Combera Group

Field Marketing: Influences, Interactions & Innovations

Free Download: A Study of Field Marketing Across Europe Part II, Influences, Interactions & Innovations: Framing Field Marketing Across Europe. The second whitepaper on Field Marketing, ... READ FULL STORY

Field Marketing: Impactful, Innovative & Interdisciplinary

Free Download: A Study of Field Marketing Across Europe Part I, Impactful, Innovative & Interdisciplinary: Identifying Field Marketing is the first in a series of three whitepapers ... READ FULL STORY

Service areas

Availability

Auditing

Activation & Engagement

AVAILABILITY

 

Fundamental requirement for a happy shopper journey, a happy retail partner and your actual sales, AVAILABILITY ensures that products as well as promotion- and visibility materials are displayed properly and in the right quantity at retail stores or HoReCa outlets. Depending on channel and trade structure this encompasses:

  • sales – starting with the acquisition of new clients, up to sales drives for the introduction of new products and the negotiation of secondary and promotional placements 

  • merchandising  – from planogram implementation and resets, to basic securing of on-shelf availability, up to overnight re-shelfing, retro fitting and inventory services

  • as well as training and monitoring activities.

 

COMBERA Group partners offer experienced and trained field staff both for long-term or tactical, dedicated or syndicated clients’ needs. Performance is measured by clearly defined KPIs. COMBERA Group leverages cross-country experience and knowhow and manages the multi-country approach.

AUDITING
 
Data collection, analysis and evaluation of status in order to develop on fact based future strategies, AUDITING encompasses all customized research activities related to track facts on a product and/or service at retail stores or HoReCa outlets.  
 
This includes executing compliance checks, KPI-tracking, or doing mystery shopping as well as customers satisfaction or customer values driver surveys and shopper surveys on site.
 
Depending on scope and aim, this may also encompass direct feed-back and activation training on site.
 
COMBERA Group partners offer experienced and trained auditors. Own data collection and business intelligence tools as well as research experts for study design guarantee relevant data and insights for our clients.
 
COMBERA Group leverages cross-country experience and knowhow and manages the multi-country approach.
 
ACTIVATION
 
Helping find the way into the shoppers’ baskets and enhancing the basket size, ACTIVATION, includes all activities related to promote a product and/or service to the relevant target group at retail stores or HoReCa outlets, in order to support sell-out. Starting with samplings, tastings and demonstrations, promotion activities include consumer lead generation, as well as brand ambassador activities, or retailer car park events. Regular promotion staff activities today encompass sales-, merchandising-, training- and monitoring activities also.
 
In addition to classical in-store promotions our partner offer retailer car park events.
 
COMBERA Group partners provide experienced and trained field staff both for continuous, as well as seasonal or tactical promotions; either dedicated or for joint cross-promotional activities. Performance is measured by clearly defined KPIs. Supplementary services are concept/creation and production.
 
COMBERA Group leverages cross-country experience and knowhow and manages the multi-country approach.
 
 
ENGAGEMENT
 
Creating experience with and loyalty for a brand or service on the customer side (customer in this case can be store staff as well as consumers), ENGAGMENT makes a brand or product tangible, provides information/education, entertainment, and creates an experience by interaction, with the purpose of store staff and/or consumers sharing this experience with others. This is achieved through experiential as well as training/education activities.

 

Solutions

  • COMBERA GROUP provides its clients with a single point of entry into Europe. This means central contracting, invoicing and payment, central management, central multi-country consolidated reporting for the clients’ central team. However, to make diverse Europe really work on a practical side, following a joint determination of the “rules of the game”, local clients interact with local COMBERA GROUP partners on day-to-day local execution. COMBERA GROUP manages local briefing, leveraging and implementing best practice and know-how transfer, controlling of local and total results as well as reaching agreed upon KPIs. We also can mirror our clients’ regional structures. 

     

     

     

  • COMBERA GROUP provides its clients with a multi-language-capable IT system consisting of OI (operational intelligence) and BI (business intelligence) modules. While operational intelligence modules like route-planning, people and payroll management, or order processing help us manage all client activities most efficiently and cost-saving, reports and insights by BI-tools help both our clients and us  to track KPIs and develop future strategies as well as apply continuous optimization processes. 
     
    OI and BI modules are available in standard and customized versions with role-based access.
     

     

  • COMBERA Group via the Sales Academy provides its clients (retailer, manufacturer, own field staff) with best-in-class training modules for retail trainings (basic sales and communication, product training), product trainings (sales argumentation, technical information), field coaching (1:1 field training, score card and recommendations), seminars (modular sales training, management training, team development, coach-the-coach)
    Our solutions include live in classroom, live on site, live on tour and interactive e-learning
     
  • COMBERA Group developed a proprietary solution for knowledge share. Our people access Mindspace to browse through hundreds of showcases or other relevant industry information collected here. It also serves as a virtual meeting point for coffee breaks. Unfortunately it is only available to COMBERIANs, but we promise that the benefits of knowledge sharing impact our clients' sales.

     

  • The real secret of success of PoSM-Logistics lies not within the shipping part, crucial is a software system that provides both our clients and us with transparent figures on real-time inventory, order tracking, integrated cost tracking and accounting in order to control allocated budgets.  COMBERA Group’s PoSM Logistics tool was developed by our Austrian partner, who currently uses it to also manage an E-Shop for a multi-national client.

New Alliances and Strategic Partnerships -

Upgrades in Field Marketing through Digital Tools and Crowds

Apart from globalizing, we currently see new alliances and strategic partnerships along service delivery and service type popping up in every business sector. There are classical consultancies aligning with digital advertising agencies, global market research giants buying into tech companies, or cooperating with Google or other channel owners or information brokers.

As can be seen from the results of an online survey with Field Marketing agencies from 28 European countries, also the majority of these ...

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Tinder or Collaborative Partnerships?

What Strategic Sourcing and Vendor Management should look at in a Field Marketing Partner

Looking for a quick one-off (or an off- and-on) date with a solution provider because you might need just that one installation or tracking, the Tinder-Approach will work fairly well for you. Check potential risks - financial background and proven experience -, then swipe for your best offer. 

Achieving long-term goals and striving for long-term relationship requires a different approach, starting with fully onboarding your stakeholders. They need to be aligned behind the ...
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Process and Strategy are Global, Implementation is Local

The Second Wave of Internationalisation in Field Marketing
Aside from the early historical seeds with sales agents or commercial representatives being the easiest option for generating distribution afar from the doorsteps, by the late 1990s, early 2000s full service Field Marketing agencies have been taking steps into internationalization either by defining rules for networking or by buying shares. In part this was driven by clients asking for identical services/service levels in neighbouring countries (countries belonging to the same regional cluster on the ...
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Hungarians kiss Upside Down

 - at least  at The Alcatel One Touch Idol 3 EFOTT Festival Promotion
 
The claim it rocks even upside down was taken literally, when Lauritzen Marketing set up the UPSIDE DOWN KISS STATION for TCL communication’s brand Alcatel One Touch at this year’s EFOTT festival, Hungary’s biggest student party at Lake Velence. 
 
The Idol 3 is a real value for money smartphone, one of its features is the 100% reversible screen no matter how the phone is picked up. Therefor the campaign key visual was translated into a daring activation: jump 6 meters headfirst bungee ...
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Chocolate factory - a tasty project

Children of today are the customers of tomorrow - this was the idea behind "Ritter Sport - make your own chocolate" project initiated by COMBERA Werbeagentur in Germany.

The travelling chocolate factory visited 105 locations and more than 45 000 children from elementary schools and kindergartens attended to the project.

In addition, a consistent number of selected retailers received promotional materials consisting in press kit, DVD, posters and a promotional film. The activity was supported by a towing vehicle and a trailer with an integrated 90 square meters ...

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country
in focus

Czech Republic

Population:

10,513,000

Population density:

134

Working population:

5,304,000

GDP/Capita:

€15,208

Retail sales per square meter:

€40

Percentage of retail space in stores above 1000 sm:

42%

Smartphone penetration:

42%

Big Mac Price:

€2.7

FIFA Ranking:

28

Experienced wellbeing

6.2

all
Czech Republic
Czech Republic
Worldwide re-known for its Pilsner beer, the Czech Republic (along with Hungary)  among CE countries is most likely the one with the most evolved modern retail landscape. Basically all major international European grocery retailers - Kaufland Ceska Republika, Tesco Stores CR, Ahold Czech Republic, Penny Market, Lidl Ceska republika, Billa and Globus CR - are present, and combined they account for around two thirds of the total market share in this segment. While the past couple of years in this highly competitive environment one major strategy had been to offer discounts and special prices with lots of couponing activities, the focus recently shifted towards loyalty programs as internet retailing is becoming more and more popular and currently is the best performing category within retailing.
 
In this environment, achieving availability and activation, requires flexibility, expertise and know how, measured by auditing, so if you Think Sales, we should talk. 
 
COMBERA Group`s local partner 4p&p started field marketing 17 years ago and is also operating with a local office in Slovakia. Besides sales forces, merchandising, sales promotion and data collection, strategic and creative concepts are developed including production.
 
Vítejte
 

OUR BUSINESS IS ABOUT PEOPLE

Boban Tomic

Boban Tomic

Serbia & Montenegro

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Boban Tomic

Serbia & Montenegro

Boban Tomic

MD COMBERA Serbia

 
Senior international director-level FMCG executive with significant sales, category management, trade marketing and customer relationship management experience across four continents (Australia, Asia, Europe and Africa). MBA from leading Australian business school, Macquarie Graduate School of Management
Demonstrated track record in the fast moving consumer goods environment with strong ‘passion’ for building brands.
 
Experience in building strong, long term & collaborative relationships with strategic retail partners and sophisticated key account customers including Walmart, Pick'n'Pay, Woolworths, Shell and 7 Eleven.
 
Sarah Auer

Sarah Auer

COMBERA Group

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Sarah Auer

COMBERA Group

Sarah Auer

MD COMBERA Group

Erratically dropped into economy 1992 and addicted since. Successfully injecting a theatre philosophy into companies which is: “The curtain always opens” – both as entrepreneur and manager.   

Carlos Olivares Lauer

Carlos Olivares Lauer

Spain

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Carlos Olivares Lauer

Spain

Carlos Olivares Lauer

Sales & Retail Solutions Manager, Avanza Spain & Portugal

Joined Avanza in 2010 after accumulated a precious experience of 19 years career in research. Understanding data and technology is critical to the added value that Avanza offers to its clients through outsourcing solutions

Emanuele Maneo

Emanuele Maneo

Italy

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Emanuele Maneo

Italy

Emanuele Maneo

MD SMS Instore

In Field Marketing business since 1995. Started up my own company in 1998 specialized in the, at that time, fast growing market of Consumer Electronics. In the last two years opened a front towards luxury goods and pharmaceutical industry markets 

Frantisek Havlik

Frantisek Havlik

Czech Republic & Slovakia

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Frantisek Havlik

Czech Republic & Slovakia

Frantisek Havlik

 
 
For the past 16 years we have provided to our clients our “P”: Precision, Pro-activity, Professionalism, Promises fulfillment, People.
 
Flavian Pandele

Flavian Pandele

Romania

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Flavian Pandele

Romania

Flavian Pandele

Managing Director COMBERA Romania

Since returning to Romania 8 years ago I have worked for Metro Group, helped open Real Hypermarket here and, after almost two years of work in advertising, started what is today Combera Retail.  I have been managing this company as a partner for over 5 years and it has grown into a steady, healthy work environment.  Metro and Real have been our clients for the past 5 years.

I aim to improve the services in the shops of Romania and I believe that better service comes from trainings.  When investing in people, everyone wins. 

My experience in the retail and advertising has helped tremendously with what is Combera Retail today.  

Sebastian Herbst

Sebastian Herbst

Germany

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Sebastian Herbst

Germany

Sebastian Herbst

MD COMBERA Advertising Agency Germany

Expert and passionate about POSM with more than 20 years of experience: We built up
a leading POSM agency and create state-of-the-art and sales effective strategies and concepts.

Leo Klerkx

Leo Klerkx

Netherlands

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Leo Klerkx

Netherlands

Leo Klerkx

Director Data Services, WFM People, The Netherlands

First job @ AC Nielsen. Member start-up team @ IRI the Netherlands 1993 - Ops Director. Ops Director @ GfK. Current dedicated to DataServices @ WFM People, developing/implementing Tools (APPS) and Analytic Services. 

Rolf N. Pawlek

Rolf N. Pawlek

COMBERA Group

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Rolf N. Pawlek

COMBERA Group

Rolf N. Pawlek

International Sales Director

Broad experience with international operating companies in the consumer industry and market research. Deep inderstanding of cultural differences and client demands in local and regional European markets. Developing cross country sales strategies and solutions.

Waldemar Mrugala

Waldemar Mrugala

Poland

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Waldemar Mrugala

Poland

Waldemar Mrugala

MD PMI COMBERA, Poland

We strongly cooperate with our clients, building and recommending sales and marketing strategies and solutions, we create special events dedicated to reach our client goals. We use modern technologies and our clients can count on our innovative approach in all marketing activities.

Yaroslav Plink

Yaroslav Plink

Russian Federation

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Yaroslav Plink

Russian Federation

Yaroslav Plink

MD, ITM Russia

 
Holding current position at ITM managing Director since July 2009. Beforehand was Financial Director for Russia/CIS at IMSG commencing from September 2005. Prior to IMSG had worked in finance and audit specializing in due diligence and M&A support.
Helene Kraft

Helene Kraft

Sweden

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Helene Kraft

Sweden

Helene Kraft

VD Retailhouse Sweden

Spent the last 19 years focusing on outsourcing and clever use of technology. At Retail House we add consumer knowledge to the mix in order to develop sales solutions for our clients.

Nena Andritsou

Nena Andritsou

Greece

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Nena Andritsou

Greece

Nena Andritsou

Managing Director

 

 

 

I have studied English Language and Literature. Worked for Imperial Tobacco Hellas for 13 years, then joined Chapter Five in 2003 as a Client Service Director and  became the Managing Director in 2012.

Csaba Kelemen

Csaba Kelemen

Hungary

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Csaba Kelemen

Hungary

Csaba Kelemen

MD Lauritzen, Hungary

Founded Lauritzen Marketing almost 20 years ago. The company quickly established a leadership position on Hungarian market, which is safely maintained until today. During this long, exciting journey had the chance to work for almost all relevant local and international brands in all retail formats providing a wide range of marketing activities.

Christian Haune

Christian Haune

Norway

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Christian Haune

Norway

Christian Haune

MD Retail House Norway

Founded Retail House Norway in 1999 as a field marketing company, but have over the years positioned ourselves as the agency that best connects ATL and BTL as what we call Through the line Shopper Marketing

Gasper Sekula

Gasper Sekula

Slovenia

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Gasper Sekula

Slovenia

Gasper Sekula

MD PKK Slovenia & Croatia

Became entrepreneur in Trade Marketing in 2000. After finishing Law faculty I had no expertise in marketing and finance, but my will was so strong that I decided that this is sth that I would like to do. Nowadays our company has become an established name and is leading the market in Merchandising and Promotions.  

Pablo Pfister

Pablo Pfister

Switzerland

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Pablo Pfister

Switzerland

Pablo Pfister

MD COMBERA Schweiz AG, Switzerland

Building profit centers with sales teams and merchandisers, national implementation of sales strategies, in particular the label "Easy for Kids”.

Elena Pozdnyakova

Elena Pozdnyakova

COMBERA Group

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Elena Pozdnyakova

COMBERA Group

Elena Pozdnyakova

International Account Director COMBERA Group GmbH – European Sales Solutions

 
RSPU University graduate, Russia, Rostov-on-Don. Dpt. of Linguistics.
Humboldt University Sprachenzentrum course, Berlin.
2005 Regional Coordinator, Marketing Solutions. Responsible for cities support and development  across Russia.
2007  Project Manager,  ITM, part of IMS Group. Projects implementation
2008 Account Manager, ITM, Sales & Field Force  management dpt. Son Max born on 23 August.
2010 Senior Account Manager, ITM,  Head of subdevision. Head of client managers team.
2012  Account Director, ITM, Part of Combera Group
Since  2014 International Account  Director,  Combera Group. Responsible for RFI/RFP processes and business development cross countries.
Vladimir Stefanov

Vladimir Stefanov

Bulgaria

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Vladimir Stefanov

Bulgaria

Vladimir Stefanov

Over 20 years of experience in FMCG, OTC and pharma distribution in Bulgaria

Anders Hyrup

Anders Hyrup

Denmark

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Anders Hyrup

Denmark

Anders Hyrup

CEO Eventforce Retail

 

Kerstin Gläser

Kerstin Gläser

COMBERA Group

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Kerstin Gläser

COMBERA Group

Kerstin Gläser

Know how Management

cultural historian for North American studies; via shopper marketing, telesales, convenience field team and market research activities currently living comparative cultural studies all over Europe and looking forward to go beyond again

Murat Karamanoglu

Murat Karamanoglu

Turkey

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Murat Karamanoglu

Turkey

Murat Karamanoglu

MD MAPP, Turkey

 

After 13 years, we became the No.1 Field Marketing agency in Turkey. Before 2000, worked in The Coca-Cola Company for 10 years on key account sales and merchandising.

 

Tic Nica

Tic Nica

COMBERA Group

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Tic Nica

COMBERA Group

Tic Nica

Strategic Projects Development

Adicted entrepreneur. 17 years spent in management of marketing and communication companies. Passionate about online, data and business model design despite mathematics background.

Denny Helmer

Denny Helmer

Germany

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Denny Helmer

Germany

Denny Helmer

Client Manager Field Marketing + Sales Services GmbH, Germany

I have been working as an event manager in the sector of Leasing Sales Force for 5 years. I am glad that I could build up a lot of know-how and experience in a short time.

Marc Julien

Marc Julien

France

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Marc Julien

France

Marc Julien

International Sales Development Director, Optimark, France

25 years of professional experience centred around sales and marketing - with short detours towards management and consultancy. 

Christopher Engel

Christopher Engel

Austria

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Christopher Engel

Austria

Christopher Engel

MD prosam COMBERA Austria

Finished economic studies 1992, started practical experience as a sales rep; via area manager South at COMBERA Rent a sales Force and some years at SONY, in 2003 became MD at prosam Marktservice  in Austria. Our vision is our success.

Mihaela Soydemir

Mihaela Soydemir

Turkey

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Mihaela Soydemir

Turkey

Mihaela Soydemir

Business Development Manager at MAPP Merchandising Group, Turkey

educated in economics, finance and accounting, 8 years of experience in project management working within the Romanian group of agencies, in 2014 moved to Istanbul and started at MAPP.

Christoffer Berg

Christoffer Berg

Norway

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Christoffer Berg

Norway

Christoffer Berg

MD Retail House Norway

Founded Retail House Norway in 1999 as a field marketing company, but have over the years positioned ourselves as the agency that best connects ATL and BTL as what we call Through the line Shopper Marketing

Martin Moström

Martin Moström

Sweden

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Martin Moström

Sweden

Martin Moström

MD Retailhouse Sweden

Became an entrepreneur in Shopper Marketing in 1999. It was the second company that I co-founded. I´m very proud to say that we have built a really strong Nordic Shopper Marketing Agency being the only one to have both the leading retailers and the leading Brands on our client list.