The plan is a comprehensive financial strategy including different scenarios and distribution options and all costs associated. The planning process includes:
Evaluating the brand position and refining as needed for various distribution options
Determining the best distribution options to meet client needs
Developing the financial plan to include sales forecasts, inventory needs, marketing and infrastructure costs
Preparing the Marketing strategy and sourcing partners to execute including PR, Digital and Social Media, Product Development including Packaging, Sampling and Instore fixturing
Developing a Business Plan, if needed to secure funding or attract partners.
Creating a successful retailer relationship involves:
A unique message and ultimately a unique introduction
Outreach that includes retailer specific messaging and presentations
Partnering with the brand on all meetings and presentations, resulting in distribution
Negotiating all terms of business and contract reviews on behalf of the brand
Providing on-going account management services including relationships with the retailers’ Planning, Marketing and Merchant teams.
From Operations, Digital & Social Media, Marketing, Sales and Education, these positions become necessary at different points in the brand life cycle:
Developing the infrastructure plan phased in based on volume & distribution
Recruiting, hiring, and training staff on the brand’s behalf
Creating the on-boarding plan as well as on-going career development
Establishing supply chain resources
Education provides the fuel for the fire when it comes to Beauty brand success, crucial for online as well as brick and mortar selling:
Creating compelling content to differentiate the brand
>Delivering the education presentation to retailer’s staff
Participating in all retailer education events and ‘Train the Trainer’ activities
Developing immersive environments to launch products and retail relationships