Abstract:
A leading U.S. Food Manufacturer sought
deeper penetration in supermarkets following years of tremendous growth in the
convenience, mass, and club channels. The core portfolio contained strong
national brands with significant marketing support and innovation. However, the
Manufacturer had trouble making inroads with traditional grocery stores
especially at the checkout. Cannondale was charged with developing a sales
platform to expand distribution and increase the penetration of items stocked
with a focus on gaining checkout presence.
Recommendation:
As a turnkey approach to realizing the
many opportunities for increased penetration, distribution and sales,
Cannondale developed a Sales/Broker level field tool to quantitatively tailor
the results of the previous analyses. While the comprehensive national analysis
spoke to key selling points, the ability to include account-specific analyses
and quantitative sales forecasts was a compelling component of this project.
Complementing national and channel level analyses with account specific
opportunities established a key selling platform that yielded increased
distribution, greater stocked items per account, and desired positioning.
