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Success Story
Category Management & Training for Leading Consumer Packaged Goods (CPG) Company
Client
Leading CPG Company
Client Challenges
- Company needed category management training on convenience store retailer expectations for a large cigarette / Other Tobacco Products (OTP) sales organization
- Company desired to better understand competitive and consumer trends in the discount, drug, grocery and dollar store channels
Solutions Delivered
- Conducted category manager interviews
- Benchmarked against other sales organizations – benchmarking and presentation on c-store retailer’s expectations for a large cigarette/OTP manufacturer’s sales organization
- Extensive secondary research on competitive and consumer trends in the discount, drug, grocery and dollar store channels
Business Impact
- Sales organization better positioned as a supplier partner to add value to c-store retailers
- Competitive and consumer trends helped create a future-focused approach for the sales organization
- Better positioned Client as a thought leader with retailers
- Anticipated CVS Pharmacy’s abdication of the tobacco category
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