COMMERCIAL EXCELLENCE
COMMERCIAL
EXCELLENCE
Our approach to commercial excellence
We help beverage companies with defining and implementing the right commercial model for their brand and category. We show how to define a picture of success and execute against it, as well as covering all elements of the marketing mix to maximise your competitive advantage.
Consumer
Our first steps is to define the target consumer and what is unique about your brand which makes it attractive to them? What are some of your unique selling points which sets you apart from the competition.
Availability
The next step is to understand where your target consumers are likely to drink and shop. This will drive your distribution strategy – you don’t need to be everywhere, just in the main places your consumer will want to see you.
Price
We then review your distribution profile, as well as your competitors, to decide what is the price point you need to be positioned at. We then help prepare a value chain to ensure everyone is motivated from the importer, distributor retailer and consumer.
Communication
Having achieved distribution, our next step is to let your target consumer know you exist. What is the communication strategy to reach them and build awareness across in-store communication, social media, point of sale and sponsorships?
Promotional activity
We then help develop a marketing plan, which covers the promotional tactics which should be employed in order to drive trial and repeat purchase of your brand. What activities works best and what does the return on investment look like is in order to grow consumer loyalty.
Experience
