You’ve been told that you need to purchase syndicated data to help support your brand at retail by the retailer, your broker, your investors, your distributor, etc. The question is what do you need and how do you use it? Most brands think canned topline reports that rank their brand against other brands in [...]
Manufacturers lose tens of billions of dollars each year due to out of stocks. Reduce out-of-stocks, lost sales, and annoyed customers with this advice. Balancing shopper demand with controlling inventory has always been a struggle. Despite all available technology, shelves continually go empty during promotions. This happens in all channels and with almost all [...]
Brands rely heavily on promotions to generate excitement for their products and to encourage shoppers to purchase them. The objective of every promotion is to increase the number of shoppers using their products. The focus is primarily on gaining new loyal shoppers. Promotions that don’t achieve this result are a waste of resources and [...]
There are an infinite number of business theories available from a myriad of experts. They all boil down to just 5 key focus areas. Losing focus on any one of them can result in almost certain failure. Most experts will tell you that there are only 4 P’s to focus on; Product, Placement, Promotion, [...]
Hopefully, you reviewed the previous year’s results. It’s important to measure your results from the previous year before you begin planning for the next year. Did you reach our goals and objectives? What opportunities and challenges have you identified for the upcoming year? This is always a good place to start when developing strategies. [...]
I’ve had the privilege of working with hundreds of brands in all stages of development - from start-up to well-established national brands. Rarely do I work with brands that have a clear grasp of the true costs associated with their product. This is critically important because it impacts your profits, retailer margins, product allocation, [...]
Healthy products are the focus of every retailer. Natural/better-for-you products are driving sustainable sales at every retailer across all channels. Better-for-you product sales are dramatically outpacing their conventional/mainstream counterparts due primarily to an increased awareness and focus on health and nutrition. Consumers want healthier food solutions to improve their overall health. It is virtually [...]
Natural & Organic Products Driving Cross-Category Growth ECRM 2016 Natural, Organic & Specialty Foods EPPS
8 Steps To Category Management 1. Define category This step is perhaps the most important, as it will define your understanding of the retailer, their customers and the consumers who buy your brand. The key question - How do customers shop the category? The consumer decision tree identifies the choices and the order of decisions [...]
BevNet Live Featured Speaker Page – Category Management Checklist for Entrepreneurial Brands June 15, 2016 New York, NY
