[ A HANDBOOK ON FMCG SALES ] 4.1.3 Merchandising Kit/Use of POSM/Visibility A typical Merchandising Kit is illustrated in the figure below: Fig.4.1.3.A Merchandising Kit consists of tools for creating better visibility in the Market. There are tools like scissors, sketch pens, scotch tape, marker, nails, drawing pens, thread ball, pasting gum, etc. The POSM (Point of Sales Material) normally used consists of posters, danglers, shelf tape, stickers, banners, dispensers etc. The Sales person is expected to carry these to the market and extensively use them for market visibility. Market Visibility is an important way of driving purchase from the outlet. The frontline sales person is responsible for making sure that his products are placed at eye level in the most visible areas of the shop. He is also responsible for implementing schemes like “Shelf Visibility” paid and unpaid. 21
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