Building quality and productive relationships with our customers is at the heart of our strategy because they are the intermediaries through whom shoppers make their purchasing decisions.
In 2008, we won the Grand Prize for the «Best Supplier in fast moving consumer goods (FMCGs)» category by Romanian retail tracking company MEMRB and around 1,000 of its direct business partners for the third consecutive year.
By striving to achieve a closer partnership with our customers we can drive sustainable growth of our business.
Preferred partner for our customers
One of our key strengths is our ability to achieve quality in-store execution by having over 17,000 highly trained sales representatives regularly serving approximately 1.5 million outlets. We believe this direct interaction with our customers gives us a competitive advantage in activating points of purchase and creating value for both our customers and our business.
We recognise the importance of continually building world-class capabilities across our entire value chain and to that effect we have developed a groupwide framework for our commercial function. Within this framework, we have implemented guidelines based on proven best practices that are followed by all our country commercial teams. However, rather than adopting a ‘one size fits all’ approach, we maintain sufficient flexibility for tailored strategies that address market-specific needs.
Our goal is to be the preferred partner of our customers. In furtherance of this goal, we have focused on further building customer-centric capabilities that encompass both the supply chain and commercial functions. Closer crossfunctional alignment has resulted in higher levels of service and increased profitability for both us and our customers. In 2008, we continued to invest in the SAP technology platform and implemented its customer interfacing modules in both the Czech Republic and