The Nestl eacute; Rowntree Manager of the Month Award for January is jointly awarded to Iain Bell, depot manager, and James Underwood, confectionery buyer at Parfetts in Somercotes.
Parfetts is a family run wholesale cash and carry business and the Somercotes depot serves retailers throughout Derby, Sheffield and Nottingham. Both managers have vast experience with the company. Bell has worked at the depot for 14 years, while Underwood has been there for 11 years.
Bell and Underwood have been nominated for this month’s award as a result of demonstrating the highest levels of commitment to developing their Features > Business, and in particular growing the confectionery category.
Both men embrace opportunities to develop their understanding of confectionery. This is highlighted by the fact that they were prepared to take time out of their busy daily routines to enable Nestl eacute; Rowntree sales development executive David Wright to present to them Nestl eacute; Rowntree’s strategy for growing the category.
As a result of the presentation they recognised that by working together to benefit from Nestl eacute; Rowntree’s in-depth insight into confectionery shoppers and consumers, they would not only be able to grow sales of established brands but also tap into growing areas of the confectionery category.
One of the first actions Bell and Underwood took was to organise a relay of four confectionery bays. This was to ensure that the big confectionery brands were given the best positions, with the right amount of space. This is fundamental in ensuring shoppers in the cash and carry can easily find the best-selling brands, and having the right amount of space will help prevent any out-of-stocks and, therefore, missed sales.
To help boost confectionery sales, and ensure retailers are stocking the big brands, the Somercotes depot held a trade day. This involved creating prominent displays of big brands, like KitKat and Aero, with motivating price deals. By motivating the retailers to buy the brands in the first instance, the aim is for them to see for themselves how well the brand sells, so that they come back and buy it again at full value.
Bell and Underwood also understand that big brands and new launches, which are good quality and receive a high level of marketing support from manufacturers, will be popular with consumers. Consumers will expect to see brands that are advertised on TV, for example, in stores. Therefore, it’s important to make sure these brands are highly visible to retailers so they can stock them for their shoppers.
Both managers are delighted with the results this strategy has provided.