Hartziotis Trading has adopted good practices in sales and marketing for its product portfolio and managed to grow over the years in a slow but steady manner. The company’s sales are divided in two big markets, the off trade and the on trade.
The off-trade market includes all retail outlets like hypermarkets, supermarkets, convenience stores, mini markets, kiosks, wines & spirits shops etc. Hartziotis Trading was originally developed to service this market and managed to build over the years a strong national sales and distribution network. Today, the company has more than 1000 retail clients and continues to grow steadily. The majority of sales volumes are generated by big supermarket chains. Almost all products that the company imports are sold through off trade channels. Sales strategies and tactics in this market focus in in-store promotions and include various activities like price off promotions and tastings for selective products. Merchandising is of course critical for sales success and good practices are adopted nationally.
The on-trade market includes outlets like bars, restaurants, coffee shops, clubs, hotels etc. Hartziotis Trading started developing the on trade business the past 8 years with a focus in wines. Over the years more products were sold through on trade channels including alcoholic drinks (spirits, beers, liqueurs etc), water, mixers and various food products. The distribution and sales of products in the on-trade market required the adoption of a completely different approach and practice than the one used in the off-trade market. In this market the bar/restaurant owner/manager and the professionals working at any on trade outlet (i.e. bartenders, waiters), play a vital role in the sales process of any product. Personal relationships are very important and good service is key for business growth. Sales tactics, depending of course on the products and the type of outlets, include tastings, gifts offerings, competitions, price reductions, free drinks offerings and many others. Today, the company is servicing around 200 on trade outlets.