This document discusses strategies for food makers to grow retail sales, including:
1. Developing operating procedures to function like a distributor in delivering products and gaining placements.
2. Utilizing a sales growth compass and roadmap to focus on key areas of product, customers, buyers, sales, promotion, and price.
3. Creating promotional programs and marketing calendars to support products with buyers and drive in-store purchasing.
6. 3 Successful Elements of a
Food Maker Growth Path Program
Plan
SMART
Build
STRONG
ProNfoevsiscieonal
PRODUCTS
Growth Path
AlwNaeyvse rB Turiyeidng EInxfpreaqnudeinngt
Grow
FAST
Customers SALES
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7. Upcoming Production Resources
for Food Makers in So Cal
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32. Buyer Lingo
Performance
TPRs
Bill-Back
SPIFS
Scan Down
http://retail.about.com/od/retailglossarya/
Non Performance
Off Invoice
Case Stack Down
Free Fill
MCB (Manufacturer
Charge Back)
Hip Pocket Deal
M
34. Buyer Questions
• What kind of promotional support is being
offered?
• What are the frequency and depth of the
promotions?
• What is your plan to tell the consumer about
the product? (demos, advertising, public
relation campaigns, social media, etc.)
• Have you put a lot of thought into your
strategy, and are you supporting our efforts by
participating in our programs?
• Is the Product presented in an attractive and
concise way?
• How much existing distribution do you have
with our customers?
D
35. Promotion Ideas
In Store Display
Temporary Price
Reductions
Case Stack Down
Coupons
Contest and
Sweepstakes
Demos & Presentations
Rebates
Premiums
Trade Allowance
Trade Sales
Promotions
Cause Related / Fair-
Trade
Joint Promotions
D
36. 1st
Quarter 2nd
Quarter 3rd
Quarter 4th
Quarter
CUSTOMERS MARKETING BUYERS PRODUCT
Growth
Roadmap
-‐
2015
Project
Title
or
Product
Name
R
37. Growth
Roadmap
Project
Title
or
Product
Name
1st
Quarter 2nd
Quarter 3rd
Quarter 4th
Quarter
PRODUCT
Product
IntroducCon
New
Channel
Opening
CUSTOMERS MARKETING BUYERS
IntroducCon
of
New
Product
Placement
rollout
Support
Product
introduc1on
with
Promo1onal
buyer
campaign
Social
Targe1ng
to
drive
in
store
purchasing
R
40. PLACE
• Third Party Storage:
• In Outs
• Storage
• Pick & Pack
• Freight In / Out
• Backhaul costs (DC to individual
Stores)
• Freight Insurance
• Temperature Issues
• Chain of Custody (FSMA)
M