Lonny James Ruben’s Post

The CPG Circle was developed to help emerging brands navigate the brick & mortar retail landscape which can be confusing and expensive. With poor planning, the broker and distributor structure can be expensive and tricky. Export opportunities require compliance and complex logistics Who do we work with? ⭐️NEW + EXISTING BRANDS EXPANDING THEIR RETAIL AND GLOBAL FOOTPRINT ⭐️RETAILERS, WHOLESALERS AND DISTRIBUTORS LOOKING FOR NEW AND EXCITING PRODUCTS What do we do best? ⭐️COLLABORATION Built on our team of former grocery, pharmacy, distribution and brokerage experts ⭐️CONNECTIONS We know the biggest distributors, buyers and retailers. ⭐️CLOSING We help you close those deals. 📦LAUNCHING SOON: The CPG HUB - a turn key facility for co-packing, manufacturing, shared logistics, strategy sessions, sales and distribution help and so much more! Send me a DM or tag a company who could use our services. Welcome to The CPG Circle ⭕️ #cpgspace #cpgcircle #cpgmarketing #cpgbrand #branding #manufacturing #logistics #centralizedhub #copacking #copack #copackservices #emergingbrands #branding #sales #wholesale #distribution #entrepreneurship #entrepreneur

CPG Industry 🤝 Movie Industry Did you know that within the last year...almost every one of the “Top 25” grossing box office movies were based on existing IP or part of a franchise? You're probably wondering how that random factoid relates to the CPG industry, right? Over the past 5-7 years, we've continually referenced this idea of the "CPG industry innovation paradox." But what happens when CPG brands decide instead to play it extremely safe like movie studios? Does all that CPG product renovation (line extensions, reformulations, or relaunches) activity: 1️⃣ risk the future survival of established CPG industry players? 2️⃣ make them more profitably efficient? #strategy #trends #markets #fmcg #cpg #food #beverages #sportsnutrition #supplements #innovation #productdevelopment #branding #marketing #merchandising #retailing #retail #business #grocery #businessintelligence #entrepreneurship #consultants

Are you crafting and presenting a compelling value proposition to distribution partners? As someone with firsthand experience running a distribution company, I've sifted through countless pitches. The reality? Most brands blend into the background. What separates the successful ones is a clear, compelling value proposition tailored to the unique needs and goals of their distribution partners. Understanding the Distributor's Perspective Distributors are inundated with offers from brands hoping to carve out a spot in a crowded market. Each proposal competes not only with existing products but also with other potential new entrants vying for limited resources. Distributors have finite time and capital, and they must allocate these to brands that promise the best returns on their investment and enhance their existing portfolio's strength. Crafting Your Pitch: More Than Just Products Present a Clear Selling Strategy: Begin by clearly articulating your brand's sales pitch. Provide a straightforward brand plan, detailing the retail strategy and support plan. This is about showing not just your products but how they fit into the market and, crucially, how you'll support sales on the ground. Highlight the Incremental Value: Explain precisely how your brand will enhance the distributor's business. This isn't just about adding another product to their lineup; it's about offering a product that complements and enhances their current portfolio, potentially introducing new customers or higher margins. Understand and Speak to Key Performance Indicators (KPIs): Most distributors assess their business based on specific KPIs like cases per delivery and profit per delivery. Communicate how your brand can improve these metrics. For example, if introducing your brand could increase the average profit per delivery, that's a compelling reason for a distributor to consider your product. Leveraging Data and Insights Utilize data to back up your claims: Demonstrate how your brand will add value with a detailed and effective pitch. Show how your product aligns with consumer preferences and their current brand portfolio, thus ensuring it's not just another SKU but a strategic addition to their offerings. Presenting your value proposition effectively is crucial for cutting through the noise in the distribution landscape. By focusing on clarity, specificity, and alignment with distributor goals, you can significantly enhance both the quantity and quality of your engagement with potential partners. Feel free to reach out if you’re looking for tailored advice on crafting a standout distribution strategy. #BeverageIndustry #DistributionStrategy #BusinessGrowth #SalesStrategy #SupplyChainManagement #BrandBuilding #MarketingStrategy #PartnershipManagement #ValueProposition #Entrepreneurship #FiveStarBeverage #FiveStarStrategy

Since our foundation, we have been working in our specialist channels. With our experience and knowledge in the FMCG sector our dedicated team offers a wealth of category advice to ensure we deliver individual solutions that serve your needs. Get in touch with our trading desk Muskan Datta Mariam Ahmed Karan Manek to see how our expertise can optimize your business. #Teamwork #Diversity #Innovation #Resilience #Teamwork #Leadership #Innovation #ConsumerGoods #Wholesale #ContinuousGrowth #FMCG #Toiletries #OTC #Cosmetics #Hardwork #Business #Discipline #FocusOnImpact #Entrepreneurship #Leadership #Toiletries #SandeaWholesale #cleaningproducts #businessgrowth #distribution #IndustryTrends #ExceptionalProducts #Skincare #ClientSuccess

Well-funded early-stage consumer brands often develop national sales organizations with three layers, including regional directors, to cover America's large geography. This is a huge advantage over the solo founder who has no field troops with which to maintain shelf compliance and grease the wheels of the trade. However, there is also a seldom discussed risk with these large sales teams. The more nuanced and account-dedicated your sales staff are, the more exposed they become to aggressive "buyer requests." Hey, if you can quickly, cheaply fire off an exclusive flavor for Kroger when they ask, go for it. Why not please them AND grab another slot? But, I've seen teams get too caught up in pleasing their buyers because the scope of their role is too specialized. They need something to do, so to speak. They overthink the account. They slip away from the core strategy. This is the number one reason that SKU proliferation occurs among well-funded brands. The sales organization is a bit too good, too effective, and too submissive to buyers. The advanced art of CPG sales is to deflect inappropriate ideas and product requests that are off-strategy and substitute them with some other gift to the buyer. It's about saying 'no' strategically when needed, not saying 'yes' to any opportunity to boost the account's volume. The bigger the sales org, the more disciplined the founder must be to keep everyone on-strategy. #business #startups #entrepreneurship

𝟯 𝗣𝗶𝗹𝗹𝗮𝗿𝘀 𝗼𝗳 𝗥𝗲𝘁𝗮𝗶𝗹 𝗣&𝗟 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁 My years in #retail P&L #management taught me one critical thing; there are three key metrics that you have to continuously balance to run a successful retail business. If even one of them is neglected, the other two will automatically be negatively impacted in the short to medium term. These three pillars of retail P&L management are: 1- #Revenue 2- #GrossMargins 3- #Inventory Holding Looks very simple.. One would have expected more complex metrics.. Yet, most #retailers are not able to manage all three together. Analyse any retailer in the red and you will see that they sacrificed one or more of the above for the other. Most recent and trending example - Mamaearth. In the run to show revenue growth, they sacrificed Gross Margins (much higher marketing and customer acquisition cost than industry) and inventory holding. Where they have reached is for everyone to see. I have seen companies take conscious calls to sacrifice one of the above elements to grow the other, e.g. most commonly companies go low on GM to increase revenue or vice versa, but if two of these elements go out of control, I haven't seen many companies make a #comeback. #retailmanagement #fmcg #profit #d2c #brand #consumer #amazon #loss #entrepreneurship

Useful insights on Retail P&L Management.

This week in my marketing class, we explored the concepts of retailing and wholesaling, focusing on their importance and how they influence the economy. Retailing refers to selling products or services directly to consumers for personal use. It’s vital because it connects businesses to end customers, driving demand and consumption. Retailers also create convenience by offering a wide variety of goods in one location or online, which enhances the shopping experience. Additionally, retailing generates employment, from store staff to e-commerce roles, contributing significantly to economic growth. On the other hand, wholesale involves selling goods in bulk to retailers or other businesses. Wholesalers act as intermediaries between producers and retailers, ensuring products are efficiently distributed. They help reduce costs for retailers by managing large inventories and providing storage, transportation, and bulk pricing. This efficiency in the supply chain reduces waste and ensures timely delivery of goods to stores or customers. Retailing and wholesaling form the backbone of the distribution network, ensuring that goods flow smoothly from manufacturers to consumers. Their impact on the economy is immense, as they support millions of jobs, encourage entrepreneurship, and enable competitive pricing. Both sectors are critical in meeting consumer needs while driving economic progress and stability. #BYUHAWAII #Success #Retail #Wholesale #Entrepreneurship Ryan Waite 🏛️ Win Your Campaign.

Whitey Basson is ,next to Warren Buffet my absolute epitome , of how to be an excellent business man .or as he says grocer..he saw the gap in the market..spent physical time in his stores..meeting and observing his clientelle..understanding there needs and requirements..he understood that given the current situation in South Africa.. what his customers desired..or what would bring them into his stores..his research showed that sources of protein.which in his case was chicken was crirical to a family..his group became the largest retailer of chicken in the country..he uses multiple suppliers as the rate he sells chicken no single supplier could offer can supply him I remember one of my first Turaround was Pharma Natura..I remember going to my first meeting in Cape Town with Pieter Engelbrecht..CFO of Shoprite at that stage.. this is where I received my first Masterclass on using big data to run your business..we arrived in Pieter office with great aplomb with how our Turnaround for the company and how in 18 months we were going to turn the company around and be bigger and better..in his quiet way he politely greeted us..then went to his dashboard..pulled up Pharma Natura and proceeded to give us a store per store sku per sku how our products were turning in the stores..where we had not read the room..and showed how we had incorrect SKU in incorrect stores..understanding that we were totally out of our depth as Turnaround Specialists..a lesson I learned that day stuck with me ingrained for the next 15 years..always ask if you don't know you will be better of for this..Luckily the Shoprite team understood we needed assistance..they 'helped us out that day by agreeing not to move our SKU for 6 weeks if we worked to fix our total shambles of a company..just cost us serious advertising space..3 for 2 specials and providing lost leaders..Pharma Narura..had to rethink its strategy..they had a world class manufacturing facility..licenses to manufacture up to Schedule 4 medications..we needed to reconsider suppliers as whilst they were giving us excellent product they were not competitive in pricing and consistency in supply..this is where we learnt about white labeling the well known products..start manufacturing for third parties..marketing to your audience...this has what has made Dischem and Clicks such large dominant players in the retail pharmacy space..Shoprite..solution open pharmacies instores..eat the R4 to R15 rand Levy.. allow to drop your scripts off and go and do your shopping there are now 144 Medirite pharmacies in Checkers and Shoprite stores in South Africa..what was achieve by doing this..I know go to one store where I can do all my business..even buy my tickets for shows..buy my lotto tickets and do international money transfers...I also spent more time in the stores.. Whist I am sure that Pieter will not remember me I will never forget the Master class ..based on Whitey philosophy I will be forever grateful....

Everything in connected. That's obvious. What's not always that obvious is the extent of impact that each profitability driver has on profitability as a whole and more importantly on each other. 2024 and 2025 headwinds calls for an enhanced understanding and sensibility of what it will take for a brand growth reset. Functional marketing, sales, operations and financial silos and approaches won't cut it anymore. Alternate pragmatic solutions exist. #cpg #fmcg #profitablegrowth #pricing #grocery #emergingbrands #revenuegrowthmanagement