Buena Vista Expands Mosaic13 Sep, 2004 By: Erik Gruenwedel
Mosaic, a Dallas-based field sales and marketing company, has upped by two years a one-year service contract with Buena Vista Home Entertainment (BVHE).
According to Mosaic president Bill Lee, the company's goal is bringing brands to life at the “moment of truth,” or when the customer says, “I'll take it.”
“Most companies spend 98 percent of their time getting the product to the shelf; our job is to bring that vision and brand statement to life at the point of sale,” Lee said. “Our role is to ensure front-of-store compliance — a key aspect of a [title's] quick and speedy sellthrough on release date.”
In other words, Mosaic acts as BVHE's eyes and ears when it launches a title.
Mosaic representatives make sure each featured DVD release is front-and-center in the retail store, fully stocked; the correct corrugated endcap and POP display in place.
“We are an execution element,” Lee said.
In addition to reporting all over- and understocked catalog titles, and making sure mass merchants and larger chains understand the way BVHE's product should be presented, Lee said, the company might tell the studio to “shoot for” a better endcap position in future negotiations with the retailer.
“Putting [Finding] Nemo next to the horror section — maybe there is more appropriate juxtaposition for that product,” he joked.