Page 143 - Drinks Industry - 14 Jan 2016
P. 143
ROADMAP
STAGE 2
a) Launch
Continued
Market and Channel Strategy
Be very clear on what channels and outlets best it with your brand’s target audience. It is useful
to start with the domestic market so that you can be close to the launch and accurately gauge
reactions for yourself.
Distribution planning should come from a collaborative process of discussions and prioritisation
with your distribution partner (link to Route to Market topic). You need to decide on which
outlets to target. You also need to keep in mind your distributor’s ability to service and manage
these outlets.
In summary, you need to think about the following activities at this launch phase:
• Look at your distribution options and prioritise them to give focus to
your activities in outlet
• Think about your presence and visibility in on and of-trade for best stand out
• Adapt your customer presentation to address your individual customers needs
143
STAGE 2
a) Launch
Continued
Market and Channel Strategy
Be very clear on what channels and outlets best it with your brand’s target audience. It is useful
to start with the domestic market so that you can be close to the launch and accurately gauge
reactions for yourself.
Distribution planning should come from a collaborative process of discussions and prioritisation
with your distribution partner (link to Route to Market topic). You need to decide on which
outlets to target. You also need to keep in mind your distributor’s ability to service and manage
these outlets.
In summary, you need to think about the following activities at this launch phase:
• Look at your distribution options and prioritise them to give focus to
your activities in outlet
• Think about your presence and visibility in on and of-trade for best stand out
• Adapt your customer presentation to address your individual customers needs
143
