Background:
As part of a major initiative by a leading U.S. Food Manufacturer to expand distribution and penetration in the grocery channel, the Analytics Group conducted a thorough quantitative review of the Manufacturer's product positioning and opportunities. The findings laid the foundation for a targeted selling platform.

Analysis:
The battery of data for this project included an independent national distribution audit, syndicated sales data, manufacturer shipments, and consumer behavior dynamics. Current assessments included category comparisons, competitive pricing reviews, and channel/segment profitability analyses. Forecasting and channel level analyses were adjusted based on relative rates of sale and distribution in order to more aptly assess the mutual opportunities for manufacturer and retailer. The review demonstrated that the category was decidedly underrepresented in supermarkets and especially at the checkout. Shelf level analysis revealed SKU level opportunities within the category's segments.

Supporting Information:
As a turnkey approach to realizing the many opportunities for increased penetration, distribution and sales, the Analytics Group helped develop a Sales/Broker level field tool to quantitatively tailor the results of the previous analyses. For more information on this project and Cannondale's expertise in Channel Development, please see the Channel Development Case Study in the Consulting section.