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Food from Britain

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U.S.A. Services

DEFINING THE MARKET OPPORTUNITY

    Typical Business Issues

    • Is there a market potential for my products in North America?
      Is it a branded or private label opportunity?
    • In which geographic area should my product be launched?
    • Which trade channels or retail accounts should be targeted?
    • Are there any legal restrictions on importing my product?
      Is my product FDA compliant?
    • Is the consumer proposition sound, and does the packaging deliver?
    • Will the product recipe need to be altered to fit local tastes?

    Typical Deliverables

    • Category, segment and brand trends using key performance indicators (sales, price, ACV distribution, sales velocity, etc.)

    • Defining the core & extended competitive set
    • Quantification of the commercial opportunity by geography, channel and retail account
    • Assessing the ROI and effectiveness of consumer and trade programs
    • Consumer demographics, lifestyle and buying habits
    • Regulatory issues (licenses, fees, certification
    • Consumer taste tests and focus groups

    SETTING STRATEGY AND DEVELOPING PLANS

    Typical Business Issues

    • Does the client’s own business model need to be changed to improve performance?
    • Is there an incremental business opportunity, and what is the associated investment and risks?
    • Is the existing marketing plan effective? What changes will improve profitability and market position?

    Typical Deliverables

    • Evaluation of the existing supply chain and product proposition
    • Category Dynamics and Insights
    • Product portfolio optimization
    • Pricing sensitivity studies
    • Consumer segmentation through panel or similar studies
    • Product or brand proposition validation through quantitative or qualitative means

    ROUTE TO MARKET AND SUPPLY CHAIN

    Typical Business Issues

    • What is the best route to market for my product? Is it through an importer or a master broker?
    • Can the existing importer partner deliver the growth the UK client requires, and if not, should a replacement be found?
    • How can I motivate my existing partner to improve performance?
    • What are the implications on the brand equity and my position with the trade if I change importers?

    Typical Deliverables
    Partner Evaluation and Management

    • Assessment of partner performance and capabilities
    • Setting sales and distribution targets by trade channel and retail customer
    • Assessment of the planning cycle & effectiveness marketing programs
    • Candid critique of partner’s strengths & weaknesses

    Route to Market Assessment

    • Optimal export business model
    • Assessment of production, packaging and distribution options
    • Financial impact and sales projections

    IN-MARKET SALES AND MARKETING PERFORMANCE

    Typical Business Issues

    • Is there a mechanism to measure brand performance?
    • Which are my best and worst selling markets?
    • What should be the mix of trade promotion?
    • Can this mix be evaluated on a regular basis?
    • Are there shifts in consumer attitudes and opinions towards or away from my product? Am I missing an important trend?

    Typical Deliverables

      These services are highly customized. The type of work performed includes:
    • Sales data monitoring and analysis
    • Consumer research
    • New product development
    • Key Account sales and category management presentations
    • Planning and evaluation of consumer and trade promotions
    • Customized ad-hoc research