Chicago, IL – Sara Lee, in conjunction with the Perishables Group, launched a new category leadership initiative for its deli meats and cheeses sold in retail outlets.
A cutting edge category leadership tool created by the Perishables Group, the Business Solutions Platform is a web-based platform that capitalizes on the significant investment Sara Lee has made in understanding optimal pricing, promotion and consumer behaviors in the deli. The web platform houses this information and allows users to incorporate various pieces into customer-ready presentations in less than 10 mouse clicks.
“The Business Solutions Platform is taking category management in the deli to a new level,” said Bruce Axtman, Perishables Group president and CEO. “Sales data isn’t enough to lead a category anymore; it takes more advanced knowledge. The ultimate objective of the platform is to enable every member of the Sara Lee team to efficiently communicate that information with retailers to maximize sales.”
In addition to detailed point-of-sales data, the Business Solutions Platform integrates retailer performance versus the rest of market, brand performance, and trade survey results and insights. Also included are Spectra consumer profiles and consumer survey results.
Michelle Malkin, director, category planning at Sara Lee, said, “We know the only way to be a category leader is to understand all aspects of the category, and to work hand-in-hand with retailers to apply that knowledge. We will use the Business Solutions Platform to showcase the power of carrying the Sara Lee brand in conjunction with proven category management strategies to grow deli sales for our retail customers.
Source: The Perishables Group
