New Markets/Channels
Most consumer packaged goods companies are aligned to meet the needs of the traditional retail outlets – Food, Drug and Mass Merchandisers. But there are opportunities in alternative channels including the Internet, club stores, dollar outlets, home improvement and non-traditional grocery.
Edgewood Consulting has worked with a number of clients to help tap into this potential. We feel it is critical to take a fact-based, strategic approach to pursue these opportunities:
| New Markets / Categories: |
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Who is our competition and how will they respond?
What are the barriers to entry and key success factors in this category?
Is the trade rate we have to spend really as high as Sales first reported?
What other go-to-market requirements will we face with retailers?
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| Global New Markets: |
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Where are the most attractive markets?
Where will we find sufficient consumer base for our product?
What is the competitive landscape in new markets?
Will we have to tailor our product for local tastes?
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| New Channels: |
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Gain a better understanding of the category/channel’s unique retail dynamics
Assess competitors in the new category/channel
Quantify the opportunity and identify key success factors by category and channel
Develop go-to-market strategies, identify the resources necessary to capture them, and prioritize across outlets
Identify an optimal organizational structure for Sales that reflects the
company’s priorities |
Diverse Class of Trade Experience
Traditional CPG Channels:
Emerging/New CPG Channels:
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