Jared Kligerman

CPG Is Constantly Changing - Except When It's Not (part 19 in a series) Why Are 75% of Your Trade Promotion $'s Going to Increased Others' Profitability? Seems crazy, no? Isn't the role of trade promotion in CPG rather simple when you break it down? Isn't it to get consumers to look at your brand, try your brand and keep putting more of your brand in their shopping carts, their cars, their homes and eventually their stomachs. You're spending a lot of $ to do this to, right? Look at the last invoice you sent out and what you got back - most of that difference (deduction) is trade promotion. Now, look at the difference between your list price and your net price on the invoice going out. There might be a 15% difference on a lot of them. Now add the two together - probably well over 25%. What are you getting for this? No, in real results. By retailer. If you're like most, 15% of this 25% you are spending on trade is for OI's. Recognize 15% once a quarter is pretty much 15% on everything - analyze it. What are you getting for it? No, not in 'soft' benefits - this is business. In real extra cases. With details. I'd challenge any brand or broker to challenge this will real facts and feel very confident >90% cannot do this. Next, look at all the fees and other charges that are related to scans, MCB's, etc. It's significant. Probably over 5%. Well, just with that, we're at 75% of your trade promotion budget - that's close to 20% of your gross revenue - you could probably use this for other brand building activities, no? Maybe to get consumers to look at your brand, try your brand and keep putting more of your brand in their shopping carts, their cars, their homes and eventually their stomachs. Seems crazy, huh? Let's develop some objectives, a strategy and a process to address this - quickly and painlessly - before 2025 planning hits. We'd look forward to assisting. __________________________________________________________________________________ For more information visit us at www.schroedercpg.com, contact me at [email protected] or just send me a DM - why wait?

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CPG Is Constantly Changing - Except When It's Not (part 19 in a series) Why Are 75% of Your Trade Promotion $'s Going to Increased Others' Profitability? Seems crazy, no? Isn't the role of trade promotion in CPG rather simple when you break it down? Isn't it to get consumers to look at your brand, try your brand and keep putting more of your brand in their shopping carts, their cars, their homes and eventually their stomachs. You're spending a lot of $ to do this to, right? Look at the last invoice you sent out and what you got back - most of that difference (deduction) is trade promotion. Now, look at the difference between your list price and your net price on the invoice going out. There might be a 15% difference on a lot of them. Now add the two together - probably well over 25%. What are you getting for this? No, in real results. By retailer. If you're like most, 15% of this 25% you are spending on trade is for OI's. Recognize 15% once a quarter is pretty much 15% on everything - analyze it. What are you getting for it? No, not in 'soft' benefits - this is business. In real extra cases. With details. I'd challenge any brand or broker to challenge this will real facts and feel very confident >90% cannot do this. Next, look at all the fees and other charges that are related to scans, MCB's, etc. It's significant. Probably over 5%. Well, just with that, we're at 75% of your trade promotion budget - that's close to 20% of your gross revenue - you could probably use this for other brand building activities, no? Maybe to get consumers to look at your brand, try your brand and keep putting more of your brand in their shopping carts, their cars, their homes and eventually their stomachs. Seems crazy, huh? Let's develop some objectives, a strategy and a process to address this - quickly and painlessly - before 2025 planning hits. We'd look forward to assisting. __________________________________________________________________________________ For more information visit us at www.schroedercpg.com, contact me at [email protected] or just send me a DM - why wait? Schroeder & Associatesschroedercpg.com • 1 min read

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CPG Is Constantly Changing - Except When It's Not (part 19 in a series) Why Are 75% of Your Trade Promotion $'s Going to Increasing Others' Profitability? Seems crazy, no? Isn't the role of trade promotion in CPG rather simple when you break it down? Isn't it to get consumers to look at your brand, try your brand and keep putting more of your brand in their shopping carts, their cars, their homes and eventually their stomachs. You're spending a lot of $ to do this to, right? Look at the last invoice you sent out and what you got back - most of that difference (deduction) is trade promotion. Now, look at the difference between your list price and your net price on the invoice going out. There might be a 15% difference on a lot of them. Now add the two together - probably well over 25%. What are you getting for this? No, in real results. By retailer. If you're like most, 15% of this 25% you are spending on trade is for OI's. Recognize 15% once a quarter is pretty much 15% on everything - analyze it. What are you getting for it? No, not in 'soft' benefits - this is business. In real extra cases. With details. I'd challenge any brand or broker to challenge this will real facts and feel very confident >90% cannot do this. Next, look at all the fees and other charges that are related to scans, MCB's, etc. It's significant. Probably over 5%. Well, just with that, we're at 75% of your trade promotion budget - that's close to 20% of your gross revenue - you could probably use this for other brand building activities, no? Maybe to get consumers to look at your brand, try your brand and keep putting more of your brand in their shopping carts, their cars, their homes and eventually their stomachs. Seems crazy, huh? Let's develop some objectives, a strategy and a process to address this - quickly and painlessly - before 2025 planning hits. We'd look forward to assisting. __________________________________________________________________________________ For more information visit us at www.schroedercpg.com, contact me at [email protected] or just send me a DM - why wait?

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Perhaps a dumb question: Given it’s fairly common for sub-scale Canadian CPG brands to go public on the Canadian stock exchange… Could a sub-scale U.S. CPG brand IPO on the Canadian market? And if so, why don’t more brands doing, say, $25-75M in revenue do this? (considering alternative exit paths have been close to nil since Jan, 2022) Mike Fata - any ideas? #canada #canadianstockexchange

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New CPG Brands - Know Your Retailer Volume Expectations Before You Pay Slotting! There's nothing worse than spending the significant slotting and new intro dollars to get your new brand or SKU into a new chain, only to find out that it is discontinued in the next cycle, no? That's a huge punch to the gut! Well, based on comments from a survey I launched a couple weeks ago, these volume minimums vary by customer & by category. However, there are minimums. If you are leading a CPG brand, your broker (or outsourced sales function) should be providing this information to you and assisting in analyzing & developing the promotional plans to exceed these minimums significantly - that's what you pay commissions dollars for! Your goal should be never losing an SKU until long after it you exceed profitability on your investment - and ideally not even then. One of the basics in building a brand in a highly challenging environment - comments welcome! _______________________________________________________ Schroeder & Associated assists small & midsize brands maximize their trade promotion effectiveness through process, defined roles & responsibilities and analysis. For more information, contact us at www.schroedercpg.com or [email protected]. We'd look forward to assisting you address your opportunities!

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😮 What has Walmart Canada done now??? You have to read this... 😮 If you or someone you know is sensitive to bright lights, loud music, general chaos - then you will love this....I promise. 🛒 Just imagine walking into a Walmart store one weekday morning and there’s a sense of calm hanging over the store. 🛒 No loud music, no loud announcements, the lights are dimmed -- all to help shoppers during sensory-friendly hours at Walmart retailers. 🛒 The subdued atmosphere is all part of a sensory-friendly experience Walmart Canada recently launched every Monday, Tuesday and Wednesday at its 403 stores in a bid to make shopping trips easier for people who are sensitive to busied and loud environments or who are just looking for a quieter retail shopping experience. 🛒 No music is blaring, announcements can’t be heard, and in the sprawling entertainment section the TVs are displaying a static blue screen instead of their usual flashy programming. 🛒 Well done Walmart Canada. This is a huge step in creating a more inclusive shopping experience. 🛒 This shows that even behemoth retailers like Walmart can make huge improvements to their shopper experience, and in turn have a huge impact on over-all shopping experiences for everyone. Field Agent Canada Field Agent #retail #shoppingexperience #inclusion #welldone #customerexperience #shopperjourney #mysteryshopping Rob Nicol Harsh Mall Shariq Hasan Gonzalo Gebara Jeff Doucette Diane J. Brisebois

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🚀 Curating Winning Menus & Leveraging OCS Flow-Through 🚀 In the competitive cannabis retail space, building a standout product menu is critical for attracting and retaining customers. Join us on November 12, 2024, at the Cannabis Retailer Summit, where we’ll dive deep into: 🌟 Curating Winning Menus: Learn how to strategically tailor your product selection to meet evolving consumer demands, improve sell-through rates, and maximize profitability. Discover best practices for building a menu that appeals to diverse customers and sets your store apart from the rest. 🌐 Leveraging OCS Flow-Through: Unlock the benefits of the OCS Flow-Through program to expand your product selection, increase flexibility, and introduce exclusive items. This session will explore how retailers are leveraging flow-through to stay agile, competitive, and relevant in a rapidly changing market. 💡 Hear from Leading Retailers: Nick Baksh, Raju Saini, and others to gain insights directly from successful retailers who have enhanced their menus and driven success through OCS Flow-Through. For more details and to secure your spot, visit: https://lnkd.in/g68nC87d OCS Ontario Cannabis Store

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Still strong results for NARTD (Soft Drinks) players with top & bottom line beat for both PepsiCo and Keurig Dr Pepper Inc. Yet, that's not to say all is rosy, with all the growth being exclusively price driven with negative volumes across all the main categories. Trend that is driven by a weaker demand from lower-income consumers and that we do not expect to revert in the upcoming quarters To be monitored carefully at a time consumption patterns are increasingly diverging in most of the developed economies (US, Europe and beyond...) between lower-income consumers & the rest Specifically: Pepsico Q1 FY24 results summary: • NR: $18.3bn • OSG: 2.7%; Volume: -2%; Price/ mix: 5% • GM%: 54.8%; -43 bps vs Q1 FY23 • OP%: 16.1%; +40 bps vs Q1 FY23 • Beat analysts’ consensus for revenue as well as EPS Keurig Dr Pepper Q1 FY24 results summary: • NR: $ 3.47bn • OSG: 2.8%; Volume: -0.3%; Price/ mix: 3.1% • GM%: 56%; +393 bps vs Q1 FY23 • Adj. OP%: 23.8%; +300 bps vs Q1 FY23 Results by Division: • U.S. Refreshment Beverages o NR: $ 2,093m o OSG: 4.3% (Volume: -1.3%, Price/mix: 5.6%) o Adj.OP%: 29.7 %; +440bps vs Q1 2023 • U.S. Coffee o NR: $ 911m o OSG: -2.1% (Volume: -0.3%, Price/mix: -1.8%) o Adj.OP%: 31.7%; +110bps vs Q1 2023 • International o NR: $ 464m o OSG: 7.0% (Volume: 4.8%, Price/mix:2.2.6%) o Adj.OP%: 23.5%; +330bps vs Q1 2023 𝗧𝗼 𝗴𝗲𝘁 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀, 𝗳𝗼𝗹𝗹𝗼𝘄 𝘂𝘀/ 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲 𝘁𝗼 𝗼𝘂𝗿 𝗙𝗠𝗖𝗚 𝗖𝗘𝗢𝘀 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿: 𝗵𝘁𝘁𝗽𝘀://𝗹𝗻𝗸𝗱.𝗶𝗻/𝗲𝗥𝟴𝘃𝗗𝗽𝘃𝗘 #strategy #cpg #fmcg Frederic Fernandez & Associates

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Ok... Going to stop previewing my Substack articles on LinkedIn...just going to write on Substack - I can't see where LI has actually done anything for me. You want to understand Canadian cannabis companies (like, strategy and financial position), or learn about business strategy and consumers and brands? Come on to my Substack...or just stay with the free stuff on LI - you'll get your money's worth.

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Those companies that truly understand and apply Playing to Win to develop their complete business strategy, understand the importance of Where to Play. Within WTP, one component is the customer, as all customers are not created equal - not all customers are right for your business. For example, when I was President of Bacardi Canada, we revised our customer WTP within on-premise, to focus on the small premium chains and independents. We would have been at a strategic disadvantage with large chains, trying to compete with Diageo. With smaller chains and independents, our experienced in-house on-premise sales force could develop deeper customer connections, where Diageo simply was not interested in trying to enter. With more premium accounts, our portfolio of brands like Grey Goose, Bombay Sapphire and Bacardi represented a better fit, for them and us. Back in 2012, accounts like Muzik, Canoe, Harbour 60, in Toronto, were accounts where we had strong relationships, brand exposure and sales - and they also operated as lighthouse accounts, providing reinforcement of a premium brand positioning. Think through WTP across all elements of your business (who, what, where, through who), with through who being the customer.

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Build Something That Stands Tall Through Time When the CN Tower was built, it was more than just a radio tower. It was a statement. A beacon of innovation that transformed a practical necessity into a symbol of Toronto’s identity. What if we built our companies and brands with the same vision? Not just to solve today’s problems like ‘give me MORE PROTEIN’ … but to become timeless icons. To take what’s functional and turn it into something that is timeless. To inspire pride and identity. All of the world class brands do this. Just like the CN Tower wasn’t merely a structure but a revitalization for a city, our businesses can be more than products or services—they can redefine what it means to stand tall through time. So my question going into the weekend for all of us is … How will you build your legacy? #cultureFIRSTleadership 🎥 … running & exploring Toronto this morning. 👇🏼

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🚀 T & T Supermarket is quietly transforming the grocery industry in Canada! From its humble beginnings in Vancouver in 1993, T&T Supermarket has grown into Canada’s largest Asian supermarket chain, known for bringing authentic Asian flavors to mainstream Canadian shoppers. Now with over 30 locations nationwide, they offer an incredible selection of Asian products, from fresh seafood and produce to house-made dim sum, and specialty groceries. 💡 Some interesting takeaways about T&T Supermarket: 👉 Ethnic Supermarket Success: In a landscape dominated by large grocery chains, T&T thrives by catering to the growing demand for international and multicultural products. 👉 Innovation at Scale: T&T offers not just groceries, but a rich experience—think in-store kitchens, fresh-made sushi, and unique products rarely found in traditional stores. 👉 Cultural Connection: It's become a cultural hub for Asian communities and a go-to for food adventurers seeking authentic experiences. 👉 Owned by Loblaws: After its acquisition in 2009, T&T has continued to grow, tapping into Loblaws’ resources while retaining its distinct identity and customer base. 🛒 With the rise of multiculturalism and growing interest in diverse cuisine, T&T has positioned itself as a pioneer in ethnic grocery retail. 📈 Check out just a few of the recent photos we have captured in T&T stores across Canada 👇 Is your brand ready to meet the growing demand for culturally rich products in Canada? Get in touch to see how we can help! Field Agent Canada #retail #cpg #internationalcuisine #multicultural #foodtrends #consumerinsights #mysteryshopping

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🗣 We’d love to hear from you—what strategies have worked best for your brand in-store? Share your experiences in the comments, or tag us on LinkedIn to keep the conversation going! 📢 #NaturalMarketing #InstoreDemoSuccess

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Bc Q1 sales did not look good Am I concerned? Liquor sales are down across the board 2020 and 2021 were wildly high, 2022 and 2023 started to soften But alcohol categories are struggling But why? Prices are high, customers have less money Restrictions are up and concern is high Younger people are buying less alcohol Healthy living means reducing consumption What do I think of this? It’s a good thing Industries need strength This comes during struggle And consumers look for brands That are trustworthy and listen So this could be your chance! To win over customers for life! So am I concerned! Not at all! This is the chance of a lifetime! Info from Emc Publications

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I've been reflecting on the different paths two of my brands are taking: Canadian Protein and BioSteel. Canadian Protein has caught the attention of major retailers like Costco and Loblaws, while BioSteel though performing well at retailers, faces constant competition for shelf space. It raises an interesting question—why do you think there's such a difference? Is the competition simply more intense in the CPG beverage space? I’d love to hear your thoughts on why some brands seem to navigate the market more smoothly while others face more challenges. What do you think are the key factors at play? #ProteinMarket #BusinessStrategy #CompetitiveAnalysis #CPG #RetailMarketing #Entrepreneurship

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Who’s really sipping on low-dose THC beverages? The answer might just surprise you! 🌿 Meet the health-conscious urbanites aged 35-42, affectionately called “Metro Renters.” They’re all about balancing wellness with relaxation, choosing subtle, functional buzzes over intense highs. These city dwellers navigate busy work schedules and are choosing to make low-dose THC beverages their go-to for stress management and socializing. Want to know more about this intriguing crowd? My latest newsletter has all the juicy details. Plus, we’ve got two fresh brand reviews, new job listings, an interview with Ave Miller of Uncle Arnie's, and more! Don’t miss out—subscribe now to get the inside scoop. 📩 #CannabisCommunity #THC #HealthAndWellness #UrbanLiving #CannabisBeverages #Newsletter

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It's been disappointing to see the lack of conversations around the viral Simu Liu clip floating around. This has been one of the first times, that discourse around cultural appropriation in CPG has been brought to the spotlight. The truth is, it's not my job, or Simu Liu's job to tell people where the line is on cultural appropriation in CPG. I don't have to tell you why a non-native person starting a boba tea, or agua fresca, or tepache, can be offensive to cultural groups- your customers (and the internet) will do that for you. I can tell you, however, that over the past several years starting Bawi Agua Fresca I have had conversations with so many entrepreneurs of color, and customers, who feel exactly like Simu Liu does. It's incredibly annoying to see a cultural CPG product, then after 2 minutes of research coming to find that there is not a *single* person from the product's cultural origin on the team, or cap table. How would we feel if Sanzo's Asian inspired sparkling waters were made by a white guy? How would their customer base feel if that knowledge became public, in a mass-market setting? This is legitimately what just happened to the Bobba tea company on Dragon's Den. No one knew, until they found out and the people reacted. To add insult to injury, it's often significantly more difficult for entrepreneurs of color to get their products off the ground. They're entering a landscape where their cultural categories feel to be, quite literally, colonized. Conversations like this are only as helpful as the discourse you, as an individual, will allow. I am not the arbiter or cultural appropriation, and as a first-generation Mexican immigrant and beverage entrepreneur, I'll *still* let the market decide how they feel about future cultural innovations. I don't have to call you out. Snaxshot doesn't have to call you out (but she probably will!) Cultural sensitivity around cultural appropriation is at an all time high, regardless of how you feel about it. Whether you want to frame this in terms of morality, crisis management, or strategic planning, is a moot point. If you do something cultural insensitive, at scale, you will be held accountable. And spoiler alert, most every CPG entrepreneur wants to do things at scale. Executives, industry professionals, entrepreneurs- please keep your finger on the pulse. You become "out-of-touch" when you refuse to discuss ever-evolving cultural norms. I'm sure my children and grandchildren will educate me one day, and I hope I'm not stubborn enough to hear them out. https://lnkd.in/g5wHax2P

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