Brand Positioning
Data & Proof
Retailer Pitch
Activation & Support Execution & Follow-Through Readiness Checklist
PLACEMENT STRATEGY FOR RETAILER PARTNERS
Brand Positioning
• Define shopper & need: Identify your target consumer and the problem you solve.
• Align to retailer: Match your brand’ s mission to the retailer’ s shopper focus( e. g.,“ better-for-you snacking for families”).
• Category role: Clarify if you drive incremental, premium, or value growth.
• Brand story: Clearly state your“ why”— authentic, concise, and consumerbacked.
Data & Proof
• Velocity metrics: Show sales data outperforming category average( SPINS, Nielsen, IRI).
• Incrementality: Demonstrate how you add new shoppers or usage occasions.
• Consumer insights: Share shopper trends, survey data, or social proof.
• Comparable retail success: Highlight proven performance in similar stores.
Retailer Pitch
• Category opportunity: Market trends & whitespace you fill.
• Your differentiation: Product innovation, flavor, format, or certification edge.
• Performance: Data-backed results and unit velocity.
• Retailer alignment: Why your product fits their shelf and mission.
• Support plan: Marketing, demos, retail media, or in-store events.
• Ask: Be specific— facings, location, timing, test region.
Activation & Support Execution & Follow-Through Readiness Checklist
|
• Launch offers for the retailer.
• Cross-merchandising or secondary placement ideas.
• Promotional calendar: In-store demos, coupons, or digital ads.
• Retail media partnership: Engage shoppers via loyalty app or digital placements.
|
• Operational readiness: Supply chain reliability, fill rate ≥98 %, correct packaging & logistics.
• Shelf support: Ensure planogram accuracy, retail audits, and display compliance.
• Data tracking: Share post-launch performance reports with the buyer.
• Quarterly check-ins: Provide category insights and success recaps to strengthen the relationship.
|
Solid margin and trade spend plan UPC / GS1 compliance Pallet and case configuration finalized Marketing activation budget confirmed Field sales or broker coverage ready |
44 |