INDUSTRIES
Consumer packaged goods
A CPG brand does not cross a border on its packaging. It crosses on the shelf it lands on.
WHERE THIS USUALLY STARTS
The situations we recognize on the first call.
01
Your CPG brand sells at home and has no shelf in the next market.
02
Your air care and home care lines are placed in one channel and missing the convenience channel entirely.
03
Your mass retail buyer wants a category plan and you have a product list.
04
Your packaging is built for a domestic market and has not been localized for the buyer who has to stock it.
Air care and home care through mass and convenience channels. We place CPG brands through category management, trained distributor management, and manufacturer representation, running mass retail and convenience as separate motions with separate evidence. A planogram that works in one channel does not transfer to the other without localization.
Glade and OZIUM placed across mass retail and convenience channels in Central America and the Caribbean.
01
Channel mapping
We map which channel in which market actually moves the category, before chasing a listing that will not sell through.
02
Convenience placement
We design the cooler set and the counter display for the c-store buyer who stocks a different shelf than mass retail.
03
Mass retail category plan
We bring the buyer the category intelligence they cannot get elsewhere, so the order follows the advisor.
FAQ
Questions before you sign
We hold the distributor and retailer relationships in the region and carry the brand into the buyer meetings ourselves. We start in the channel and market where the category moves, place the shelf, then widen into the next channel.
They are different sales. Mass retail runs on a category plan and a planogram. Convenience runs on a cooler set, a counter display, and a reorder discipline the mass retail planogram does not solve. We run them as separate motions.
Yes. Packaging built for a domestic market will not stock on a foreign shelf without localization. We handle the planogram requirements and the regulatory localization as part of the placement.
Glade and OZIUM have been placed across mass retail and convenience channels in Central America and the Caribbean.
A decision under uncertainty
An air care brand had a strong mass retail position at home and no presence in the convenience channel across Central America. The choice was to chase a second mass retail listing or to build the convenience channel from scratch. We took the convenience channel, because the mass retail buyer already held the category and the convenience buyer did not. The shelf we built became the entry the mass retail buyer could not refuse.
WHERE THIS GOES NEXT
A two-week diagnostic, on site.
We sit with your internal and external stakeholders, look at the channel and the shelf, and give you a written view of where the constraint sits, what moving it would take, and whether we are the right firm to help.
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