Middle East Brand Management
Richmond operates as the regional sales offices for Colpac covering the MEWA region and the Indian subcontinent.
Internally referred to as ‘Colpac Middle East office’, Richmond manages all regional distribution and key account development across these countries, including Food Service and airline catering.
This business relationship commenced 10 years ago with a discussion between Neil Goldman and Ronnie Pegna on managing Colpac’s Middle East expansion and development of Key accounts regionally.
Richmond played a pivotal role in developing regional strategies, setting up distribution in the region and managing relationships over the years, the regional business continues to grow significantly.
As Colpac’s regional office, Richmond provides a full 360-degree service.
Richmond conducting an initial market assessment understanding the current demands and trends in environmentally friendly food packaging and selecting packaging options to suit the food habits of consumers in respective markets. Analysing market competition and adopting a strategy based on the market assessment.
Route to Market
The best fit route to market is discussed and selected in line with the strategic objectives of the brand. This could be done through a local distributor, direct to end customer, via a consolidator or through local stock holdings.
While appointing local distributors, Richmond meets potential distributors on-ground, evaluating expertise and compiling a shortlist of proposed distributors.
Simultaneously, collaborative discussions between the new Distributor, Colpac and Richmond are ongoing where the portfolio and range of SKUs are discussed and selected for launch.
Pricing of the selected range is built carefully and reviewed as per the initial market assessment and agreed strategy considering the competitive environment and premium quality of the product.
This involves reviewing all elements of the value chains, analysing margins, planning for any future increases, variations and fluctuations. Optimising value chains to ensure maximum value is being passed on to customers
Richmond continues to drive the growth of the brand locally. A Key Account Manager is then assigned to support distributors in their respective regions and act as Colpacs’ regional person on the ground.
The on-ground personnel service supports the distributor with various aspects of the business. This includes providing sales training, introduction of new product developments and gathering feedback, in-market visits with buyers and development of available opportunities.
It involves working together with distributors in assisting the development of their respective channels, forecasting, reviewing monthly stock & sales reports and conducting ongoing sales reviews.
Aside from the standard food packaging solutions, we also develop customised products to suit specific requirements. Understanding the needs of the customer remains key. Being on the ground helps us conveniently interact with customers, bringing our local expertise and product knowledge to swiftly convert ideas into an actual product.
Richmond and Colpac have set various examples on successful ‘market lead’ collaboration and these are evident in the form of our food packaging being present on the shelves of retailers, in coffee shop chains, on airlines and throughout airport lounges.
This has been a result of close coordination and understanding between Colpac and Richmond Enterprises and Richmond’s local expertise, close working relations with key customers and willingness to listen to the market.
|Focus||Middle East Brand Management|
|Channels||Food Service, Airports, Airlines, Retail, Catering|
|Territory||Across the Middle East|