Page 145 - Bord Bia

ROADMAP

STAGE 2

a) Launch
Continued

You must prepare detailed sales targets for your
customers that you can both agree on and plan
towards. It will vary by outlet type and level
of investment support for your brand during
launch, and support for the remainder of the
year. The key is to keep the targets stretching
but realistic so that you can measure your
progress against them.

Rate of sale is the amount of units such as
serves, bottles, or pints that sell in a given
outlet on a weekly or monthly basis. It can
be determined by understanding your target
market’s behaviour in the customer’s outlet for
example, how often they visit and how many
drinks they might consume on a given occasion.
Occasion will determine rate of sale in many
instances, such as after work with colleagues or
on a special-occasion night out with friends.
www.bordbia.ie/Documents/Workbooks/
BordBia-BrandingWorkbook.pdf In-outlet promotions activity such as tastings will
also have a bearing on your rate of sale during
these events. Collaborate with your customers
to get these targets set.

The template shown here can be found at
www.bordbia.ie/Documents/Workbooks/
BordBia-BrandingWorkbook.pdf

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