Background
The profitability in the DVD product line has decreased mainly due to:
![](images/bullet2.gif) |
Increase in royalties charged by the majors. |
![](images/bullet2.gif) |
Some majors by-passing the publisher in the kiosk channel. |
![](images/bullet2.gif) |
New competitors positioned on low prices at the kiosk. |
![](images/bullet2.gif) |
Increase of above-the-line communication rates. |
Valoris role
Definition and implementation of a new strategy for the DVD product line based on channel marketing:
![](images/bullet2.gif) |
Implementation of POP (point of promotion) materials in the best POS. |
![](images/bullet2.gif) |
Implementation of a merchants service with a sale force automation solution (the merchants visit the best kiosks on a weekly basis). |
![](images/bullet2.gif) |
Redefinition of the communication policy, positioning the static communication as a corner-stone of the strategy. |
Results
![](images/bullet2.gif) |
Outstanding ROI has been proven. |
![](images/bullet2.gif) |
Improvement of the bargaining power with the majors for product sourcing and copy-rights. |
![](images/bullet2.gif) |
Improvement of the relationship with the channel. |
|
|