Projects

  • Implemented new distribution system to most effectively and efficiently represent The Company in Canada with highest level of attention, best-in-class data/POS system, strongest commercial team.

  • Increased Profitability by 14% by eliminating unnecessary overhead (distributor), folding in Trade Funding and optimizing Trade Fund Management including Marketing, Promotional and In-Store tools.

  • Re-structured distributor margin and profitability model for increased Market and Brand support in Canada.

FINANCE AND PROFITABILITY

  • Developed Shelf Ready Packaging for optimal shelf presence, placement and inventory management.

  • Developed Secondary Placement Tools (Floorstands, Clipstrips) to increase rotations, presence and listings.

  • Costco Product/SKU development ensuring consumer value, margin, sizing and pricing alignment.

  • Developed Trial and Brand Awareness Program (Sampling >200 Hours).

TRADE AND CONSUMER MARKETING

CASE STUDY: EXPORT SUCCESS

Background:

  • One of the world’s largest Confectionery Companies with Revenues over 2 Billion Euros a year, are a market leader in their confectionery category in Germany and in most countries in Western and Eastern Europe.

  • With an estimated Market Share of over 65% in Western Europe, the Company’s mandate is to expand internationally and begin distribution for growth.

 

Succeeding in the Canadian Market:

  • MDMC was hired in September 2012 to lead the strategy and foundation of the Company’s go-to-market in Canada and Mexico in conjunction with various importers/distributors.

 

Overall Business Results:

  • Increased Distribution to >65% ACV while driving awareness and trial for aggressive sales rates.

  • Market Share increase of almost +2% yearly with an estimated $ Share of 8% by end 2017.

  • Increased Profitability 14% by making structural go-to-market changes (distribution overhaul).

 

Distribution Results:

  • New Permanent and Secondary Distribution Listings at:

    • Wal Mart, Loblaw, Shoppers Drug Mart, Target, Sobeys (National), Safeway, London Drugs, Overwaitea, Longo’s, Amazon, Gas and Convenience Channel (7-11, Macs, Shell, Petro Canada) as well as Independents.

 

Profitability and Go-To-Market Results:

  • Implemented new distribution system to most effectively and efficiently represent The Company in Canada with highest level of attention, best-in-class data/POS system, strongest commercial team.

  • Increased Profitability by 14% by eliminating unnecessary overhead (distributor), folding in Trade Funding and optimizing Trade Fund Management including Marketing, Promotional and In-Store tools.

  • Re-structured distributor margin and profitability model for increased Market and Brand support in Canada.

 

©2016 MDMC Consulting

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