Professional Documents
Culture Documents
RL Profile
RL Profile
RL Profile
MISSION
To create a global footprint for Pakistan – A conglomerate fueled by world class talent, measurable
differentiation, best in class execution – FMCG Market leaders in developing and emerging markets
across the world
VISION
Resource Linked will be a best in class player in the FMCG ecosystem – creating a virtuous cycle -
insights execution growth - through excellence in each of our business pillars – HR,
Technology, Marketing Services, Distribution & Logistics, Retailing.
We aim for high growth by partnering with blue-chip fast expanding companies & rapid market share
acquisition through offering a tangible and sustainable differentiator to our partners and consumers.
www
Pvt. MCB,HBL 2B
PKR | 2017-18
Ltd.
OWNERSHIP PRINCIPAL BANKS TURNOVER
REACH ACROSS PAKISTAN
THE LARGEST RETAIL SOLUTION/SERVICE PROVIDERS
TRADE MARKETING
STORE AUDITS SERVICE
16 15 8
Years Years Years
of comprehensive General of diversified Marketing & Sales of Marketing & Business
Management and Marketing Experience – Unilever - Director Development Experience - Unilever
Experience – L’Oreal & Unilever Shopper and Customer Marketing
UZAIR TAHIR FAIZAN KHAN SAARA SALIM
MANAGING PARTNER - RETAIL MANAGING PARTNER - RETAIL EXECUTIVE DIRECTOR
6 8 14
Years Years Years
of Sales and Marketing Experience of Experience in Sales & Marketing of Entreprepreneurial and
- Unilever - Metro Cash & Carry, Unilever and Leadership Experience
Shan Foods
MERCHANDISING
BUSINESS UNIT HEADS
MERCHANDISERS: 850
SUPERVISORS
MERCHANDISERS
LARGEST MERCHANDISING SERVICE
PROVIDERS IN THE INDUSTRY
15 7 80 750+ 150k+ 900+ 500+
COMPANIES CATEGORIES BRANDS SKUs VISITS/M HR HEADSETS
41 4521
50 5000
26 21 15 13 1668 1377 1334 933
8 6 2 563 410 316 34
0 0
EXPERIENCE ACROSS VAST
CONSUMER GOOD CATEGORIES
FOOD UHT MILK PERSONAL CARE CONFECTIONERY
BEVERAGES SNACKS
HOME CARE
TOP MERCHANDISING PROGRAMS
9 29 7 11 10
6800 3000 3900 5100 1750
102 89 105 125 132
GT: 6424 GT: 940 GT: 2730 GT: 4500 GT: 1600
MT: 333 MT: 150 MT: 360 MT: 550 MT: 140
16 BRANDS, 30 3 BRANDS, 8 BRANDS, 13 BRANDS, 22 BRANDS,
SKUs 80 SKUs 280 SKUs 60 SKUs 131 SKUs
EVOLUTION OF INDUSTRY
Automated
solutions
Outsourced to
service
Dedicated provider
merchandisers
for top 10
towns all
Dedicated channels
merchandisers
in top 3 towns
Merchandising
Merchandising for MT
through
throughorder
order
booker
booker
01 02 03 04
BENEFITS OF AUTOMATION
Ensure ROI on marketing Campaign tracking POSM tracking Merchandiser visibility KPI Based Performance
investments Management
HOW TO PLAY?
In-store Excellence
Reward
Continuous Improvement
DEFINE: STRATEGY OF A
GOOD MERCHANDISING
PLAN
WHERE TO PLAY?
8k stores = 50% of retail business
8000 STORES
10k outlets
MOHALLA SUPER MARKET
COSMETICS BAKERY
Impact Reach
350 stores (4%) 250 stores (3%)
INTEGRATED CHANNEL EXECUTION
PRODUCT PACK PROPOSITION
PROPOSITION PLANOGRAM
PPPPPPP
Proposition
Promotion
Product
Place
Planogram
Price
Pack
6 P CHARACTERISTICS
CHARACTERISTICS LMT BAKERY GENERAL STORES
SHOULD CONTAIN:
Packs description
Planograms for all zones
Hurdle rates
IN STORE COMMUNICATION &
POSM MANAGEMENT
In-store Communication Strategy
Translating the brand proposition for instore
Engaging shoppers through right call to action statements backed by shopper studies
Right Tools to be defined for each channels
Hot Zone Corporate Branding in GT
Shelf Strips, Shelf Talkers and Backing Papers in GT
State of the art secondary gondolas & shelf in shelf structures for MT
With much of the advertising space shifting towards in-store medium, the
importance of having the right brand proposition formulated, developed and
executed is of utmost importance
IN STORE LOOK & POSM – INDUSTRY
BENCHMARKS
Excellent POSM material stays on shelves longer and gives a premium image to brand
DAILY ACTIVITY PLAN- MERCHANDISER
9:15 am 9:30 am
9:00 am
Start of the
Day
In-field
Execution
Arrival at the OSA/OOS, SOS & Data Recording in
Outlet Merchandising Handheld
Day End
Activities
Reach to the Distribution
Report to TM/Supervisor End of the Day
30
TRAINING & CAPABILITY
We use in-house expert services for trainings & assessment from People Resource Linked
On Shelf Availability
02 (OSA)
Shop n Shop
Greetings
Share of Shelf
03 (SOS) GPS & Shop Fascia
OCD Tracking
Planogram
8 levels of 7 levels of team 2 levels of MHSKU: 2 dimensional hurdle rate:Historical channel assortment
Geography hierarchy regional & channel outlet & category archive
hierarchy
User log report for Data viewing Charts and graphs are Advanced analytics Automated OOS reports
dashboard usage independent of available are available sent to multiple
Tableau stakeholders
THE TABLEAU EDGE
EXCEL &
DASHBOARD SMS ALERT TABLEAU
POWERPOINT
TAILORED
Customized dashboards for
functional stakeholders
ACTIONABLE
Integration with Sales Data for
analyzing correlated success factors
TIMELY
Online Reports
Complete OSA Report
Ad Hoc Report
Visit Report
Team Report
User Guidelines
Karachi No
Count : 0
Regular Yes
Count : 1
User Guidelines
Take GPS in an open air area
Longitude : 64.12
latitude: 21.12
Store Location
Update Location
Upload
Image
Save
Merchandiser Tracking Reports
Time stamping
Merchandiser Tracking Reports
Merchandiser Performance Scorecard
BI Reports
Merchandiser KPIs
How our
How our
executions
plans are
Ideation: are
better?
All ideas are envisioned which can better? Scope:
be leveraged across 360 media & Execution team across Pakistan
are in line with the Big idea of the including deep rural
Brand/Campaign
IN DOOR FLOAT
ACTIVITIES ACTIVITIES
THE REAL BATTLE FOR FMCG IS IN-STORE &
CONSUMER ENGAGEMENT!
•Brand building •5% of shops in •Tracking of data •Shopper mission
can sustain each channel & assets understanding
penetrated contributing to •Consumer •Occasion
brands but cant 50% to volumes engagements not building
fuel fast growth •JBP planning not tracked •Cross category
done •Better monitoring thinking
•Weak Consumer of BAs, •Building
engagement at consumer engagement
store activities &
merchandising
with Technology
•Insight mining for
actions
Category Consultancy on
penetration is shopper &
high Extreme Pareto Occasions
Asset No use of
Retail & Shopper technology Creativity in in-
management is
evolving fast store design
weak
•Unplanned asset
•Companies are management •No agency
not geared up for •Many categories thinking on
this evolution in cold assets design and
now so placement
placement is a
challenge
•No monitoring
WHERE TO FOCUS OUR BA PROGRAM & CONSUMER
ENGAGEMENT BUDGETS?
7.5K STORES = 50% OF RETAIL BUSINESS
8,000
Stores
Hyperstar 2 1%
Where To Play?
Bakery 200 2%
4.5k Stores = 30% Of
50% 50%
300k 7.5k
Cosmetics 350 4%
Retail Business
outlets outlets
Family Grocer 2,500 35%
Impact Reach
3,000 40%
Mohalla
Store
Count
VERTEX OFFERS VARIED DIRECT CONSUMER
ENGAGEMENT SOLUTIONS
Direct Consumer Flagship Programs – Flagship Rural Events & Occasions Specialized BA
engagement School / College / Programs program
programs Universities
• Large Scale event
• Providing Next • Activations through • Float activations, rural management & platform • Recruitment, Training,
Generation consumer different interactive engagement drives & creation, conferences & monitoring & Technology
engagement solutions engagement activities deep market penetration occasions based reporting
where the consumer is
KLI & FM
SCHOOL
Flagship
PROGRAMS Varied
targeted
Activities for
kids
Integration of
VR/AR for
maximum
Engagement
FLAGSHIP PROGRAM RURAL
Float activations, rural engagement drives & deep market penetration
Rural Program:
• Over 150+ rural towns coverage
• Float activations
• Mela activities & deep rural connections
• Integration of VR/AR for maximum engagement
EVENTS, PLATFORMS, CONFERENCES
Enhance consumer
engagement – use more
effective ways to get your
communication idea across to the
right TG
Specialists in:
• Augmented Reality
• Virtual Reality
• Mixed Reality
BRAND AMBASSADOR PROGRAM
USP OF RL BA PROGRAMS
BA Database & BA Payroll and legal BA Training BA Flagship IS Data Analytics and
Profile compliance Insights
Recognized in-house sales Professional Stylist for Grooming and Style Monthly refresher of KPI’s
trainers training
BA CONNECT & RETENTION
RETENTION PROGRAM
We have multiple benefits for
BAs to stay and grow with RL
through BA Retention Programs
Reward Program
Awarding BAs with outstanding
BA CONNECTION
performances with bonuses and
& RETENTION
appreciations
Internal Hiring
RL gives first priority to BAs
currently working with RL
Permanent Employee
BAs working on long term program
are hired as permanent employees
BA TECHNOLOGY
Dashboard
BA APP.
Real Time reporting Supervisor APP.
Promotions Tracking
MODULES
Dashboard
• Custom Filters
• Custom Reports
• Real-Time Reports
• 24/7 Remote Access
SAFETY & SECURITY
Workplace environment and safety
4
6
5
Manufacturing & Fabrication Facilities
22,000 Sq. Ft. working space - KHI location is Korangi, Creek Road, Near Bol Head
Office.
19,000 Sq. Ft. working space at Jurawla Road Near Faizpur interchange LHRlocation
is on the entrance of GT road and 1 kilometer away from motorway – choose this
location cause we need to cover entire Punjab and north region.
In House Facilities
In House Facilities
In house 2D/3D creative house – team of 3 dedicated designers and creative manager.
Digital Printing – 2 Roland Machines Model DX7 for vinyl (1 LHR-1 KHI), 2 HP Desk jet
printers, 2 plotter printing machines one challenger for Pana flex printing.
CNC Router - with 3 Routers (1 LHR-2 KHI), we have the capacity to work on MDF,
Wood, Acrylic, Alco bond, Foam Board amongst many other materials. Thrice the
capacity and much more material cutting ability vs Chinese CNC routers.
LASER Cutting Machine – with 2 Laser cutting machines (1 Khi – 1 LHR) Acrylic, PVC,
e.t.c.
SKIN Printing machines (2 machines).
Talkers Molding machines – 4 .