No more sitting on the fence – the right shelf space balance for multinational product ranges
Wolfgang FrostSara Lee, Germany
Thomas RodenhausenMediaTransfer AG Netresearch & Consulting, Germany
BACKGROUND AND BUSINESS OBJECTIVES
Sara Lee Corporation is a worldwide operating manufacturer and marketer of branded consumer products active in 200 nations. Sara Lee has secured a leading position in many markets for body care products with strong local brands.
For both FMCG manufacturers and retailers, shelf space is a scarce resource. Non performing SKUs cut into profits of both parties. For the manufacturers the cost of listing new products is...