Marketing

• It's all about just-in-time knowledge! Trial and error retail marketing is expensive, time-consuming and not realistic given the fierce competition for shelf space in a declining number of retailers. You don't get a second chance to make a first impression.

• Many item concepts are good, most items fail! Most companies fail to identify the needs their items satisfy for the consumer and retailer. Most companies do not identify their "unique points of difference" or "reason for being" to the retailer to justify space in their planogram.

• Just because you say so does not make it so! Mega-retailers expect their vendor partners to present them with finished, well thought-out products and programs supported by factual data and research. If you do not know more about your categories than your buyer, why do they need you? Making the most of the retailer/vendor partnership requires proper planning, insightful knowledge and experience and timely industry data.

• Does your presentation leave your buyers impressed and motivated? Retail decision-maker time constraints dictate that suppliers make the most of their fifteen minutes of fame.

Marketing Services

• Create category and segment reviews supported by timely IRI industry data (CP Sales & Marketing is on-line with national IRI data for all categories, all trade classes, all performance measures - updated monthly) and various secondary research resources. Reviews include industry trends, market size, client performance, analysis of competition and evaluation of current retailer planograms

• Provide consultation on what it takes to do business with major retailers

• Conduct a review of successful competitive items to ensure stated features and benefits are unique to the marketplace

• Develop account-specific strategies and effective in-store displays that will engage the retailer and excite the consumer

• Conduct seminars on Category Management, Developing Niche Products, Understanding the Customer, Utilizing Industry Data & Research and more

• Conduct financial analyses, profitability studies and other due diligence for acquisitions

• Pre-plan and develop effective presentations and support materials for retailer appointments

• Train sales representatives on effectively presenting to and servicing major retailers

• Assist in creating products and evaluating planned products and packaging

• Develop marketing plans to bring new items to retail or increase sales on established items

• Identify opportunities for improved space management

CP Sales & Marketing
248 Alternate 19 North • Palm Harbor, FL 34682 • Phone: (727) 789-0600 • Fax: (727) 787-7331