Jet Import
Client case
Jet Import is one of the leading distributors in the Benelux of premium beverages and snacks, such as Red Bull, Fever-Tree, Copperhead Gin, Sol, Desperados, Armand de Brignac and Fulfil.
Challenge
Jet Import identified a series of brands (Fever Tree, Proper Corn, Fulfil) for which they believe there is untapped growth potential in the retail channel. To identify the growth levers and translate them into category growth plans for their retail partners, they asked our support.
Additionally, Jet Import requested to develop trade promotion recommendations for their biggest brand Red Bull, for which optimizations yield immediate and significant financial benefits.
Solution
We gathered all relevant data sources (AC Nielsen, GFK, internal data..) as well as market & consumer reports for each of the brands. Next, we translated this information into actionable insights and integrated them into a category growth strategy for the retail channel. We coordinated additional data requests and research with 3th parties to enrich the existing insights and growth plans. For each of the main retail customers, we developed tailored sales pitches.
In addition, we built a trade promotion evaluation model, by integrating market data (AC Nielsen, GFK...) with internal data, and show growth opportunities for Jet Import in a short time frame. Together with the sales teams, we translated these opportunities into actionable trade promotion plans per customer.
Results
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Compelling selling stories, supporting the sales team in introducing at key retailers in the Benelux for each of the brands we were assigned to.
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Clear guidelines for Red Bull on the number & type of promotions per product segment & retailer, including financial impact simulations.
For both streams, we created a repeatable methodology & tools to build similar category strategies, customer growth plans & trade promotion optimizations in the future.