Pen Rite has worked closely with many CPG companies to help them formulate the optimum Retail Execution Strategy for their organization. Every company is as different as their product lines and their own culture. Many organizations do not have a national head of retail. Some companies direct retail through their sales organizations which may divide retail into geographically and/or philosophically diverse execution strategies. Some companies prefer to utilize a national broker while others prefer a local or regional broker. Some companies prefer to manage retail coverage themselves with there own Dedicated Retail Team.

Many companies are struggling with justifying expending retail dollars on the grocery COT at the expense of Wal*Mart or others in the mass COT. There is no simple solution as this strategy is dependent on, at the very least, your product line, channel penetration, and selling mix.

• Pen Rite has the tools and analytics to guide you through this process smoothly and help you optimize your retail dollar spend.

• Pen Rite can also guide you through your broker selection process if that is the optimum path for your organization.

The development of a strong and effective retail execution strategy has to take into account an overall cost to serve analysis. This cost to serve analysis has to incorporate many factors such as:

• ISE spend per retailer
• Reset spend per retailer
• Home store spend per retailer
• Broker or Dedicated retail coverage cost
• Trade Marketing spend per retailer
• Margin contribution per retailer with all associated costs

This information will tell us where we are. We can then formulate a path to get us to our goal.