Canned Coffee Growth
Your analysis highlighted that BrewCo’s market share has declined in the Northeast region while remaining flat in the Midwest. The commercial team believes distribution gaps and weaker shelf presence may be contributing to the issue in these regions. BrewCo currently relies on grocery partnerships, but management suspects competitors may be out-negotiating them for prime shelf space.
What are some tactical ways BrewCo could expand shelf presence and improve product visibility in underperforming regions?
Case Exhibit
To expand shelf presence and improve product visibility in underperforming regions like the Northeast, BrewCo could consider the following tactical actions:
I. Distribution Expansion
- Secure new retailer partnerships: Expand into additional grocery chains.
- Increase SKU listings: Negotiate for more varieties or larger shelf sets.
- Leverage third-party distributors or brokers for harder-to-access accounts.
II. Shelf Visibility & Merchandising
- Negotiate for better shelf placement (eye level, cold section vs. ambient).
- Invest in in-store displays and end-cap placements.
- Run co-branded promotions with retailers (e.g., bundled offers).
III. Pricing & Promotions
- Offer regional discounts or promotional campaigns to re-attract consumers.
- Launch limited-time SKUs or seasonal flavors tailored to local preferences.
- Provide incentives to retailers (slotting fees, promotional allowances).
