Success Stories

Transition capabilities in action

Stuart Alexander has in recent years developed a reputation for its transition capabilities which has attracted new principals looking to migrate their already established brands.

We see transitioning as an integral part of our business and attribute our success in this specialised area to the strength of our trade relationships, the skills of our internal teams and effective and transparent communications. These attributes have ensured the transfers have been undertaken with no adverse impact on suppliers, markets, customers, consumers or the brand.

Prioritised and structured approach

We maintain distribution and volume during the transition period through a prioritised and structured approach:

• Stage 1 - Preparation

In the lead up to trading commencing, our cross functional project team coordinates knowledge and data transfer, stock management and logistics, training, brand management, field surveys and customer communication.

• Stage 2 - Consolidation

One month prior to trading commencing all functions are reviewed and activated in readiness for Day One invoicing and to protect the market position of the brand.

• Stage 3 - First 100 days

Marketing, sales and field forces roll out visibility blitz campaign and champion the brand in each state and channel.

Chupa Chups exceeds first year budget

Stuart Alexander was awarded the distributorship of the Chupa Chups brand in the last quarter of 2010 with trading beginning 1 January 2011. Valued at $14 million, the transition covered all key channels – grocery, mass merchants, structured petrol & convenience and route.

Key challenges:

• Short transition time to plan and execute
• Dumping of stock into the market prior to the transition by existing distributor
• Loss of point of sale real estate

Key focus areas:

• Speedy knowledge and data transfer
• Business set up ready for Day One invoicing
• Stock and point of sale visibility secured
• Brand management and product development plan
• Trade communications
• First 100 days visibility blitz plan

Results:

• 6507 new pieces of POS placed in the trade
• Strong field team negotiations at store level
• Renewed trade confidence and focus on brand
• Consumer re-engagement
• Principal budget exceeded in first year of representation