#MRM
MRM
6 BLOCKS OF MARKET REPEATABLE MODEL (MRM)
Oliver Kutz, General
Manager, Russia and
Central Asia Cluster:
“In recent years, the
tobacco market in Russia
and Central Asia has undergone major
changes. Key Accounts are growing –
they have a limited assortment and shelf
space. Advertising and display bans
were introduced and retailers are now
playing a stronger role in recommending
our products to consumers. Consumer
preferences have also changed – they are
now switching to international brands
offering optimal value for money.”
IN ORDER TO REMAIN EFFECTIVE AND DEVELOP OUR
POTENTIAL IN SUCH A RAPIDLY-CHANGING ENVIRONMENT,
THE GROUP IN CLOSE COOPERATION WITH THE MARKETS
HAS DEVELOPED A SPECIAL INSTRUMENT – THE MARKET
REPEATABLE MODEL (MRM)
The new industrial reality, rapid market changes and more
frequent initiatives of the regulator dictate to Imperial the
need for transformation. Our task in the current environment
is to demonstrate flexibility and to be able to react to these
changes promptly in order to remain competitive and
continue to increase our market share.
To help us remain effective and develop our potential in
such a rapidly-changing environment, the Group in close
cooperation with the markets has developed a special
instrument for us the Market Repeatable Model (MRM),
which consists of 6 blocks. Let us consider the model together from beginning to
end. It will help each of us to determine our roles.
MRM represents our new way of working as
we have experienced that Imperial markets
perform very successfully when they take into
consideration the six blocks of the MRM wheel. Martin Chromy, Head of Sales and Marketing
operations: "We want and need to learn and
improve. By every action, every day. Therefore,
we should push forward what works best and
take immediate actions to improve what doesn’t.
We need to find new and more efficient ways to do
things to achieve better results."
We all have our own roles in achieving our
company’s strategic goal – increasing the market share.
The Империалист | | 4