Getting your brand ranged

Congratulations are in order!

You have recently been promoted to a national account manager role, and your immediate priority is to secure ranging of ‘Better fibre,’ an innovative range of fibre supplements, within a leading National grocery retailer.

You are acutely aware that your employer, a multi-national consumer goods company, has selectedAustralia as a test market. Accordingly, they will be anticipating rangingacceptance from the major grocery retailers, and a successful launch ahead ofan eventual global roll-out.

With the impending customer category review meeting the only opportunity for new line acceptance,in the next 12 months, it is critical that your presentation resonates with theCategory Manager.

Accordingly, an effective presentation should comprise of the following:

Opening page – Make a clear proposition

Provide a compelling insight and an accompanying product solution with the following points e.g.:

• Situation: “Your (i.e. the retailer’s) Fibre category sales value has been growing at 20% C.A.G.R. for the past 3 years.”
• Insight - “Regardless, existing fibre supplement offerings are unpleasant to consume, and, therefore, fibre consumption and sales have not been maximised.”
• Solution - “A new product innovation (i.e., Better fibre) is set to address this issue and attract new users to the category.”

Second page - Elaborate upon Better fibre

Highlight how it will address unmet demand and attract new users with the following e.g.:

• “New Better fibre is set to accelerate category sales.”
• “It’s both soluble and taste-free, with no gritty texture.”
• “Therefore, it will address non-users’ concerns and attract trial.”
• Initial research indicates consumers are highly likely to purchase this product

Third page & onwards – Discuss brand support, commercial and shelfmechanics to create demand

Discuss Better fibre’s:

• Primary target market consumer
• Proposed above the line and below the line support and how it will drive brand awareness, education, and trial
• Range assortment composition, list prices, suggested retail selling prices and retailer margins
• Suggested shelf position and facings

Provide a sales forecast, of the opportunity, to the Category Manager e.g.:
“New Better fibre will deliver incremental scan sales of 1M units and $10M in year 1”

Final page – Closing remarks

• Reiterate the value of the proposed opportunity
• Ask the category manager to clarify the next steps
• Address any questions arising from the presentation

Appendices

Include the following for the category manager to review, at their discretion, post-meeting:

• New line sales projections
• Market research
• Scan data etc.