| ABOUT SUNSHINE SPECIALTIES
Sunshine Specialties can help you develop and implement the programs to gain distribution and increase incremental sales in the Northern CA territory. This division is managed by Doug Speakman who has been active in the Natural and Specialty Grocery industry for more than 30 years.
Sunshine Specialties is a full service brokerage company covering the Northern CA territory:
"Bounded on the north by the California/Oregon border, Pacific Ocean on the west, to the cities of Carmel and Fresno on the south, bounded by Nevada on the east"
We prefer having representation in all three brokerage territories, Northern CA, Southern CA and the Pacific Northwest. We sign contracts for each division and can represent any single territory or combination of territories for our clients. I sincerely hope that you will consider our company for West Coast brokerage support.
BASIC APPROACH TO NEW LINES
1. MARKET ANALYSIS
• Distribution of customer’s products and competition
2. SOLIDIFY CURRENT DISTRIBUTION
• Analyze distributor movement
• Determine retail action requirements
3. SET IMMEDIATE AND LONG TERM OBJECTIVES
• Distribution objectives by account
• Ad/demo objectives by account
• Overall volume objectives
• Set priorities
4. PREPARE PRESENTATIONS FOR ALL KEY ACCOUNTS
• Why stores need your specific products
• Benefits (stores don’t buy features…they buy benefits!)
5. PRESENTATIONS
• Initial presentation of all key’s within 45 days of introductory meeting
6. REVIEW AND ANALYZE
• What worked…Why
• What didn’t work…Why
7. 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.
SUNSHINE SPECIALTIES NORTHERN CALIFORNIA, Inc.
WHAT YOU CAN EXPECT
1. ACHIEVE ALL SALES AND MERCHANDISING OBJECTIVES
2. MANAGEMENT BY OBJECTIVE BY ACCOUNT
• Develop a sales strategy to use with each account
• Develop an intro program to best utilize available funds
3. ANALYZE CURRENT RETAIL POSITION/PRICING TO MAXIMISE SALES
• Be involved in store sets
• Make sure all authorized products are properly merchandised
4. UTILIZE ALL MARKETING FUNDS TO ACHIEVE BEST RETURN FOR MONEY SPENT
5. COMMUNICATE EFFECTIVENESS TO PRINCIPAL ALL ACTIVITIES AND POTENTIAL OPPORTUNITIES
6. FOLLOW-UP…FOLLOW-UP!
Sunshine Specialties knows the trade and is adept at doing creative and conceptual selling. Your success depends on communications with the 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 communications are vital. We work for one purpose…SERVICE…and long term growth is our goal.
SUNSHINE SPECIALTIES NORTHERN CALIFORNIA, Inc.
NEW STORE OPENING POLICY
PURPOSE:
1. Establish best possible initial shelf placement
2. Build brand identity
3. Build retailer support and confidence
THE PLAN:
1. Recommended discount 25% to 50% depending upon size of store
2. Broker will work with retailer to achieve optimum shelf placement
3. Principal MUST supply prioritized list of products for the set
OPTIONS:
1. We suggest that samples of key products be sent from the principal directly to the retailer with a letter of congratulations
2. 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!
SUNSHINE SPECIALTIES NORTHERN CALIFORNIA, Inc.
CASE STACK PROGRAM
PURPOSE:
1. Increase volume key accounts
2. Targets spending with required performance
3. Ties up display space from competitors
4. Drive trial and/or incremental sales to consumers
THE PLAN:
1. Case stack to have prominent location
2. Tie discount to minimum number of cases
3. Our reps will send the principal copies of all orders with MCB’s (manufacturer charge backs) monthly
4. Principal point of sale materials will be utilized where possible
OPTIONS:
1. Advertising support
2. Demos
SUNSHINE SPECIALTIES NORTHERN CALIFORNIA, Inc.
PRINCIPAL BRAND SUPPORT COMMITTMENT
ANNUAL PROMOTION PROGRAM
1. Quarterly promotions by brand Yes ___/No ___ ____%
2. Additional allowances for performance Yes ___/No ___ ____%
NEW DISTRIBUTION
1. ____% net allowance “A” stores
2. ____% net allowance “B” stores
3. Free Fill: One free case per SKU with order of like kind Yes ___/No ___
VOLUME POCKET DEALS
1. ___% Bill Back for performance
2. Number of cases required per discount level (detail separate sheet)
SAMPLE BUDGET
1. Passive sampling Yes ___/No ___
2. Free Goods/Slotting Yes ___/No ___
3. Grand Opening Giveaways Yes ___/No ___
DEMO BUDGET
1. Do you have a demo budget? Yes ___/No ___
2. Dollar commitment per quarter $ ___________
ADVERTISING BUDGET
1. Coop ad dollars available? Yes ___/No ___
2. Quarterly budget $ ___________
3. Performance requirements (detail separate sheet)
Company Name: _________________________
Authorized Signature: _____________________
Sunshine Specialties
Northern California Inc.
9900 Lincoln Village Dr.
Sacramento CA 95827
Ph 916-363-8581
Fx 916-363-4675 |
