This is a case study from the BTS Group team behind some groundbreaking insights and deliveries in the Sales Transformation Practice. The reports includes a dive into challenges that Hershey’s and P&G were facing.
Looking Beyond the Immediate Customer
Summertime is a slow time for candy sales. That’s bad for Hershey’s and bad for its retailer customers. Looking for a way to pump up purchasing during this period, Hershey’s studied how consumers use chocolate during the warm summer months. Their work led them to the popularity of s’mores, that delicious combination of toasted marshmallows, slightly melted chocolate, and graham crackers. Hershey’s makes chocolate, of course; it doesn’t make graham crackers or marshmallows. So it teamed up with Kraft, which makes both (or did—until the Kraft/Mondelēz split). Together Hershey’s and Kraft created summertime in-store displays that grouped the three products together. The result was sales that increased by 10 to 15 percent for the summer season, and now that time of year is bigger than Valentine’s Day for Hershey’s. What is striking about the s’mores promotion, and what lessons does it hold for general B2B selling?
Cleanup on Aisle Three
Procter & Gamble had a problem. Sales growth had stalled for its Swiffer product line at Walmart, one of its largest customers. P&G knew that advertising was driving increased shopper interest in the Swiffer products, but that wasn’t translating to store purchases. It also knew that part of the problem was the economy and shoppers who were making more frugal buying decisions. But it looked further. What P&G discovered was that shoppers were overwhelmed and confused by the array of starter kits and refill pads on the shelves.
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About BTS Group
BTS is a world leading strategy implementation firm. The company accelerates execution by ensuring the workforce is aligned to the strategy, has the right mindset, and has mastered the capabilities needed to deliver business results. BTS leverages customized business simulations and experiential learning initiatives to develop the business acumen, leadership and sales capabilities necessary for superior strategy execution. Partnering with today’s leading corporations, BTS consultants bring passion and deep industry expertise to deliver high-impact solutions that help clients achieve better results, faster.
Headquartered in Stockholm, Sweden, BTS has more than 350 professionals in 29 offices located on six continents. Partnering with nearly 400 organizations, including more than 30 of the world’s largest corporations, BTS’s major clients are some of the most respected names in business: Anglo American, AT&T, Chevron, Coca-Cola, Ericsson, HP, Rio Tinto, Telefonica, and Unilever. BTS Group AB revenues were MSEK 770.7 in 2012.
BTS is a public company listed on the NASDAQ-OMX Stockholm exchange and trades under the symbol BTS b.For more information, please visit www.bts.com. BTS pressroom at myNewsdesk: http://www.mynewsdesk.com