Case study of a leading confectionery company

A large international confectionery company wanted to analyse the British On Trade market. This being a new market for them and providing subsequent opportunity for growth. The objective being to introduce a range of new innovative confectionery products to be sold over the bar and also to become an integral part of the dessert menu.

Key areas to be addressed were understanding of the market place structure; keeping a regular fix on the market place; reviewing pricing, distribution and display of relevant products in the On Trade; and sourcing a continuous supply of reliable, robust data.

Results

CGA Ltd are able to provide tailored solutions using Drinks Places the most comprehensive database of licensed premises available and Ons Prices a quarterly pricing display and distribution survey of the On Trade.

Drinks Places was used to give an overview of On Trade market structure to divide time and resources accordingly. Drinks Places was analysed with existing account information to provide areas of strength and opportunities for growth and a targeted sales list produced for regional trial areas. The sales list was segmented further to prioritise sales calls using outlet size information.

Ons Prices was used to review distribution levels of existing confectionery and snacks in the trade, discover most highly distributed products for both snacks and confectionery regionally and by outlet type and segment, review pricing structure of products within snacks and confectionery categories, and direct future sales activity, product and price positioning using ongoing analysis carried out in Ons Prices.