2. An Introduction to Windfall
• Established in 1996, the Windfall Brands team has real world experience working in partnership
with new, emerging and established brands across the UK On, Off Trade, Foodservice and Cash and
Carry.
• We pride ourselves on having a collaborative approach towards building and developing
commercial, trade and marketing strategies with our brand-owning clients
• Windfall has a team of industry sales and trade-marketing experts with broad based experience
drawn from SME to Blue Chip multi-nationals with one common trait: the ability to deliver
• Windfall’s commercial team have long standing, established relationships across all of the UK
channels and customers. We are recognised for our energy, enthusiasm and creativity by the UK
retail trade, and for delivering branded solutions which work for both brand owner and customer
Our Pledge
To provide an efficient and effective commercial and marketing management service for new,
emerging and existing brands across the UK through the creation of trading partnerships that
deliver against all critical business indicators
3. What we continue to do…
Business
planning
Customer
Management
Operational
Support
• Customer and channel business planning services to create stretching but realistic targets
• Bottom up target creation based on distribution, ROS, promotional frequency and channel strategies
• Financial planning and budgeting to deliver customer focused results and market share
• Management of all trade relationships presenting commercial strategies, managing negotiations and
ongoing trade relationships
• Category based presentation of Marketing and NPD concepts focusing using gap analysis, independent
and informal research and insight
• Forecasting, sales evaluations, identifying trends and monitoring competitor behaviour
• Trade and brand marketing services aligning commercial and marketing plans to ensure ROS and brand
penetration growth is realised (promotions, sampling, vouchering etc)
• PR and promotional ideas and input, management support of trade marketing function
• NPD and range development input and ideas to maximise brand and business potential
• Sales management of auxiliary and dedicated sales teams
• Management of sales forecasting, stock inventory and retailer ordering
• Financial support – credit and debt management and invoice collection through
Windfall Logistics Ltd
• Logistics service through Windfall Logistics
First class planning, executing and delivering results based commercial, marketing and operational
solutions across the FMCG industry
Sales & Marketing
Services
4. Sales Director &
Alcohol Mults
Tom Sears
London
Key Account
Manager
Keith Bone
BDE
Phil
McCullough
London & SE
BDM
Simon Tripp
Business
Development
Manager
Specialist
Wholesale
and
Retail Projects
Jonnie May
5. Windfall trade strategy, customers and brands
• Through our diverse experience Windfall has established credible relationships across all trade
channels and customers
• Windfall Brands has a category based selling model, understanding customer and consumer needs
and with our clients developing pack, price and promotional strategies which ensure brand growth
through distribution, ROS and consumer penetration
• Windfall Brands works in partnership with brands; we work with our customers to help build
marketing and trade platforms that are translated into strong customer led business plans
6.
7.
8. We are proud of every client we work with, so please click
below to visit their individual websites
9. Windfall , initiating joint plans for success
• Windfall has expertise across a wide range of categories
• We have a focused, consultative approach with our customers. We challenge and
expect to be challenged to ensure we obtain first class results
• Windfall work with a limited number of clients - we don’t dilute our resources
• Windfall Brands has a 3 stage gate process to agreeing a partnership with a brand. We
believe there has to be a shared vision and passion to achieve joint goals Windfall and
our clients are aligned towards
Gate 1
• Brand
introduction
• Consumer and
marketing
strategy
• Channel strategy
• Pricing and
competitive set
• Business plan
• Distribution, ROS,
promotional
strategy
• Volume and value
3 year plan
• Investment plan
• NPD proposal
• Value chain sign
off
• 3 Year plan sign
off
• Marketing
confirmation
• Launch into UK
trade channels
Gate 2 Gate 3
GO
10. • At Windfall we believe planning and strategy are key ingredients for success
• We have created a detailed planning process that will deliver the best results for
the brands we work with
Market Review 3 Year Plan Marketing Plan
• Distribution opportunity
• Channel & Category
growth
• Key players
• Positioning opportunities
• Competitor analysis
• Pricing strategies
• Distributor overview –
key players strength and
weaknesses
• Gap analysis and NPD
• Channel strategy
overview – Grocery –
Wholesale RTM –
Independent – Symbols –
Fuel – OOH
• Pack/Price
• Numeric distribution
plans
• SKU distribution plans
• ROS assumptions by
channel/key customer
• Promotional
frequency/depth/channel
strategy
• Field sales strategy
• Category growth
projections
• Target consumer and
demographic
• Key opportunities and
scenes to activate
aligned with global
positioning
• Blend ATL – TTL – BTL
• Marketing strategy –
Sampling –
Athletes/Ambassadors –
Media – Events –
Partnerships
• Develop 360 degree
marketing and activation
programs
• Trade marketing plan –
Grocery – Wholesale –
Forecourt
11. Why Windfall:
• Ready made sales resource
• Industry professionals with live contacts & current business in
all trade channels.
• Accessible personnel, who excel working in a virtual company
structure
• More reasons to be in front of the people that count
• Proven success…just look at the shelves in your local
• Premium brand portfolio delivers access to all growth
markets
• Realistic time lines for success
• Cost effective
• Zero down time and ready to go from day one
