Project : Business Development-Targeting New Channels/Segments
Client : Food Manufacturer
Situation : A $1 billion food manufacturer was experiencing decreased sales and lower overall margins. While the company had value added products to offer to industry, sales were flat and thus margins not realized. A need to identify new opportunities was needed for value added products.

Marketing Concepts, Inc. Solution : Marketing Concepts, Inc. developed new sales and marketing strategies for the company to improve sales of selected items and enter new segments that provide the most opportunities. The process began with a thorough evaluation of current company products, competition, and opportunities followed by extensive market research with potential customers, representing various segments within foodservice, retail, and food processing. The research was assessed and companies that provide the most profitable opportunities were identified. Sampling programs and cuttings for client products were scheduled with the appropriate communications, education, and marketing. Once approved, we assisted in creating a plan utilizing both sales and broker network to gain new sales.

Results : The client successfully entered new markets gaining dozens of new customers, providing not only new sales but sales with higher profit margins. Sales efforts continued with new segments, representing close to 50% of all corporate sales of value added products within a two year time period.