"Category captain" is a concept which identifies a company that sets standards in its own product category. This applies to the level of new product solutions as well as the way they are displayed.

Belvedere’s trade marketing department has proved that being a luxury brand is not only about the product but also its exposition, which is supposed to support such positioning.

In the scope of supporting its novelty “darkmilk”, Milka introduced a highly modern POSM "in-store theatre" set, which consists of a topper, shelf liners, dividers, a floor sticker and is also backlighted.

Communication with the customer is very important for all producers.

Hence LCD screens sometimes appear next to expositions. The idea is perfect, combining the product, communication, point of sale and the shopper in one place.

In building the strength of brands and individual products, manufacturers are fighting for the best exposition in shops.

Promotional expositions play a key role here. Unfortunately, they are associated with high costs, e.g. for space and POSM production. An additional risk is the quality of the actual exposition in the shop. The solution is cardboard stands, which are often pre-stocked and guarantee integrated communication.