Merchandising of the MV Group alcohol portfolio in the modern channel

Context of the partnership

MV GROUP Distribution PL is an importer and distributor of a broad portfolio of brands, operating in categories such as alcohol and FMCG, and maintaining full coverage of the Modern Trade channel. The diversity of the portfolio requires a flexible partner who can ensure both continuous execution at points of sale and periodic consumer activation campaigns.

Project goal

Ensuring a consistent presence of the client's portfolio in the modern channel and flexible support for various brands and categories depending on their current sales needs. The cooperation combines a continuous merchandising model for the alcohol category with project-based consumer campaigns carried out for the confectionery division.

How we worked

IQFM provides two complementary support models – regular merchandising service and project-based Trade Marketing.

• Merchandising
• Exposure control
• Audit and availability
• Sales animations
• Tastings

Measurable outcomes

A single cooperation model gives MV GROUP the opportunity to utilize various IQFM competencies depending on the category – from continuous control of brand presence in retail to temporary consumer activations.

The MV GROUP case demonstrates how a single partner can support a diversified client portfolio through various models – ensuring continuous execution in retail where continuity is required, and project-based activations where direct contact with the consumer is key.