PROGRAMS
Sunshine Specialties can help you develop and implement the programs necessary to gain distribution and increase incremental sales in the Northern California region
BASIC APPROACH TO NEW LINES
- MARKET ANALYSIS
- Distribution of customer's products and competition
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SOLIDIFY CURRENT DISTRIBUTION - Analyze distributor movement
- Determine retail action requirements
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SET IMMEDIATE and LONG TERM OBJECTIVES - Distribution objectives by account
- Ad/demo objectives by account
- Overall volume objectives
- Set priorities
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PREPARE PRESENTATIONS FOR ALL KEY ACCOUNTS - Why stores need your specific products
- Benefits (stores don't buy features, they buy benefits!)
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PRESENTATIONS - Initial presentation to all key accounts within 45 days of introductory meeting
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REVIEW and ANALYZE - What worked...Why?
- What didn't work...Why?
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COMMUNICATE - Results
- Make suggestions per account
- Maintain communications continually with all involved
We will either get the results we both want, or we will know specifically why we didn't. Overcoming an objection is usually possible if we know what that objection is! Together we will get the results we need to be successful.
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WHAT YOU CAN EXPECT FROM US
- ACHIEVE ALL SALES and MERCHANDISING OBJECTIVES
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MANAGEMENT BY OBJECTIVE BY ACCOUNT - Develop a sales strategy to use with each account
- Develop an intro program to best utilize available funds
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ANALYZE CURRENT RETAIL POSITIONS/PRICING TO MAXIMIZE SALES - Be involved in store sets
- Make sure all authorized products are properly merchandised
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UTIIZE MARKETING FUNDS TO ACHIEVE THE BEST RETURN FOR THE SPEND -
EFFECTIVELY COMMUNICATE TO PRINCIPAL ALL ACTIVITIES AND OPPORTUNITIES -
FOLLOW-UP ...FOLLOW-UP!
Sunshine Specialties knows the trade and is adept at doing creative and conceptual selling. Your success depends on communications with your broker. We act promptly and efficiently in implementing your policies. You know how to sell your product -- we know how to sell our market. Teamwork and open communication are vital. We work for one purpose -- SERVICE...and long term growth is our goal
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NEW STORE OPENING POLICY
- PURPOSE:
- Establish best possible initial shelf presence
- Build brand identity
- Build retailer support and confidence
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THE PLAN: - Recommended discount 25% to 50% depending on size of store
- Broker will work with retailer to achieve optimum shelf placement
- Principal MUST supply prioritized list of products for the set
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OPTIONS: - We suggest that samples of key products be sent from the principal directly to the retailer with a letter of congratulations
- We can set up demonstration and ad support based on a pre-determined purchase amount
This part of the job is really important...YOU DO NOT GET A SECOND CHANCE TO MAKE A FIRST IMPRESSION!
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CASE STACK PROGRAM
- PURPOSE:
- Increases volume at key accounts
- Targets spending with required performance
- Ties up display space from competetors
- Drives trial and/or incremental sales to consumers
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THE PLAN: - Case stack to have prominent location
- Tie discount to minimum number of cases
- Each month, our reps will send copies of all orders with MCBs (manufacturer chargebacks) to the principal
- Principal's Point Of Sale materials will be utilized wherever possible
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OPTIONS: - Advertising support
- Demos