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Non-Tech : The Children's Beverage Group (TCBG)
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To: dlc who wrote (2248)1/7/1999 1:03:00 PM
From: RJC2006  Read Replies (1) of 2452
 
Retailers of course love hot products. What they don't care for is a hot product at the expense of other products on their shelves. If TCBG sales go up and Kraft sales go down then a retailer really hasn't gained that much. On the other hand if Kraft sales are steady and TCBG sales incline then they have a real winner. Rather than look at unit sales of TCBG it would be wise to see if Kraft sales are affected. This could be difficult to do unless there is a way of determining the overall quantity sales of the the Capri product Retailers could care less which product is bought. It's total volume across the entire product line that is their bottom line. Yes, for TCBG's folks carving out a niche at your competitor's expense is the way to go but for retailers it is a zero sum gain. What does this have to do with anything? It affects presentation and shelf space at the point of sale.
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