GERMANY:
Activation of an import assortment
Starting point
Based in Hungary, the company makes salty snacks. In Germany, a large distributor looks after the brand. The product segment in Germany is in a niche and sales have been stagnating for years. The Hungarian company sees the German market as important and would either like to activate its brand range or step up its private label supply to large German retailers.
APPROACH
The current situation is analysed together with the distributor and a plan for a sustainable expansion of distribution is developed. This is supported by accompanying investments in social media communication.
In addition, contacts to the German retail are activated, which are responsible for the purchase of own brands.
IMPLEMENTATION
An incentive program is introduced for the sales force of the German distributor, which, in addition to activating the range in existing listings, above all rewards the new product launch at REWE and EDEKA stores. The focus here is on the placement of displays in order to simultaneously increase the visibility of the brand in retail and to promote impulse purchases, which are very important in this segment.
RESULT
Within 2 years, the brand's sales in Germany tripled and the distribution is significantly expanded despite the change of the shipper to a larger one and the difficulties for the field service during the pandemic. Online communication will be further improved after consultation with the distributor. At the same time, the sales team of the Hungarian manufacturer's private label managed to win two larger private label contracts. Numbers show that there is no cannibalization of the brand's sales.
