Building Sustainable Retail Partnerships
Where does Organic ‘fit’ in Retailers Category Growth Strategy?
This is for those of you have heard a large retailer Category Manager say words to the effect of ‘There is no need for an/another Organic offer in this Category’. Or that ‘Organic is too expensive for our Shoppers’. With this segment of the Webinar, I’ll share some ideas on how to help Grocery Buyers understand the multiple roles which Organic can play in their Category Growth Strategy. And I’ll show you an example of how I recently positioned an Organic Brand as a Category Growth Driver in Woolworths.
How to get off the ‘Discounting Drug’ – and grow your Brand Equity.
Retailers are excellent at finding lots of reasons for your Brand to be on price promotion. And it’s rampant: AC Neilsen report that ± 30% of all Groceries are sold on promotion in Australia. However, AC Nielsen has also identified that up to 20% of products bought on promotion would still have been purchased if they were at full price!
Price Promotions certainly have a role in Brand Strategy, but the long-term effect of overpromoting is a reduction in your Organic Brand Equity, and erosion of your Net Revenue. In this segment of the Webinar, I’ll discuss how to make sure you get the most out of your Price Promotions, and share an example of how this worked for an Organic Brand in Woolworths.
About Andrew Sutherland
Andrew Sutherland is the founder of lightswitch consulting.
Andrew is a senior executive with over 25 years’ commercial experience across ANZ and the UK, gained mostly with global FMCG organisations.
He has held a number of senior roles across the ANZ FMCG industry in the last 10 years including Sales Director, General Manager and Managing Director.
Andrew has extensive experience in identifying, researching, developing and implementing strategic paths to growth, across all elements of the sales, category and marketing mix.
Andrew is equipped with comprehensive knowledge of all levels of the P&L, having consistently delivered sales and profit targets across a wide range of international markets, industry sectors and channels.
After 25 years with global FMCG companies, Andrew is passionate about building a more sustainable global food industry – one which supports sustainable, local brands, and provides Consumers with a bigger choice of better products.