Ongoing ranges
Recognisable families, complementary products and room to evolve over time.
Commercial programmes
Ongoing ranges, promotions and seasonal programmes.
Three different requirements managed through one operational framework covering selection, presentation, quantities, timing and availability.
Discuss the commercial window
01
Applications
The proposition changes with the commercial window.
Promotions
Product, price, display impact and quantities coordinated around programme duration.
Seasonal ranges
Theme, calendar, packaging and availability built around the occasion.
Category tests
Focused selections to measure response and potential before a wider rollout.
Scope
What needs to be aligned before launch
A successful commercial proposition depends on consistency between what reaches the shelf and the window in which it needs to sell.
- 01
Objective, period and programme duration
- 02
Products, variants and range depth
- 03
Price, perceived quality and promotional role
- 04
Packaging and display coordination
- 05
Quantities, cartons, destinations and calendar
- 06
Information and category requirements
03
How we work
Operational planning
Calendar
We work backwards from the shelf date to define each operational stage.
Proposition
We define range, variants, price and presentation.
Preparation
We align codes, pack, documents, cartons and destinations.
Delivery
We monitor progress through to the agreed distribution window.
Veltrom perspective
Timing is part of the product
In promotions and seasonal programmes, a strong proposition delivered outside its window loses value. Commercial timing is therefore considered from the brief onwards.
Commercial contact