 BackJune, 14 2004 | Channel Churn: It's So Easy, It's Hard
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Source: With trade spending escalating, slowed growth in the grocery channel and the dollar, club and mass channels significantly outperforming the traditional retailer, food companies are being forced to take the alternative channel seriously. Yet, when talking to the majority of marketers that reside in these companies, the alternative channels are still considered the "enemy." Part of a traditional marketer's concern has to do with the way he or she is taught to view an alternative channel. According to Ken Harris, a recalibration needs to take place within the halls of CPG marketing that makes the alternative channel a more attractive place to do business. Download File: Click here to view |