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Multinational Entrusts us With its Market Entry Strategy into Hypermarkets

At the height of economic boom, it was near impossible for new brands to enter the UAE retail markets.

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Multinational Entrusts us With its Market Entry Strategy into Hypermarkets 1
Goals

Goals

– Lease retail space in the UAE’s top shopping malls.
– List products with hypermarkets and top retailers.

Situation

Situation

At the height of economic growth between 2005 and 2008, leasing retail space came at exorbitant costs to new brands looking to establish their presence in the UAE.

Analysis

Analysis

– It was near impossible to set meetings with procurement managers working for retailers.
– Listing and other fees were exorbitant.
– Hypermarkets and shopping malls were cherry-picking top brands that were added to their tenant mix.
– OXO was an unknown brand to UAE consumers and was facing stiff competition from more affordable labels.

Actions

Actions

– Prepared a sales pitch that leasing managers could not resist.
– Devised an incentive plan that triggered procurement managers (working for Class A retailers and Hypermarkets) to contact OXO agent instead of the other way around.
– Leased retail space in top shopping malls such as The Mall of The Emirates, Dubai Shopping Festival and Deira City Center at the height of the economic boom.
– We were able to list OXO kitchen and houseware products with all key retailers, department stores and Hypermarkets in 2 months only after our involvement.
– Sales revenues exceeded the company’s forecasts by 80% in the first year after starting operations in the UAE.
– Planned and produced a sales and marketing campaign.
– Assisted in recruiting qualified personnel.
– Pushed to establish an e-commerce platform when brick-and-mortar stores were still the norm.