Originally passionate
Ultra-fresh - a successful roll-out to large retailers
By putting its new range of Paysan Breton yoghurts and fromages blancs on supermarket shelves, Laïta has taken on a major challenge - to establish a presence in a new sector. An organised, progressive roll-out steered by the commitment of sales teams and field teams; key account manager Baudouin takes us through the major steps.
From developing the range to securing retailer participation
A number of steps were involved in launching the Paysan Breton ultra-fresh range at major retail chains. After making initial contact, the teams pitched the products and organised tasting sessions; this was a key factor for persuading buyers, obtaining search engine optimisation and getting the brand established in a new segment.
A phased, structured roll-out in stores
Subsequent trade discussions and launch schedules led to a phased introduction in various sales outlets. Once the range was launched, the field teams took over to support its roll-out on the shelves and secure good visibility, and a sales forecasting and volume planning exercise was carried out to ensure availability of the products. Coordination was essential to establish the range firmly in the new segment.
Launching a new range comprising seven products is not something you do every day!
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Baudouin
Key Account Manager
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