CATEGORY MANAGEMENT & REVIEW FOR MANUFACTURERS – CHERRYAID MARKETING
Case study
Sandwich manufacturer
Market penetration strategy
CATEGORY MANAGEMENT & REVIEW FOR MANUFACTURERS – CHERRYAID MARKETING
Case study
Sandwich manufacturer
Market penetration strategy
A UK sandwich manufacturer was supplying a national convenience retailer.
They recognised that they could increase their turnover with the existing client, whilst gaining new listings in other retailers.
A UK sandwich manufacturer was supplying a national convenience retailer.
They recognised that they could increase their turnover with the existing client, whilst gaining new listings in other retailers.
How did I work?
To put the manufacturer in a strong position with their existing and potential clients, a full market research category review was carried out. This analysed the sandwich market from market size, through to shelf layouts, and even the most popular sandwich fillings.
How did I work?
To put the manufacturer in a strong position with their existing and potential clients, a full market research category review was carried out. This analysed the sandwich market from market size, through to shelf layouts, and even the most popular sandwich fillings.
WHAT WORK DID I DO?
Desk research including:
analysing data on the size of the sector, value and performance of the category, shopper behaviour, market and consumer trends, retailer market share, consumer usage and purchase behaviour.
WHAT WORK DID I DO?
Desk research including:
analysing data on the size of the sector, value and performance of the category, shopper behaviour, market and consumer trends, retailer market share, consumer usage and purchase behaviour.
WHAT WAS IN THE PROCESS?
A full category review can’t all be desk research. Insights don’t come from spreadsheets, they come from people and places. In order to get a better understanding of the category, store visits were carried out to:
- take photographs of the food to go category within stores
- analyse pricing
- analyse flavour profiles
- planograms detailing how products are displayed in store
- identify gaps for the retailer and NPD in the market
- analyse in store promotions
- brand vs own label split
WHAT WAS IN THE PROCESS?
A full category review can’t all be desk research. Insights don’t come from spreadsheets, they come from people and places. In order to get a better understanding of the category, store visits were carried out to:
- take photographs of the food to go category within stores
- analyse pricing
- analyse flavour profiles
- planograms detailing how products are displayed in store
- identify gaps for the retailer and NPD in the market
- analyse in store promotions
- brand vs own label split
Putting it all together
The information was put together into a branded slide deck for the manufacturer to use in meetings with retailers.
Putting it all together
The information was put together into a branded slide deck for the manufacturer to use in meetings with retailers.
OUTCOMES
The presentation was well received by the existing retailer, securing a meeting to discuss ongoing and additional business.
The manufacturer had a full understanding of the market meant that the sales team were armed with information when approaching retailers.
The sales team could talk with retailers about how they could engage consumers, drive penetration, loyalty and repeat purchase. They could also give recommendations for their ranges going forward, suggest promotions that may work for them and give them suggested planograms for their different store formats.
OUTCOMES
The presentation was well received by the existing retailer, securing a meeting to discuss ongoing and additional business.
The manufacturer had a full understanding of the market meant that the sales team were armed with information when approaching retailers.
The sales team could talk with retailers about how they could engage consumers, drive penetration, loyalty and repeat purchase. They could also give recommendations for their ranges going forward, suggest promotions that may work for them and give them suggested planograms for their different store formats.
ARE YOU READY TO CREATE MORE OPPORTUNITIES FOR YOUR BUSINESS?
Provide proof to those retailers
Have clear data insights to help drive decisions.
Evidence the gaps your product can fill, and how well your product can perform.
ARE YOU READY TO CREATE MORE OPPORTUNITIES FOR YOUR BUSINESS?
Provide proof to those retailers
Have clear data insights to help drive decisions.
Evidence the gaps your product can fill, and how well your product can perform.