I read the other day in the FT that Heinz has started actively selling its products in locations outside of the supermarket. It aims to boost ailing sales by grabbing consumers’ attention (and pounds) in environments related to the products, but where there are no competitors around. For example, it is going to sell barbeque sauces in garden centres and petrol station forecourts, places where consumers might be thinking about barbeques or planning to pick up other barbeque-related items such as charcoal. It’s also planning to sell baby food in Mothercare, a move that probably doesn’t need as much explaining. This is a perfect example of Master Planning in action and a tactic we have recommended to many a client. Not only are new POS locations touching consumers’ lives in new ways, but they are also strengthening the brand by reinforcing its connection to key lifestyle factors. Distribution channels are a vital consideration – they are where the moment of truth occurs and consumers decide to put brand x in their trolley rather than brand y. You could create the most amazing marketing campaign that resonates perfectly with consumers, but if your distribution doesn't link up properly then its likely to be another brand who’ll be taking their money at the till.
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Jeremy Brown
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Last login: 17 Nov 2009
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