Penta Associates General Trading LLC

About Us

Penta Associates is a company that spans the globe, providing Brand strategies that work. We focus purely on Brand Management! The business idea is to form a team of C-Level executives from FMCG industry and skills who offer themselves as an outsourced project team to solve Brands challenges in a quick and practical manner. Our clients may be classical FMCG Brand owners & Distributors or multi- channel operators, we provide strategic advice and guidance based on their requirements:

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Our Service

Target market(s) analysis of sales and market share potential for the brand‘s product categories.
Route-to-market options evaluation, including marketing investment assessment needed.
Brand (re-) positioning strategy, including size of range, pack sizes, product attributes required for success and marketing messages needed.
Creation of distribution channels and necessary geographical coverage.
Creation of a 5-years Distribution plan for the FMCG brand development, including sales performance, cost and time estimation of the investment, risk assessment at the various development stages.
Production efficiency including logistics and supply chain strategies to meet the needs of customers within specific markets.
Introductions to distributers or buyers teams of. Including advice on which negotiation features particular distributors tend to priorities.

Route-to-Market for FMCG Brands

Our route-to-market services cover the challenges of placing your FMCG brand in new sales channels or territories!

FMCG Marketing and Brand Building

Is your FMCG marketing not working? Do you want to build your brand into a stronger position?

FMCG Private Label Development

You need a private label development to optimize your production capacity? You need a private label concept

Route-to-Market for FMCG Brands

Our route-to-market services cover the challenges of placing your FMCG brand in new sales channels or territories! How to define your brand’s best possible route-to-market for new geographies is a service provided by Penta Associates! We use a combination of evaluation analysis of your current product portfolio performance and overlay this on new markets. We can predict the position your brand should achieve together with an outlook for the future by analyzing trends across comparative markets. We have created a significant database to be able to calculate what market shares any new product should be able to achieve, Penta’s senior partners‘ experience can identify what challenges are likely to be presented by competitor brands trying to defend their market share. We normally are asked to create a business plan to assess risk and reward for financing a new market entry.

FMCG Marketing and Brand Building

Is your FMCG marketing not working? Do you want to build your brand into a stronger position?
Successful retailing requires a relevant and attention grabbing marketing programme. Creating an effective communication to the target customers is not as easy as large successful FMCG brands make it look!
Having performed projects for retailers coming from various branches, geographies and market conditions, we have a good feel for what makes a successful marketing and brand building strategy.
We have deliberately recruited partners with proven FMCG experience from top FMCG companies, this has been useful when creating programs for retailers. This of course means we are in a position to support FMCG brand owners as well. With so much consolidation having taken place in the last 20 years in modern saturated retail markets, Penta Associates is particularly experienced at creating or supporting strategies designed to get your products listed for particular large retailers. This can be very important, as it can be a real problem to miss out on a 20% plus portion of a large market, because your brand is not on the shelves of a specific retailer, or maybe the retailer’s private label is performing the role your brand used to.
Penta Associates can offer you an answer to these challenges with the following support:
Target market(s) analysis for the brand‘s products and categories
Competitor analysis
Private label manufacturing expertise
Brand re-positioning into a stronger sphere
Evaluation analysis of current portfolio and likely sales trajectory
Additional assortment needs necessary to compete
Pricing strategy including promotion strategy
5-years marketing plan, incl. marketing tools necessary to achieve the sales and market share targets including: PR, advertising spend, POS, packaging size and appearance, internet presence,
Sales force organizational structure

FMCG Private Label Development

You need a private label development to optimize your production capacity? You need a private label concept to enter the discounter’s world?
Caused by the growth of the discounting in recent years throughout the world, manufacturers often face a dilemma of either developing the manufacturer’s brand or producing a private label product to be successful for a specific retailer.
The principle point generally is: if your product is relatively easy to copy, then expect a significant number of private label alternatives to be available for a retailer to choose from. Even if the product itself is easy to copy, then your cost of sourcing and/or production becomes the critical point! Due to our substantial retail knowledge and some of our partners coming from a food production background, we can support manufacturers in this key area of designing a way towards success.
If your product or product quality is difficult to copy, then generally it is wise to stay away from private label! Short-term rewards can sometimes look attractive, but we have the experience that thinking through a long-term perspective can be the right thing to do. FRC is strong in being heard in boardrooms, pointing out the advantages and risks of either staying firmly as a brand, or entering the world of private label manufacturing. We also can tell the story from the end consumer’s perspective and help manufacturers understand better the retailer and customers’ needs. Foley Retail Consulting offers the following services:
Target market(s) analysis for the brand‘s product categories including private label sector within the category
Competition analysis
Brand quality and private label price positioning
Evaluation of current portfolio
New product development
Private label development (how you can still own the brand/products!)
Business plan for private label development
Cost of production analysis and benchmarking

Our Purpose

Our purpose is to enrich and nourish the lives of all Brand, Distributor and Trade Partners as well as Shoppers and Consumers For us every day provides a new opportunity to live our Vision, Values and Purpose. Being mindful of this, helps us create an environment which works as a catalyst for pushing boundaries to protect the interests of sustainable growth, quality, and value needs of all partners and shoppers alike and bring out the best in everyone everywhere. This consciousness sets us apart in what we do.

Our Values

Our Values guide the way we work with our business partners, shoppers consumers and each other Through these values, we have nurtured and created a culture where people can thrive on the welcoming environment for fresh ideas to serve our purpose every day.

Integrity, Respect & Ethics

We commit to integrity, Respect for all and to follow our business Ethics in everything we do as individuals and as a Company
We respect and value every individual irrespective of their Gender, Ethnicity, Colour, Caste, Creed or Religion.
We always look at the brighter side of life and believe in the purpose of having two ears to listen and one mouth to speak

Accountability & Responsibility

We take personal responsibility & Accountability on the actions we take
We will always be part of the solution, not the problem
We believe in team work and collective decisions and stick to decisions once made
We always keep promises and commitments made.

Passion, Humility & Simplicity

We are passionate about our Brands, Partners & interests of our shoppers
We inculcate a positive vibe to be spread all around us
We are hungry to learn and have the humility to be curious to learn from all
We seek and provide honest feedbacks
We learn from our successes and mistakes alike.
We always strive to simplify our processes, procedures and overall lives
We are always hungry for success and we always celebrate together to fuel us for more

Ethics & Culture

Our well documented Ethics and Values protect our commitment to integrity. This forms the basis of our ethical business practices and provides the guidance to all our stakeholders and employees and sets standards on how we conduct our day to day business. Our Ethics and values help us to act decisively in a way that is legal, ethical and responsible. It enables us to better connect, collaborate and compete with credibility in the modern business environment. We inculcate a performance culture among all our employees across functions. We expect our spirit and passion, Coupled with our strict norms around our performance culture, evaluation methods & KPIs set for multiple internal functions, to positively influence and encourage our partners to align, along our walk together to progress

Our Vision

“Be the most trusted business partner of choice, providing efficient and effective world class Route To Market Solutions to Brands and Distributors in all markets we represent”

Our Mission

Work together and provide world class Route To Market & Growth solutions to all Brand & Distributor partners, while ensuring every day value and Quality needs of Shoppers and Consumers of all brands and markets we represent.

Our Leadership team

Our Leadership team consists of people with rich experience from Global FMCG Giants, across functions ranging from Brand & Shopper Marketing to Business Development, Finance, Supply Chain, Production and Customer Management, in the Europe, Middle East, and Asia Pacific regions. Our team also has proven entrepreneurial skills gained from the Middle East region, which helps us strike the right balance when it comes to taking realistic perspectives followed by decisions on dynamic business scenarios. Our leadership team, with very diverse experiences, but united and committed under our common Vision, Purpose, Values and Goal, is our key asset which helps us be the Partner of choice for our Brands and Distributors, as we understand their needs and concerns across all Management functions and we do understand the FMCG business dynamics existing among Countries, Customers and Trade Channels within Europe, Middle East & Asia Pacific regions which helps us choose our Brand and Distributor partners as well as suggest the right business decisions for our partners so chosen

Doing Business with us

The categories we claim expertise in are primarily Fast Moving Consumer Goods under Food & Non Food categories. We work with an ever increasing number of Brands from around the world and Distributors across Middle East & Asia Pacific region. Each of them play an important role in helping us live our vision, Purpose and Values every day. Right from the Brand and Distributor selection process and throughout the lifespan of the brand under our support umbrella, we rely on healthy relationships between all our partners to sustain mutual benefits. We believe in Team Work, be it internally among employees or with our partners. Non of them will never be alone in the common pursuit of success while living our every day Values, Purpose and Vision for the partnership Click on the respective links to know more about our Brands and Distributor selection processes. Alternatively you may choose to contact us to gain an extensive understanding on the entire selection and nurturing process we follow.