The Groupe SEB subdivision was established in January 2011 to
handle the exclusive distribution rights of Groupe SEB's
Tefal, Moulinex, Rowenta and Krups range of products, after a
40-year period with another distributor. The new division comprised
an 87-strong, dedicated team of sales and marketing professionals
supported by a team of in-store promoters strategically united to
build the brand in the UAE market.
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From day one, a sales, distribution and trade marketing plan was
executed, supported by Groupe SEB's aggressive above-the-line
activity. The objective: to regain distribution and market share
across the UAE market. By focusing on the basics of sales and
distribution and agreeing an aggressive trade marketing plan with
the leading retailers in the UAE, the impact was immediate.
By December 2011 UAE sales had increased by over 30%. Market
leadership in cookware was regained and accelerated, gaining over
10% in market share. Significant market share increases were seen
in all electrical products, boosting Groupe SEB's dominance of the
market. During the commercially important Ramadan period, a wide
range of products featured in over 100 advertised promotions backed
by creative execution at store level, cementing Groupe SEB's
Ramadan leadership.
At the end of AKI's first year with Groupe SEB, at their annual
distributor conference, AKI's Groupe SEB unit was awarded "Best
in-store displays of Tefal" and importantly "4F Award" for best
forecasting and demand planning across the Middle East and Africa
region.