Advertise with fastmoving.co.za
 
 

Kim Herscovitz
Kim Herscovitz

Shopper-centric Marketing Takes Centre Stage at ACDOCOSA

BRAND ACTIVITY

Issued by PR Expert on behalf of ACDOCOSA - Nov 5th 2014, 10:49

In line with ACDOCO South Africa’s (ACDOCOSA) investment and repositioning as the first shopper-centric Consumer Packaged Goods (CPG) brand-custodian distributor in Africa, the company has appointed Kim Herscovitz as its head of Shopper & Retail Marketing.

Currently Shopper Marketing departments straddle between sales and marketing securing funding and reporting to both or either. To support ACDOCOSA’s differentiated positioning the Shopper Marketing department has taken the lead with consumer marketing and brand sales falling under Herscovitz.

“Traditionally where boards or senior leadership teams were led by sales and/or marketing, ACDOCOSA’s front-end leadership team comprises of Shopper, Customer and Merchandising heads, no traditional sales, or marketing representation on the top-level,” explains Herscovitz, who previously spearheaded the marketing for brands such as Paul Mitchell, Canderel, Duracell, Old Spice and more in South Africa.

“My transition to a shopper-centric marketing approach started over seven years ago. With the majority of brand decisions being influenced at store, our portfolios consistently outperformed the market and respective categories both locally and internationally. It was never an easy or time efficient journey to get marketing and sales shopper alignment but the effort mostly always delivered unparalleled dividends.”

Herscovitz confirms that better alignment and processes could have reduced turnaround times thus opening more opportunities for even more growth. It was from this experience that she helped set the new operating strategy where the customer, shopper and merchandising & trade marketing heads pool in-market investment and have to jointly agree on all initiatives.

“This approach offers consumer, shopper, and channel congruency in addition to superior in-store compliance, reduced wastage and much higher returns versus the industry average,” she explains.

Chair of ACDOCOSA’s holding company in the United Kingdom, Brandon Pilling concludes, “Kim brings a wealth of experience having worked on many leading multi-national brands, but key is her depth of experience and knowledge on the shopper marketing side which continues to be a revered skill set both locally and internationally”. 

Related Activity

Tiso Blackstar achieves level 1 B-BBEE contributor status13
NOV
Tiso Blackstar achieves level 1 B-BBEE contributor status
Tiso Blackstar is pleased to announce that the Blackstar Holding Group (BHG) has successfully achieved a level 1 B-BBEE contributor status (from a level 2 in the prior year), in accordance with the Department of Trade and Industry’s B-BBEE Codes of Good Practice.
Fitch & Leedes launches sensational new Blue Tonic08
NOV
Fitch & Leedes launches sensational new Blue Tonic
Fitch & Leedes Blue Tonic, the new blue-blooded mixer from Chill Beverages International (Pty) Ltd, transforms every G&T or vodka into a sensory indulgence.
Red Bull® launches refreshing Red Bull The Summer Edition Coconut & Berry flavour30
OCT
Red Bull® launches refreshing Red Bull The Summer Edition Coconut & Berry flavour
Red Bull The Summer Edition Coconut & Berry has launched in SA for a limited time only.
NRF introduces new B-Complex fizzy– daily energy boost18
OCT
NRF introduces new B-Complex fizzy– daily energy boost
NRF B-Complex fizzy is a cranberry flavoured effervescent tablet with antioxidants which helps to boost energy effectively and prevent that frequent afternoon slump. Each tablet should be taken daily in half a glass of water.

Try these recipes

Chocolate Peanut Butter Mousse Tart 09
NOV
Chocolate Peanut Butter Mousse Tart
Peanut butter and chocolate make the perfect combination in this decadent mousse tart made with Nutella, cream cheese, smooth peanut butter, vanilla and more.
Honeyed Crunchy Stone Fruit and Goat's Cheese Salad09
NOV
Honeyed Crunchy Stone Fruit and Goat's Cheese Salad
Make the best of summer produce.
Black Garlic Chicken Stir-Fry02
NOV
Black Garlic Chicken Stir-Fry
Black garlic gives this classic stir-fry an umami update.
Peppermint Crisp Ice-Cream Tart02
NOV
Peppermint Crisp Ice-Cream Tart
A South African classic gets a summer makeover.

Related News

Egypt lifts SA fresh goods ban as listeriosis threat subsides
20/09/2018 - 14:32
The department of agriculture, forestry and fisheries says Egypt's government has lifted its temporary suspension of fresh fruits and vegetable imports from South Africa, which stood as a precaution to prevent the spread of listeriosis there.

Foreword for Sowetan/Sunday World National Stokvel Survey
31/07/2018 - 13:17
Ubuntu is one of those uniquely African concepts that, for many, define what it means to be South African. A beautiful word that exemplifies a philosophy of caring for the welfare of every individual in a community – that special acknowledgement that “I am because we are.” Ubuntu is a spirit that ignites people to work together, for the benefit of all.

Japanese now upbeat about deals with SA
15/05/2018 - 09:42
Trade officials from Japan, who previously had felt sidelined under the Jacob Zuma administration, are in a more buoyant mood, believing that relations with SA have entered a new chapter.

Falling exports take their toll on SA’s current account deficit
09/12/2016 - 12:07
SA’s current account deficit widened more than expected in the third quarter, as the value and volume of exports fell amid weaker output data from the productive sectors of the economy.

Retailers make inroads into the African market
01/12/2016 - 09:17
While African economies have suffered some setbacks as a result of a weakened global economy, the continent is still attractive in the long term.