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SUCCESS STORY:
CANDY MINTS
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| This leading manufacturer of
candy mints in Canada had tried unsuccessfully for three years
to penetrate the U.S. market. The owner had made several
extensive (3 – week) road trips to the U.S. to visit
distributors and each time returned with marginal, temporary
sales. What they had failed to understand (and were never told
by those they visited) was that going direct to distributors
was not the accepted protocol to penetrate the market. After
spending thousands of dollars they hired CBEX and through
CBEX’s network were able to find out the following which lead
to their current strong position in the U.S.: 1. the rebagging
market for commodities like mints is the most effective way to
enter the market 2. the texture of their mint had to be
changed to reflect U.S. tastes 3. they had to offer a
packaging system and pricing structure to accommodate bulk
shipments 4. they had to go through a 3-step distribution
system, beginning with a rep/broker in order to maintain their
market position. Most recently this company has launched a
conversational heart mint program in the U.S. and is
challenging the position of NECCO (one of the largest candy
manufacturers in the U.S. in this category. |
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Names and
References available upon request.
Success is one click away,
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