NAME: ASMA IDREES

STD ID: 20181-24084

DATE: 24-APRIL-20
COURSE: MARKETING MANAGEMENT.
SUBMITTED TO: ADNAN BASHIR

Q. In the case of an FMCG company, how the key account management and

merchandising work together (You may consider Imtiaz Super Market).  
ANSWER:
Imtiaz is a place where all of the FMCG goods are sold and now Imtiaz has become the hub of
retailers and suppliers, supplying to Imtiaz because it holds majority of market share in the
selling of these goods. The major reason why Imtiaz has took over this huge market is their
technique of merchandising. Every brand and product are merchandized in Imtiaz and is
available and displayed in shelfs which attracts consumers and many times due to this
merchandising we end up getting many things which we don’t even need. Key account manager
is a person who is the support of customers strategically and works as a system between the
company and the retailor and creates a win-win situation. In case of Imtiaz, every brand has
associated a person in Imtiaz known as key account manager who is managing the accounts of
that brand in Imtiaz. Merchandising along with key account manager works together because
these both are the techniques of attracting consumers. When we merchandise, we attract
consumers to buy the product and then if we place a key account manager along with our shelf
that ensure to convince people to buy that product is how it works. These both work hand in
hand because many times we see products merchandised but not everything we buy so a
salesperson is important to be placed there so that he actually convinces us to buy. Key manager
is responsible for assuring the sales, the satisfaction of people associated with brand, the
behavior of people with the merchandising shelf so he also suggests tactics to improve out
things. Imtiaz’s success is only because of merchandising and every brand and company right
now wants its products to be in Imtiaz. Many companies have this strategy of associating key
account manager along with merchandising to promote their sales, growth, channel and
distributions, help in managements of accounts of the company and associate with Imtiaz.