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How to Guide


How to market to a multiple retailer

How to market to a multiple retailer

Do you have a brilliant product that you are trying to market to supermarket retailers? Then this may help.

Launched three month ago, Bulldog is a new Natural male grooming brand.

UK produced and manufactured, the Bulldog range alclaims less of a carbon footprint than other competing brands which are imported from abroad.

It’s also the first mainstream ‘natural’ range to hit the shelves of a multiple at the same price point as the likes of Gilette and King of Shaves.

But how did they – and how can you - get there? Read on.

1. Research

Know your market and research thoroughly into your sector. Bulldog scoured the internet, met Health and Beauty experts, talked to friends, family as well as people on the street.

This will ensure you can approach the Retailer knowing that you are offering something that is not currently available, has a strong USP and is responding to consumer demand
2. Pinpoint the right person and the right retailer

Multiples receive thousands of stories about new products, brands and businesses.

Make sure you are offering something that will appeal to their target consumer. ‘Try Something New’ aligned well with Bulldog’s brand profile, hence it was a ‘natural’ choice.

Pinpoint the person you need to approach by speaking to contacts, going to trade shows and doing your research.
3. Offer something unique

Having a me too version of a product that is already out there is unlikely to appeal to large retailers.  It's highly likely that they already stock something similar and the existing product will come from an established supplier.

Bulldog is the first natural grooming brand in the mainstream. Sainsbury’s felt our passion and belief and worked with us to spread this message.
4.  Negotiate
When approaching a Multiple, be prepared to negotiate.

You will be pushed hard on price points and product support, so be realistic with these.

However, never forget your own product and company values and be prepared to walk away if you feel that you've compromised too far.

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