Both Ferrero and Perfetti van Melle take great care of their product exposition in stores.

Some of their products even compete for the same shopper. When it comes to products made for children, producers try to draw kids’ attention to their products at all costs.

Due to the growing popularity of physical fitness and thus the increased number of visits to fitness centers, the value of this channel has also grown for producers.

It is a huge challenge, especially for well-known “mass market” brands, because fitness clubs are anatural space for specialist brands which offer profiled products. Usually being a niche product or brand works to their advantage. That's why a proper product exposition strengthened with the use of special forms of communication is so important in such places.

We can see the real power of producers through their promotional activities in stores. The quality of BTL communication is testament to the level of Trade Marketing, but also at the same time to the size and efficiency of the Sales Department. It is crucial that POS materials are present next to the product from the beginning to the end of the activity. It is equally important that they are updated after the end of the action.