By helping the whole category forward, we generate excellent growth for each individual brand that is part of it.
- The challenge
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Pietercil often represents various brands within the same category. This gives us the specific advantage of going to the retailers with a full approach. We extract examples of best practice and learnings from our extensive experience and use these for the common good. In doing so, Pietercil provides relevant offers and services for the brands, retailers and consumers.
It goes without saying that brands in the same segment often face the same challenges, benefit from the same situations and can learn from each other. What if ... non-competitive brands were systematically to take each other to a higher level, due to an external party defending the interests of the entire segment? That party is Pietercil.
By promoting the interests of an entire segment, you achieve more than simply benefiting a single brand. At Pietercil, we are convinced of that. That's why we combine the knowledge and expertise we have acquired over the years in each category. In doing so, we adopt an approach that leads to an overall ‘category approach’. By distilling common best practices and learnings from our extensive experience, we give individual brands the opportunity to reap the rewards. In this way, Pietercil ensures that each brand can score time and time again with appropriate offers and services.
In order to be effective in Category Management, it is fundamental to track market evolution, to respond properly to consumer needs – in short: to have the right data and be able to interpret it. Pietercil does this successfully for different categories.
Food of the world
Pietercil has no less than thirteen different ‘food of the world’ brands in its portfolio, including Asian, Mexican and North-African cuisine. We also know perfectly which second placement and promotional strategies deliver the best results for the entire segment, and know the consumer like no other. To meet the needs of the shopper, we can also offer relevant themed multi-brand displays, such as around Chinese New Year.
The fact that we manage a wide range of brands in personal care means we have developed great expertise around the distribution of such products. We distribute care products using the traditional retail channels, but have equally good experience with drugstore channels and continue to grow in e-commerce.