MVM Group

Name

MVM Group

Legal name

Merchandising kompanija MVM Group Srbija

Website

https://mvmgroup.rs

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Novi Beograd

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure

Revenue model

1. Merchandising and Field Execution Services: MVM Group provides outsourced merchandising services to FMCG, banking, insurance, and pharmaceutical companies, deploying field teams to retail locations for product placement, shelf optimization, POS material installation, and promotional execution. Revenue is generated through service contracts, typically on a per-location, per-activity, or retainer basis.
2. Outsourced Sales Team Services: MVM Group provides outsourced sales representatives who find new customers, manage existing accounts, and present new products on behalf of clients, functioning as an extension of the client's sales organization.
3. Promotional Activities and POS Material Production: Organization of in-store promotional activities and production/distribution/installation/servicing of POS (point-of-sale) advertising materials, including logistics and storage services.
4. Market Research and Mystery Shopping: Market research services and mystery shopping programs to provide clients with consumer behavior insights and retail audit data across the region.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

MVM Group is a BTL (Below-the-Line) merchandising company providing outsourced field merchandising, product placement, shelf optimization, POS material production/storage/distribution, promotional activity organization, outsourced sales teams, mystery shopping, and market research for FMCG, banking, insurance, and pharmaceutical companies across Serbia and the Western Balkans. The company deploys trained field teams of merchandisers, promoters, and technicians to retail locations on behalf of brand owners, functioning as an extension of the client's sales and in-store execution organization under a unified regional service model.

Product overview

MVM Group is a BTL (Below-the-Line) merchandising company with over 18 years of experience, operating as a market leader in providing outsourcing services in the FMCG industry across Serbia, North Macedonia, Montenegro, and Bosnia and Herzegovina. The company operates under a unified service model with regional coverage ('ONE CONTACT, ENTIRE REGION'). Their core product portfolio consists of professional merchandising services across multiple verticals (FMCG, banking, insurance, pharmacy), complemented by outsourced sales team services, promotional activity organization, POS material logistics (production, storage, distribution, installation, maintenance), branding, mystery shopping, market research, inventory services, and digital signage. They also offer proprietary software (ESTEH) for field operations management. The company deploys approximately 120 merchandisers across retail locations, along with promoters, technical staff, and supervisors, all supported by integrated software tracking systems.

Differentiator

Problem solved

Functional benefit

Products and services

• Merchandising Services Professional retail execution services including product placement, shelf optimization, POS material placement, stock control, and promotional execution across modern and traditional retail formats in Serbia and the Western Balkans region, delivered via trained field merchandising teams.
• Merchandising for FMCG Specialized merchandising services for fast-moving consumer goods (FMCG) companies, ensuring products are properly positioned, visible, competitively priced, and continuously available across modern and traditional retail channels.
• Merchandising for Banks/Insurances Merchandising services tailored for financial institutions, helping banks and insurance companies optimize their retail presence and customer service points through in-branch display management and promotional material placement.
• Merchandising for Pharmacy/Medicine Specialized merchandising services for pharmaceutical and healthcare companies, ensuring proper product placement, compliance-aware visibility, and promotional material distribution in pharmacy retail environments.
• Outsourced Sales Team Services Outsourced sales team services where MVM's sales professionals find new customers, manage existing accounts, present new products, and handle all sales-related activities on behalf of the client, functioning as an extension of the client's sales organization.
• Promotional Activities Organization Organization of promotional activities within retail stores to increase sales, including promotional campaigns, in-store marketing activations, and shopper-facing brand experiences.
• Production of Promo (POS) Materials Production services for point-of-sale (POS) advertising materials, leveraging an internal database and practical experience to design and produce POS items for retail environments.
• POS Material Storage and Logistics Logistics service including 24/7 handling, control, monitoring, and securing of POS materials with electronic reporting on changes in inventory status, operated from the company's Belgrade logistics center.
• Distribution, Installation, and Maintenance of POS Materials Comprehensive distribution, installation, and servicing of POS materials across retail locations in Serbia and the Western Balkans region.
• Branding Services Space branding services including design, development of conceptual solutions, and production of branding elements for retail environments.
• Mystery Shopping Mystery shopping services with a developed and trained network of mystery shoppers operating across Serbia, Bosnia and Herzegovina, Montenegro, and North Macedonia, providing retail audit and consumer behavior data.
• Market Research Market research services providing quality information for timely and informed business decision-making for FMCG and other clients.
• Inventory Counting Services Inventory counting services for goods and fixed assets, using technical and software solutions to deliver outsourced stock-taking for retail and warehouse environments.
• Digital Signage Servicing Servicing of digital signage systems in retail environments, including both hardware and software system maintenance and support.
• ESTEH Software Proprietary software solution developed by MVM Group for merchandising operations management, field reporting, and inventory tracking across its field operations network.

Quantifiable outcome

• FMCG Summit attended by over 500 participants, with MVM Group as a sponsor for over 10 consecutive years, indicating strong industry standing.
• +1 more outcomes

Named customers16 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• Employers' Union of Serbia (Unija poslodavaca Srbije)minorOthers · 20 January 2026MVM Group became a member of the Employers' Union of Serbia, one of the most significant organizations bringing together responsible and successful companies in the country, reaffirming its commitment to improving the Serbian business environment.
• Fun & FitminorChannel Partner/ Reseller/ Distributor · 13 January 2026MVM Group entered a merchandising partnership with Fun & Fit, a health and nutrition company offering Fun&Fit, Jumbo, and abc branded products. The partnership involves providing merchandising services for Fun & Fit products across retail locations.
• Beiersdorf (Nivea)coreChannel Partner/ Reseller/ Distributor · 8 October 2024MVM Group and Beiersdorf jointly presented at the 11th FMCG Summit on how dedicated merchandising leads to increased sales in key account systems, demonstrating a collaborative partnership in the FMCG sector.
• Forma IdealeminorChannel Partner/ Reseller/ Distributor · 28 July 2022MVM Group began a merchandising partnership with Forma Ideale, the South-Eastern European furniture manufacturing leader, providing merchandising services across the entire territory of Serbia. Forma Ideale operates in approximately 80 countries with showrooms in 35 cities in Serbia.
• NestlécoreChannel Partner/ Reseller/ DistributorMVM Group has maintained a multi-year merchandising partnership with Nestlé, providing outsourced field merchandising teams across Serbia. The relationship is described as a benchmark for good practice in the territory of the Republic of Serbia, with joint annual kick-off meetings and collaborative execution.
• First Business Association (Prvo poslovno udruženje)minorOthersMVM Group is a member of the First Business Association, participating in mini fairs, general assemblies, and networking events organized by the association. Membership provides B2B networking opportunities and industry visibility.
• Serbian Association of Managers (SAM)coreOthersMVM Group is a long-standing member and sponsor of the Serbian Association of Managers, participating in events such as the June Meeting of Managers, SAM Gala, SAM Open Day, and Wine Club. SAM represents senior managers across Serbian industries, providing high-value networking opportunities.
• Dr. Gilbert CenterminorGTM or Marketing PartnerMVM Group collaborated with Dr. Gilbert Center on regional conferences and events, including a seminar in Montenegro on 'Business with Purpose' and joint participation in business forums. Dr. Gilbert Center organizes professional development and management events across the region.
• Slovenian Business ClubminorOthersMVM Group participated in a regional conference co-organized by the Slovenian Business Club and Dr. Gilbert Center, expanding its regional business network.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Ipsos: Global market research and consumer-insights firm whose retail and shopper research offerings overlap with MVM Group's market research and mystery shopping services.
• NielsenIQ: Global retail intelligence and consumer-insights firm; already a partner of MVM Group for market research, overlapping with MVM's mystery shopping, retail audit, and market research revenue streams.
• Salesforce Field Service: Global CRM/field service cloud platform providing field-operations management tooling used by enterprises that may otherwise outsource merchandising; an indirect competitor to MVM's ESTEH and field reporting layer.
• Kantar: Global data, research, and consulting company serving FMCG/CPG brands with shopper insights and retail analytics that overlap with MVM Group's mystery shopping and market research services.

Direct peers

• Advantage Solutions: US-based global leader in outsourced sales, merchandising, and retail services to consumer goods brands; directly comparable to MVM Group's outsourced field merchandising and BTL execution model.
• Acosta: Global retail sales and marketing services company providing merchandising, sales, and marketing solutions to CPG manufacturers; closely aligned in business model to MVM's outsourced field execution.
• Crossmark: WPP-owned global retail merchandising and shopper marketing services firm delivering in-store activation and retail execution comparable to MVM Group's core merchandising offering.

Emerging players

• Repsly: Cloud-based SaaS platform for retail execution, mobile field auditing, and field-team management—directly comparable to MVM Group's ESTEH proprietary software and electronic field reporting systems.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/mvmgroupdoo

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MVM Group