Wiktor Miałkowski

Wiktor Miałkowski
A manager with unique trade marketing and sales expertise. Very positive and target oriented person with very good interpersonal skills. More than 20 years of business experience, combining producers and retailers firms, confirmed by achieved results. Team management experience in leading up to 100 persons teams. Apart from the core business, an active coach and mentor, trainer in sales, management and coaching skills (e.g. Mars, Henkel, Kompania Piwowarska, Bic, Atlas).
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Recent Posts

Coca Cola Energy in-store activation

02 June 2020

In 2019 Coca Cola introduced something new on the energy drinks market under its own umbrella brand.

This year, their presence in shops is strengthened with interesting stands for canned drinks, which allow the exposition to go beyond the drinks category. It increases the number of potential connections with shoppers and additionally hits their target through expositions of complementary categories.

TAGI: cocacola, ProDisplay, InStoreActivation

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In-store POSM communication activation

28 May 2020

An interesting comparison of 2 different approaches to consumer communication on “ready to sell” packaging.

The Milka version probably reflects the effect of cost optimization by creating universal packaging, produced on a large scale. The Wawel version, on the other hand, is an approach focusing on maximizing brand communication at the point of sale, and is perhaps even a little too fragmented.

TAGI: ProDisplay, InStoreActivation, wawel, milka

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Premiumization of household chemicals

26 May 2020

Amber extract, Boutique collection and window cleaner?

An interesting example of marketing brand positioning in the premium segment – an interesting and catchy idea with amber, clear graphics and a black POSM background.

TAGI: ProDisplay, storeactivation, sidolux

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In-store execution quality

21 May 2020

1 exposition, 3 brands?

While multi-brand expositions sometimes occur, in this particular situation shoppers saw the end of 3 different promotions located on 1 cardboard stand. Even worse, the Bahlsen stand was supposed to support 2 limited edition SKUs, which can be seen at the communication level (very interestingly).

TAGI: PhotoRecognition, ProDisplay, InStoreActivation, ferrero, bahlsen

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What was Desperados’ POSM idea?

19 May 2020

A promotional exposition like many others - there is a product, there is POSM, but the communication to the client is barely visible.

Also, while walking along the aisles, the shopper will only see white surfaces.

Either the stand has been installed inside out and what was supposed to have been communicated from afar was left inside, or the idea was as can be seen, but the communication has been placed too low and is covered by the product.

TAGI: ProDisplay, InStoreActivation, desperados

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