Introduction
At ooha food company, we understand that entering the food retail sector is no easy feat, especially for emerging impact brands that thrive on hype and strong brand presence. For your brand to achieve long-term success, you need a well-thought-out strategy and a strong network. In this post, we present a proven method that has already worked for other successful impact brands in food retail sales. This strategy focuses on regional market penetration, starting with the most important cities in a region, and gradually expanding nationally. Though of course, there are always many ways to Rome I believe... :)
1. Regional Market Penetration: The First Step to Success
Many new brands try to secure the maximum number of listings as quickly as possible. However, this is not always the best approach. For impact brands that thrive on hype, it is often better to establish a foothold in a specific region first. Select cities with high market potential and build a strong presence in food retail sales there before expanding to other regions.
2. Combining Key Account Management and Field Sales
To achieve successful regional market penetration, the collaboration of key account management and field sales is crucial. Key account management ensures that your brand is listed with both Edeka and Rewe. This dual listing increases your brand's visibility and creates synergies necessary for success in food retail sales.
3. Building a Field Force in the Target Region
Once listings are secured through key account management, the next step is to build a field force in the target region. These field sales representatives are responsible for implementing listings in the top stores of the cities. They ensure that products are optimally placed, conduct promotions, and manage relationships with store managers.
4. Focusing on Primary and Secondary Placements
An important task for the field force in food retail sales is to secure primary and secondary placements in supermarkets. These prime placements ensure high visibility and increase sales figures. Through targeted negotiations and building good relationships with store managers, the field force can ensure that your brand's products get the best spots on the shelves.
5. Using Sales Data for Expansion
Once good sales figures are achieved in the first region, this data can be used to apply to the next region. The successful sales figures serve as a reference and convince other regions of the brand's attractiveness and potential. The same strategy is then applied in the new region: securing listings, building a field force, and focusing on primary and secondary placements.
6. A Strong Network is Essential
Without a strong network, this strategy cannot succeed. Building and maintaining relationships with store managers and decision-makers in food retail sales is crucial. A well-connected key account management team and an engaged field sales team are the foundation for successfully implementing this strategy. The network allows you to secure listings faster and more efficiently, obtain better placements, and respond to important market developments.
Conclusion
For impact brands that thrive on hype and not low prices, a targeted and strategic approach in food retail sales is essential. By focusing on regional market penetration, combining key account management and field sales, building a strong field force (or of course make use of our field force), and using successful sales data for expansion, new brands can grow sustainably and establish themselves in the competitive food retail market. Experience shows that this strategy not only reduces costs but also maximizes success and efficiency. Invest in a well-thought-out sales strategy and rely on professional support from an experienced sales agency in Germany and a strong network to successfully position your brand in food retail sales.
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