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Discuss this article (1 Comments)Sustainable approach
by ArabianBusiness.com staff writer on Tuesday, 22 July 2008
zoomULLATTIL: Choithram was recently appointed as the distributor of confectionery giant Perfetti Van Melle.
The UAE’s T. Choithram & Sons has spent more than 30 years building itself into one of the strongest brand ambassadors in the region.
As one of the top five preferred vendors to major multiples, hypermarkets and retailers, T. Choithram & Sons' 102-strong team is supported by 130 dedicated vehicles and facilities in Dubai, Abu Dhabi and Al Ain.
"This enables Choithram to reach 88% of the UAE market. Indeed for key value products such as evaporated milk, our market penetration exceeds 95%" reveals sales and marketing manager Haridas Ullattil.
A competent distributor should provide quality service to all required channels of business and alue-added benefits.
"The distribution side is a totally separate entity and we distribute more than 60 multinational brands to more than 10,000 outlets in the UAE, as we have instilled loyalty among our principals."
Since its inception in 1975, the distribution heavyweight has looked towards "recasting itself for tomorrow whilst participating in today's vibrancy," he says, in a bid to keep up with "the impressive and cosmic pace" of the region's retail developments.
"With the sprouting of more new retail players, we welcome this as an opportunity to reinforce our platform to service them efficiently. Understanding this landscape, we have enhanced our sales and marketing acumen with strategic focus on distribution, brand building and customer relationships and 2008 has been marked by an increase in our logistics footprint with enhancements in our cold chain." he says.
The company has engineered strong business partnerships with the modern trade for brand building and business development activities.
"Many of the brands have been with us for years. The principals are happy they have grown with us and now want to grow with us in other markets including India."
The Dubai-headquartered distributor has a concerted interest in marketing new products at supermarkets, the modern trade, grocery shops, convenience stores, forecourt retailers, and across all of the channels.
"Brands are our passion, conducting ATL and BTL activities for our power brands is our forte. We test products before launching universally and our IT system provides the vital feedback, supporting qualitative analysis and tailor-made promotional activities," he says.
Heightening its reputation for offering a strong line of European brands, T. Choithram & Sons' spearheads the growth of Weetabix and was recently named as the exclusive UAE agent for Perfetti Van Melle, a privately owned company that produces and distributes candies and chewing gums in more than 130 countries worldwide.
"We are very selective in choosing what we represent. We make sure the brands have a benefit to consumers without compromising on quality."
BIG DEAL: Perfetti agent
T. Choithram & Sons was recently named as the exclusive UAE agent for Perfetti Van Melle, a privately owned company that produces and distributes candies and chewing gums in more than 130 countries worldwide.
The company was established in March 2001 through the merger of Perfetti S.p.A. and Van Melle. In July 2006, the group acquired the Spanish company Chupa Chups, strengthening its positioning as the third largest confectionery group in the world.
It is now the third largest confectionery group in the world, and the first to be present in the main Asian markets, employing more than 14,000 people and operating 32 companies. Its brands include Mentos, Fruittella and Smint.
T. Choithram & Sons was recently named as the exclusive UAE agent for Perfetti Van Melle, a privately owned company that produces and distributes candies and chewing gums in more than 130 countries worldwide.
The company was established in March 2001 through the merger of Perfetti S.p.A. and Van Melle. In July 2006, the group acquired the Spanish company Chupa Chups, strengthening its positioning as the third largest confectionery group in the world.
It is now the third largest confectionery group in the world, and the first to be present in the main Asian markets, employing more than 14,000 people and operating 32 companies. Its brands include Mentos, Fruittella and Smint.
READERS' COMMENTS
Disclaimer: The views expressed here by our readers are not necessarily shared by ArabianBusiness.com or its employees.
POOR MARKETING, PROMOTIONS, AMBIANCE
Posted by RAJENDRA ANEJA, DUBAI, UAE on Wednesday 23 July 2008 at 14:22 UAE time
Choithram's overall marketing, promotions, ambiance, zest and energy is rather poor. Unless they revamp, they will be reduced to neighbourhood corner stores. Unless they wake up and professionalise, competition will wipe this chain out.
Posted by RAJENDRA ANEJA, DUBAI, UAE on Wednesday 23 July 2008 at 14:22 UAE time
Choithram's overall marketing, promotions, ambiance, zest and energy is rather poor. Unless they revamp, they will be reduced to neighbourhood corner stores. Unless they wake up and professionalise, competition will wipe this chain out.
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