The slide presentation above touts the cumulative achievement of a team of dedicated sales people. Dedicated to our mission that we had to succeed. We never once talked about failure. Even our client, Kraft asked the question at one point, “Bob you aren’t going to let me down on this one are you?” I was fortunate enough to be the team lead on this exciting project. The answer was of course not. The synergy that occurred fed the beast! It was in fact the perfect storm.
As you will see in the slide presentation above we had all kinds of challenges that had to be met head on if we were to succeed
. We were motivated by a strong desire to prove our worth and add value for our client.
“A pessimist sees the difficulty in every opportunity; an optimist sees the opportunity in every difficulty,” -Winston Churchill. That edict by Winston Churchill became our mantra and not just for this controlled market test. For our team, we used it to more than double the base distribution of 40 core snack items in C-stores across almost 3000 stores in the Southwest US in a 20 month time frame. The baseline was 34% at the start in February of 2009 and finished at 72% in August of 2010. Nationally, that figured was a significant 74%.
It’s amazing what can happen when we focus on the desired results; not what stands in the way. Day in and day out, our sales reps visited countless stores to presell the “sweet deal” in the Dallas/FT Worth Metroplex pitching a simple premise: Could advertising on just two local highly rated radio stations drive consumers into the selected stores to purchase Oreo cakesters at a discount when purchasing a coffee drink? Test stores were supplied custom mixed shippers by select distributors serving those stores.
The resounding answer was Yes! Kraft had hoped for a 35% increase in units and dollars. What we all weren’t prepared for was a 63 and 75% increase respectively. Kraft’s long term strategy of this test was, if it worked, It would be implemented nationally. Needless to say, in 2011 Kraft is executing this exciting plan.
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