(posted June 8, 2011)
Growing in Excellence
Asiapro’s Retail Merchandising Program (RMP)

by Kareen Bolanos


Coordinators huddle to pose with the training facilitator, Mr. Jun Dela Cruz (first from left), before the field application activity at the Robinson’s Pioneer Supermarket.


Coordinator Gerrome Santiangco listens intently as Mr. Jun Dela Cruz explains the product display with Ariel Piliotas of MSP smiling in agreement.


Members Ariel Melanio, Emmanuelle Reyes and Arnel Adto plots the product displays as part of group’s case study analysis.

  Embarking on its standard merchandising program, Asiapro Cooperative recently launched the second batch of its Retail Merchandising Program (RMP) spearheaded by the Merchandising & Quick Service (MQS) and the Manufacturing & Special Projects (MSP) teams of coordinators as participants. Current practices in the retail industry highlighted the program as Asiapro coordinators for our fast moving consumer goods (FMSG) clients undertook sessions on planograms and promotions, product availability and visibility, performance standards and field application. Supervision, coaching and role clarification among merchandisers were also stressed as additional administrative functions for coordinators.

Lecture discussions plus customized methodologies were facilitated by Mr. Juan Dela Cruz, an expert and training consultant in retail merchandising through his years of experience with Unilever. Actual photos and samples of product displays and point of sale materials were used to illustrate current practices and influences in the merchandising field.

The day culminated with a field activity as coordinators eagerly went to Robinson’s Pioneer Supermarket to carry out a case study on product displays. Coordinators were expected to analyze and recommend further improvements for several products in order to generate higher sales.

The two-day event ended with the awarding of special prizes to teams which garnered the highest points in the activities and presentations. Special awards were given to male and female model coordinators who were highly participative during the entire program.