Case Studies

THE CHALLENGE
To capitalise on impulse sales of confectionery by ensuring that Cadbury Trebor Bassett brands are always available and displayed in the best position within independent retailers.

To grow Cadbury Trebor Bassett's share of the impulse confectionery market.

FSS APPROACH
Recruit, train and manage a large team of Consultants to make regular visits to 17,000 independent grocers, newsagents and convenience stores. Implement training programmes to develop display and selling skills, using a retailer loyalty scheme to best effect. (Establish Cadbury Trebor Bassett in "Number One" position with dual facings of key brands in all outlets).

Provide seamless management and reporting structures to facilitate flow of information between Consultants and Cadbury Trebor Bassett's sales force.

RESULTS
Cadbury Trebor Bassett's share of the confectionery market with independent retailers has grown from 31.6% to 34% over the last 2 years with the growth coming from all key product categories.