Food & Beverage
Building A Sales Effectiveness Process For The Wholesale Channel
Keurig (formerly Green Mountain Coffee Roasters) is a leader in the specialty coffee business. It sells a wide variety of fine coffee through multiple distribution channels. Sales in one of the company’s largest sales channels - wholesale market - were below expectations. Many wholesale customers (supermarkets, convenience stores, restaurants, universities, hospitals, hotels and offices) viewed all coffee as a commodity; customer attrition was high; participation in seasonal promotions was lower than forecast; and market pressures were pushing prices down.