Food from Britain

Case Study

Case Study - Performance Tracking

    Situation/Need

    • Walkers Shortbread Inc. (US) needed to measure brand performance, monitor competitive activity and identify new consumer trends and market opportunities

    Approach

    • FFBNA has online access to all food and beverage categories in the IRI database
    • We worked with Walkers to establish key performance measures, customized data to fit their sales regions, identified the competitive set and created a monthly performance tracking report.

    Results

    • We prepare a concise monthly report, which contains all the information Walkers need to make informed business decisions regarding the food, drug and mass merchandiser channels.
    • The report is also used to communicate category and segment information to trade buyers and distributors, demonstrating that Walkers can act as a category captain for premium cookies.

    Client Feedback

    • "Although we are an established and well known brand, we need to ensure that we protect that position and find ways to grow. FFB provides us with an affordable, timely and professional analysis that helps us manage the business"

Karen Riley,
Sales & Marketing Manager, Walkers Shortbread