POSITRONICA: Success Strategy for 2007

On March 22-25, Le Meridien Moscow Country Club hosted the second conference of POSITRONICA partners. POSITRONICA is a federal computer retailer, franchise project of MERLION, the Russian leading distributor of computer and digital products, and its dealers. The POSITRONICA -Success -Strategy -for- 2007 conference welcomed 127 owners and managers of outlets from 105 Russian cities.

The key goals of the conference were to report the first-year results (the first outlet opened on March 4, 2006 http://www.merlion.com/press-center/events/pznabchelny2006/), share views and coordinate the further growth of the first Russian federal computer retailer.

Igor Petrov, CEO of MERLION, emphasized the priority area of the retailer’s growth in the company. “MERLION expects the partners to be 100 percent involved in our joint project,” said Mr. Petrov. “Only proactive approach and coordinated efforts will help us quickly and effectively achieve the set goals of 400 outlets operating in 200 Russian cities by late 2007.”

“There are now 119 outlets in 99 Russian cities. The total sales area has risen to 236,813 sq f. The product range of computer and digital products includes more than 22,000 different items. Computers take up 38% of the total sales volume, components – 28% and hardware- 28%,” – said Vitaly Sviridov, head of POSITRONICA management team.

POSITRONICA has the same priorities for 2007 to grow its presence and advance its retailing techniques that prove the brand value. These include an extensive range of computer and digital products plus convenient shopping.

“The key retailer’s marketing tool in 2007 is national outdoor advertising. To promote the retailer we’ll also advertise more on the regional PR TV,” said Aleksey Zhuravlev, Marketing Director, MERLION. “Our focus on the most effective promotion tools can increase the brand recognition of POSITRONICA up to 80% by early 2008,” he added.

At the meeting POSITRONICA management team announced some changes in the present structure of the joint business as well as reported on new projects. These included  product matrix management, Game Zone, corporate newspaper, master franchisee training, bonus customer card and others. To enhance the cooperation with its partners MERLION established a special division within its sales business structure, POSITRONICA Sales Office. Igor Sundukov, former sales director of MERLION’s Northwest Sales Office, was appointed as its sales director.

Every day of the business conference featured a lot of round table talks and one-on-one meetings. Partners were enthusiastic about sharing their experience and also discussed some important cooperation issues with POSITRONICA management. These included effective business process management, incentives for shop assistants, regional promotion, new projects and others.

“POSITRONICA is a joint project which success depends on every proactive partner. Only when we are together and trust each other, we’ll manage to create the biggest and most efficient national computer retailer where a Russian citizen can buy hi-fi products at reasonable prices,”  said Aleksey Zhuravlev at the gala supper.