The Asia-Pacific FMCG industry re-entered a period of growth in 2021. According to research, the Asia- Pacific FMCG logistics market is expected to exhibit a CAGR of nearly 5.5 percent during 2022-2027. Reaching out to suppliers, managing supplies, managing inventory, accounting for claims, and scheduling visits are several factors that consumer goods companies and FMCG must take care of when it comes to distribution management. Additionally, emerging markets are versatile and extensive, combined with thousands of distributors dealing with millions of retailers, creating billions of potential transactions.
FMCG companies today need to constantly keep an eye on a distribution network of vast magnitude while juggling multiple channel partners for supervision. To plan their go-to-market strategy, FMCG and consumer goods companies need complete visibility into secondary sales execution, with accurate data regarding inventory and use of schemes and offers. Sensing the same, SAT Global – a leading trading and distribution firm – emerged as a niche player with a knack for taking your business to new heights.
About SAT Global
Debuted in 2020, the UAE based company’s proven mettle lies in the FMCG industry that enables UAE or GCC market entry and expansion. Be it an upcoming, new, or established brand, the company helps optimize its operating model, defining a clear commercial, route-to-market, and promotional strategy along with organizational planning. “We initially began as a Dubai-based brand consulting company and served as a bridge between brands and retailers. The problem arose when the listed brands in the retailer intended to increase their market penetration, but as they were listed with the retailer on their own, they lack the support of distribution partner for market expansion. Thus, a seedling of the idea of starting a distribution company in Dubai took place. Rather than acting as a brand consultant,
we started distributing the products in the UAE region. Lal Qilla Basmati Rice, an Indian brand, was the first brand whose distribution began in October 2020”, says Nikki Preetam, Managing Director of SAT Global.
Within a short time, the company acquired exclusive distribution rights for foreign and local brands in the UAE region for several top brands, including Bambino, Conscious Food, Borderfields Oils, Wingreens Farms, and Camelicious and SAMHA chocolates. Additionally, SAT Global started working on developing the world food categories with acquisition of the distribution rights for various Korean brands, including Desang, O Food, Jonnga and Brunei Halal Foods, to name a few. In 2022, as the brand expansion was underway, SAT Global changed its course.
The company provides distribution solutions for business expansion in the UAE or GCC regions through in-market retail and HORECA distribution. It also helps local or GCC brands en route to market, growth, and distribution in foreign markets through its distributing partners. Also, in the last three months, SAT Global established a private label under the Soul Platter name, a brand which deals in staple category of FMCG goods including Oils, Flour, Sugar and Spices with aim of providing the quality product to consumer at value proposition.
In addition to this, it has plans to enter manufacturing of renowned international brands through JV in India by Q2 2023. “With increasing COGS and LOGS, bringing efficiency in the distribution of products in the modern trade and other channels is our primary concern. We have assigned and designated certain distribution partners who in turn handle the channel’s distribution lowering the cost of distribution. Our company is registered in Ajman, and we have an in-house team that handles merchandising, sales, and accounts & financing in Dubai”, she adds. In a changing landscape, SAT Global meets its consumers’ needs by understanding the true value of innovation. The company leaves no stone unturned in driving innovation.
SAT Global’s Distribution Model
SAT global wants to act as a brand building partner instead of the typical distributor for which it carefully plans and strategize brand distribution and expansion into UAE, GCC, or foreign markets through analytics and data. Data plays and important role in designing and finalizing the route to market strategy’s, the company helps with product or brand evaluation, product label design & approvals, government approvals & registrations, commercial planning, pricing strategy, and route-to-market strategy required for successful launch. With increasing market entry costs, it also helps identification & selection of optimum distribution channels and retailers helping the brands to minimize the market entry costs and it also helps the brand to grow further due to phased and focused approach.
SAT Global directly handles the distribution with the TOP Retailers and has Sub distributor network to manage and expand the other relevant distribution channels. For SAT Global to reach the brand goals visibility, share of shelf and marketing plays and important role, and continuously focuses on maximizing the brand and product by maintaining the strict merchandising standards, ATL/BTL activations support, robust online marketing plan, trade shows & exhibitions, and collaborating with influencers. At last, the company works closely with its partner to maximize return on its investment.
Seeing Employees as Assets, Not Cost
Unlike many companies that treat their employees as another expense, SAT Global sees its people as valuable assets. Respect for each employee is the cornerstone of the company’s business code of conduct. It adopts various innovative ways to attract and retain them. With a talented pool of 50+ employees, SAT Global invests in the success of each employee regardless of their entry level. “Our team is the only reason we can achieve any desired outcomes. I firmly believe that a good team can perform and achieve results only when they are happy and satisfied. Therefore, we always keep our employees happy. We encourage them to prioritize their work-life balance. Additionally, we continuously promote our employees at regular intervals and always focus on skill upgradation of our employees. We want the company to grow progressively for which it is important to take care of our employee’s progress”, adds Nikki.
Future Plans
For a clear plan, SAT Global has a crystal-clear and robust mindset. In addition to strengthening its distribution network, the company wants to forge ahead by using private labels, tapping the new and developing categories in FMCG sector along with focus on developing the World Food category in Retailers. SAT Global is also expecting to make inroads in manufacturing through JV shortly. With focus on distribution and helping brands grow numerically, SAT Global will eventually transform into a parent company with several arms beneath it, including the distribution, a white label arm, a distribution arm, a brand consulting arm, and a manufacturing arm.
Nikki Preetam, Managing Director
Nikki is a Managing Director for SAT Global who currently manages partner and customer relations, along with building and planning the roadmap for the company. After nearly spending the decade working in Management and PR for Multimillion Dollar Brands in the region, Nikki knows what truly drives conversions, brand launches and growth and believes in connecting with people and business to understand the needs that builds seamless ecosystem. Nikki is a trained business coach and holds a Management degree.
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