Page 75 - Drinks Industry - 14 Jan 2016

ROADMAP

STAGE 1

e) Route to Market
Continued

Understand their context: Understand their sales structure:
• How many years are they in business? • What number of sales reps & coverage

• What sectors of the drinks category do they levels do they have across the on & of
service? trade channels?

• What are their facilities for storing & • What’s the level of rep. experience &
distributing products, their billing and relationship with trade customers?
general IT infrastructure? • What are their rep. training practices?

Understand their current Obtain trade feedback:
portfolio of brands:
• Seek out reports on their reputation &
• What is their current range? customer service levels.

• Where does your brand it? • Talk to customers directly.

• Get input from other suppliers in the sector.
Understand their track record:
• What’s their current and historic portfolio • Understand their payment terms:
performance and their priorities for growth
in the future? • Standard terms & any bespoke terms
required?
• What are your terms and those of the
end customers in each channel? Identify
what’s negotiable and what’s not with your
distributors and customers.

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