About us


MarketLane was founded by Michael Joel,  an expert in Category Management; Sales & Account Managment; and Brand & Trade Marketing. Michael has succesfully worked as a Category Manager, Brand Manager and Account Manager for leading multi-national FMCGs, as well as an FMCG Business Owner.


Michael Joel

BA, PG Dip Business Management, Masters of Marketing


An expert in turning data and information into insights, over the past 5 years, he has achieved increased BabyLove distribution in the major supermarkets in every single year. The 2018 Advantage Survey rated Unicharm as the most Trusted Sales team amongst all Health, Beauty and Baby suppliers, in no small part due to the insights provided.

Prior to this, Michael spent 6 years as owner and Manager of a small FMCG producer of dips and antipasto, supplying Coles, WW, and ALDI, as well as selling to food service. As a result, Michael has an intimate knowledge of the challenges SMEs have when it comes to competing with larger companies, as well as gaining and keeping ranging in major retailers.


Michael created MarketLane as he saw a gap in smaller and emerging FMCG companies getting the support they needed in getting their products onto Retail Shelves and then keeping their products on the Shelves.


Some of the work MarketLane undertakes includes; 


Getting Your Products on Retail Shelves


  • Investigate retailer review schedule dates
  • Study the category in terms of brands, price positioning and in store activity
  • Examine market data to determine trends
  • Decide on the best pack size and carton configuration
  • Ensure products comply with packaging laws and retailer preferences
  • Make buyer appointments
  • Design a Consumer and Trade Marketing plan
  • Determine product cost structure and RRP, ensuring profitable sales
  • Decide on the most effective reasons for retailers to range.
  • Design a promotional plan

  • Construct a presentation and present to buyers accompanied by yourself
  • Negotiate trading terms and pricing


Keeping Them On Shelves
  • Construct and execute consumer and retailer marketing plans

  • Ongoing account management

  • Promotional plan design and analysis

  • Sales analysis and recommendations

  • In-store Point-of-Sale solutions


Contact MarketLane today to discuss how they can help your products thrive and your business grow in the challenging Australian Retail sector.


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