Portfolio Management

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  • The Marketforce account is handled by the International Liaison Manager, together with a dedicated Portfolio Manager and two Product Managers.
  • The Portfolio Manager has the following responsibilities (always in conjunction with the International Liaison Manager):
    • Planning
      1. Establish allocation and distribution strategies.
      2. Identify and monitor retail footprint and explore promotional opportunities.
      3. Agree performance targets and efficiencies with the MF representative.
      4. Advise and manage print orders.
      5. Always act on behalf of the publisher.
    • Implementation
      1. Liaise with the RNA marketing department to manage retail listings.
      2. Liaise with the RNA promotions department to arrange retail promotions.
      3. Work with product managers to ensure the correct allocations process.
    • Monitoring and Communication
      1. Monitoring and reporting sales performances to publishers and product managers, and adjusting strategies accordingly.
      2. Maintain clear and regular communication with the Marketforce representative and / or publisher to ensure expectations are met.
  • RNA developed a unique planning and forecasting tool, customised for the South African market, based on the British DNAP system. The system allocates copies per issue to a pre-determined group of agents (based n profile and listings acquired) to achieve performance goals and efficiency targets while maximising the sales effort.
  • Forecasts are calculated using specifically designed system parameters and principles, a series of agreed constraints and the individual agent’s performance over six historical issues.
  • The DNAP software is reviewed and tested with the developers on an annual basis to ensure allocation methodologies and parameter are current and accurate.
  • DNAP offers two allocation methodologies, a top down or bottom up approach. The first requires a predetermined print order which is then spread amongst a group of outlets; the second works on either a required availability or wastage rate. Both are equally effective and allows for comparative tests to determine or confirm print orders.
  • The Product Managers’ responsibilities are:
    1. Allocating all copies of the negotiated print order according to agreed strategies ensuring good coverage of the potential market, but mindful of not over- or undersupplying outlets. (Allocations are done utilising  RNA’s own product management system MAGMA, together with DNAP.)
    2. Allocations are done according to the sales history of the title, or in the case of a new title, the history of a similar title in the category. However, new outlets are canvassed on an on going basis to make sure the footprint covers potentially lucrative selling points.
    3. Allocations are always done with promotions, seasonality or special events in mind.
    4. On sale dates are monitored carefully to compensate for late shipments.
    5. On and off sale information is put together on a weekly basis and sent to all retailers. This makes it easier for retailers like C N A, stocking a vast number of titles, to keep track of new issues are landing on shelf and assists in the alleviation of late returns. The list also goes to the RNA DC’s with clear instructions regarding the finishing of imported products.
    6. The Product Managers work closely with the Portfolio Manager to establish print orders and share sales trends.