Building vital links in the chain McCurrach UK Ltd 74 Waterloo Street Glasgow G2 7DJ Tel: 0141 248 7596 Fax: 0141 221 7994 E-mail: info@mccurrach.co.uk Website: www.mccurach.co.uk KEY PERSONNEL Group managing director Neil McNicol Commercial director Peter Steel Sales director Perry Meek Business development director Mike Fabian Finance director Andrew Hudson Sales operation controller Mike Leonard Human resources manager Lisa Anderson KEY COMPANIES & BRANDS - Bahlsen - Barr Soft Drinks - Bestfoods - Burn Stewart Distillers - Burtons Biscuits Ltd - Campbell's - ConAgra - Eden Vale - Glanbia - Guinness - Jeyes - Kellogg's - Kerry Foods - Matthew Clark Brands - McIntosh of Dyce - Novartis Nutrition - Pasta Foods - Paulig UK - Pillsbury - Rowats - Scottish Media Newspapers - Shippams - Soreen - UDV - Van den Bergh The major driving force in brokerage will be the trend towards local decision making across all sectors, believes Peter Steel, commercial director at McCurrach UK. "All the large multiple operators have been down the road of strong central control and are now looking at how they can retain these benefits but tailor the offering to local consumer demand," he says. "They have all made real step changes in recent months and years in developing regional infrastructures and equipping store managers to make business decisions, so that they can address local needs. That presents a real issue for manufacturers who don't have the resources to interface with customers on all of these different levels." That's where he believes brokerage provides an added value link between manufacturer and customer. "In the multiple sector, for instance, we recently worked with AG Barr on a market hothousing' project where sales increases have been achieved on a regional basis by working with stores and regional managers who have the right profile for a given range. "Our philosophy is a responsible, mutual approach to developing sales for customers and principals alike ­ real win wins." A little understanding­ The company has invested heavily in its database and marketing functions to give it a full understanding of demographics and brand dynamics, and it has built a large, permanent sales team skilled in the use of these techniques. In the cash & carry sector, the ability to reach local customers with tailored promotions and category management advice will be key,says Steel. "We already run category programmes right through from research to implementing plans in store. We have a strong independent/convenience branch sales programme, which has the ability to pull product through the supply chain and offer sound category advice to the retailer." The company claims that recent work with Kellogg's in this sector drove distribution of its Nutri Grain Twist bars from 2% to 78% by helping customers understand how best to site and promote these new products. "We have always had a strong partnership element with our principals. We see ourselves as their sales force," he says. "In fact, our 90 strong field sales team is a mix of up to 45% graduates combined with more classic sales backgrounds, such as retail management, which compares well with most major manufacturers." More than a broker In the end, he says, branded manufacturers are looking for a standard of representation which compliments their image. "We see ourselves as a sales and marketing services business, rather than a broker. In other words, we offer a range of services. Our sales function includes major multiples at all levels from head office to branch, convenience stores, wholesalers, cash & carry, foodservice and hardware outlets, complimented by our 20 strong category management, market research and trade-marketing teams. To pull this all together, our clients have an appointed manager who is responsible for their account and co-ordinates between the different services we offer." Developments in e-commerce have prompted McCurrach's to make data warehousing more accessible to its principles through Web technology. Steel believes home delivery is another technology area where brokers may see some impact. "But in the end, the same issues exist ­ having the right product available in the right place at the right time, particularly where product is being delivered from local stores." {{Z SUPPLEMENTS: BROKERAGE }}