Magazines Archives - 2011 December

Kraft Foods expands team to realign business in Asia-Pacific
Story 7 - Food Business Asia

GLOBAL food producer Kraft Foods has transformed its sales team in a bid to meet challenges in the Asia-Pacific region, with the aim of becoming a leader in the biscuits and confectionery sector. Kraft Foods’ vice-president of sales for the Asia-Pacific, Andy Tosney, revealed that in line with this, the company has doubled its sales force to over 10,000 people, a move which has helped boost its distribution points during product launches. Meanwhile, in the Philippines, the group discovered that only 9% of shoppers were going down the beverage aisle. “The team set up permanent sampling units in the aisle to create excitement, which attracted shoppers, which led sales in that category to increase over 50% in the country,” he continued.

Kraft Foods’ Andy Tosney: “Kraft Foods’ research revealed some interesting facts about how and where its products should be merchandised in-store.”

Kraft Foods also implemented an “Aisle Reinvention” programme to group products within the same category, making it easier for shoppers to locate.

“Kraft Foods conducted 1,200 ‘aisle reinventions’ of ‘snacking world’ in the biscuits category in China, which contributes 25%-35% to top-line growth for our customers,” said Tosney.

Aside from its merchandising streamlining, the company has also invested US$5 million in the past two years to boost its training and development of personnel in the region.

“The sales team also doubled the number of training sessions in 2010, and it will increase by another 50% by the end of this year,” he maintained.ra

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