A trip to the bakers

BACKGROUND

The bakeries have always been a major consumption industry since it comprises of the sweet and savory sensations that excite our palate. Since taste is so pivotal in being successful, the bakers trust a very micro scale of raw material suppliers to ensure great quality of their product. Our challenge was to enter this industry and gain the confidence of the bakers in our product which would rub off on distributors as well.

ACTION STEPS

The majority of bakers were ignorant to new hydrogented fats for their products for the obvious reason of Trust. We began by hiring experienced people in this field who spoke in the technical language of the bakers and also had some previous relations with them. We hired chefs to run live demonstartions at the bakeries to gain their trust in live time.This way, the bakers would see the entire process and feel it first hand. All doubts and speculations were cleared in front of them and this made it easier for them to trust the quality of our product. Our aim was to target large number of small consuming bakeries to drive up volumes. Once we entrusted the bakers of our quality, it got much easier to appoint distributors and expand our network. We ran incentives in unique ways that indirectly benefited the bakers and distributors and also generated our sales volume. Over a span of 2years we had generated a base of over 500 bakers who would only buy our hydrogented fats for making their products.

RESULTS

Due to the success and sales volume we had achieved in such a short span, we had generated a great name in the bakery industry. Due to unfortunate events, our client had to shut down operations. We increased our clientele in this segment to 2 for whom we ran similar improvised strategies. Such were the results that today we achieve 500 metric tonnes of sales each month cumulative of both clients and continue to grow to higher sales volumes.