Dircom, Morocco : Direct marketing, communication, promotion, diffusion of consumer products.

The Retailers Panel

DIRCOM spearheads a data gathering mechanism, geared to the actual distribution network, appropriate to the Moroccan market : The retailers Panel.

Objectives

The principle of the Panel is to give information and support initiatives to industries demonstrating committable use of the retailers distribution network, on product or group of products in the network, to maximise cost effectiveness. Five major data models could be gathered :

	Products availability at the selling points
	Level of sales to customers
	Retailers' purchases
	Retailers' stock
	Purchase rates

The display of data helps gain insights into important questions to be asked and helps formulate appropriate marketing strategy that ought likewise to be taken into account.
Further sales marketing related data could be provided at customers request.

Methodological principle

A data collection is based on a representative and permanent sample from the distribution network, the latter tends to depend on geographical sites :

	Urban and semi-urban areas : supermarket and larger stores, medium size stores and grocer's shops.
	Rural areas : weekly souks and rural shops.

The Panel's sample represents urban, semi-urban and rural areas and is estimated at 998 vending points.
Data collecting is carried out monthly according to customers requirements.

Statistical proceedings

The data is collected expeditiously and thoroughly, and is genuinely used to extrapolate results over the distribution network with a view to summarizing the results and estimating suitable parameters.
The network is known and maintained by regular inventory covering all areas in the country (North, south, Atlantic front, inner region).

Results layout

Obviously market data base models cannot be set up on purely statistical grounds, but will embody any market knowledge available before data are collected.
The results are submitted in report or gross data. The operation is ongoing, two kinds of collaboration are possible :

	Yearly subscription on the basis of 6 reports
	A specific report : explained and analyzed data, placing emphasis on market tendencies, helping companies integrate the best sale practices.

For further details, please contact : DIRCOM - Market research department.

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