Which way to the marketplace? Robinson Young Ltd Ibson House Eastern Way Bury St Edmunds Suffolk IP31 7AB Tel: 01284 766261 Fax: 01284 701105 Key Personnel Managing directorMichael Robinson Sales director Alan Pritchett Marketing Pat ShepherdTracey ArmstrongEmma Farthing Key BRANDS Stationery: Basildon Bond, Lion Brand, Stabilo, Post-It, UHU, Pilot, Snopake, Scotch, Challenge Black 'n' Red, Cambridge, Jiffy, Energiser Healthcare: Seven Seas, Griptight, Neat Feat, Mates, Royal, Comfortcare Household: Safewrap, Marchant, Superglove, Bakewell, Scotchbrite, Scotchguard, Ramon, Look! Catering: Nupik, Caterpack, Scotchbrite, Scotchgard, Chinet, Bakewell, Insul, Polarcup Putting the sales, marketing and distribution for all your goods in one big brokerage basket can make sense for manufacturers looking to drive down the cost of non-food products. "In today's climate it is becoming increasingly less viable for a manufacturer to employ a dedicated sales force for these types of products and brokers offer the simplest and most cost-effective route," says Michael Robinson, md of specialist non-food brokers Robinson Young. And with the growth of global brands, brokers really come into their own, he says. "It is simply not economic for most brands to support a sales operation in every country across the globe, except for a small handful of huge brands. Therefore, using brokerage operations in some countries is far more realistic, particularly where there are significant differences in the way the market operates. "Often the needs of customers and the characteristics of the consumer are different and require a different approach in each country. This is where brokers have a major advantage, by providing a service tailored specifically to the market concerned using their unique expertise, usually built up over many years of marketing and selling a wide portfolio of product ranges." Combination is strength Sales director Alan Pritchett agrees that as all sectors look to reduce costs by pushing more responsibility down the supply chain, brokers can provide a level of service that a non-food manufacturer simply cannot manage alone ­ by combining sales, marketing and distribution strengths with the client's manufacturing expertise. "Meanwhile, the main benefit to customers is that they are able to purchase a wide range of (in our case) non-food products from one specialist source, with the consequential savings in administration costs. "It also means that we are able to provide more objective category management advice often making an ideal category captain because of their wider experience of each group of products." Having a sales force dedicated to one product group is becoming an increasingly expensive luxury, argues Robinson. "As markets become ever more competitive, using a broker instead of a sales force will become a key feature of the fight for survival and prosperity," he says. "And as the demands of retailers and wholesalers become increasingly complex in terms of smaller, more frequent deliveries, it's evident that the only cost effective way of achieving this is to combine a wide portfolio of products, so small quantities of any one product can be delivered as required." Internet advice Like all successful brokers, Robinson Young is keeping up with developments in e-commerce, but it's one step ahead when it comes to the ultimate in effective consumer response. "Where retailers are developing on-line services for consumers, we are advising on suitable ranges and provide marketing and promotional support to ensure that the retailer has the best mix for the target consumer," explains Robinson. Such collaboration also extends to brand partnership. "Partnerships with our customers ensure that the right brands in category management terms are in the right place at the right time and provide the consumer with what they are looking for to meet their needs," says Robinson. "We develop both branded and private label products, and work with manufacturers and customers to identify which is the most appropriate route to market for each particular product. "In each category this will usually encompass a mix of branded and private label to provide the right choice for the consumer and maximise profitability for the customer." Full service support Robinson Young provides a full brokerage service including a large national sales force with a complete sales function at all levels within the trade. Where appropriate, merchandising support and in-store back-up supplements the sales function. "In addition, we develop and manage full marketing, promotion and advertising plans for both brand and own labels alike," says Robinson. "The service is completed by providing UK warehousing, full distribution at all levels, invoicing and cash collection. "The whole package is tailored to suit the needs of both the customer and the brand owner in order to provide the most efficient and cost effective route to market." {{Z SUPPLEMENTS: BROKERAGE }}