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Article: Looks can be everything.(Mars UK Ltd. Masterfoods UK Div.'s merchandising operations)
- Article from:
- Grocer
- Article date:
- October 7, 2006
- Author:
CopyrightCOPYRIGHT 2006 William Reed Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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You only need to look at what happened to Masterfoods last year to recognise the importance of effective merchandising.
The confectionery giant believes sales of its Celebrations were down 5.2m [pounds sterling] in the final four weeks of the Christmas season, which it attributes to poor availability and merchandising. "Product just wasn't on the shelf," says trade relations manager Andrea Taylor. "We know people who tried to buy the product but couldn't."
While this problem was not just about merchandising, but also how the product moved from storage to shell it did give Masterfoods food for thought.
As a consequence, this year its tins are ...