit the biggest shops in your category
A good database is very labour intensive to build and
expensive to maintain alone
MODERN
TRADE
TRADITIONAL
TRADE
HORECA
THE MARKET IS DYNAMIC
MISSION IMPOSSIBLE ON YOUR OWN?
1. Companies try to maintain a database on their own
2. Changes in the market go too fast
3. Field sales force is too small to maintain all locations in the market
4. Field sales should use a maximum of time to sell (in and out)
5. Wholesaler data, if available, is difficult to match and not complete
6. Cleaning, matching data is not the core competence of your business
ADVANTAGES OF A COMMUNITY
DATABASE
1. Up to date location information
2. Enriched data (POI data)
3. Clear segmentation to create your own channels
4. More sales time, more sales focus
5. Balance of power (less dependent on wholesalers)
6. Lowering costs of maintaining databases
7. Manage investments and risks (e.g. coolers)
8. Increasing efficiency of sales visits
WHAT IS THE COMMUNITY DATABASE?
Demographics
On and offline
Sources
Characteristics
Chamber of
Commerce
External &
Telesales &
marketing
Datlinq
Public
Database
Users
X,Y coordinates
Public Database:
Insight in relevant Foodservice & Retail outlets
Private Database:
Fully protected databases
Private Database
Private Database
Private Database
Private Database
Non Competitive Information
QAS control
YOU WILL GET
1) We offer to build and maintain a community database
2) Non competitive outlet/pos information in Poland
3) Maintained based on technology of Datlinq
4) Enriched with surrounding data (POI)
5) Enriched with segmentation
6) Quality support by visual checks by IQFM
7) Focus on food retail and Horeca
8) Online access, search and export
OFFER
1)
2)
3)
4)
5)
6)
7)
8)
Up to date non competitive POS address data in Poland
In a community database online
Optionally connected to your crm system
Fee of 6.000-8.000 PLN per month
Fee depending on # of founding partners + your input
Input of current POS location data of your company
After year two tariff prices apply 1-2 PLN per year per address
Build the community with us and choose for a 2 year contract with
Datlinq Poland as a founding father and receive surrounding data
of the POS for free (e.g. near a school, church, shopping area)
Quote Coca Cola France: “We thought we could maintain the
database on our own with our extended field force. We still missed
changes as the market is so dynamic. The community Database is the
only way to maintain this and save precious sales time”
INTERNATIONAL COMMUNITY
MEMBERS
Over 100 European A brand manufacturers and
wholesalers have joined our community.
BOOSTING ICE CREAM BUSINESS
WITH THE RIGHT DATA
Adam Wawrzyński, Unilever Polska
Unilever Poland | Business issue
Our business goals:
 Create more distribution at the best locations (POS)
 Create perfect stores and sell more ice!
 Manage investments of freezers
Issue:
 Sales is often in the wrong places (not enough potential for ice)
 Sales just start in cities to find new prospects (time consuming)
 No up to date database in Poland, only wholesaler data
The mission:
Create more effective resource allocation in
sales and marketing with good POS
and shopper information
Step 2. Focus on the right POS
 You can overlay UL POS, all POS, etc.
Unilever Poland | Next step
Database build
up
Sales Area
Potential
Perfect Store
Management
Step 1
Complete &
maintain
Step 2:
Focus on the
right area
Step 3:
Convert and win
Continues Database
maintenance
Only a community can maintain an up to date Database for
the Traditional Trade & Modern independent trade
DOŁĄCZ DO NAS