T H E B R A N D B U I L D I N G A D VA N TA G E O F D I R E C T-S T O R E -S E R V I C E
Direct-store-service provides control of product presentation and an unparalleled
segmentation capability ¬two great advantages in Dreyer÷s goal to build market
leading brands.
American consumers demand and expect quality products and they reward those
brands that meet their expectations. For ice cream consumers, quality is having their
favorite brands and flavors in-stock every time they visit the freezer aisle. Quality is
user-friendly packages with clearly visible flavors merchandised by brand and product
line so they can find their favorites ¬fast. Quality is point-of-purchase displays that
call attention to new flavors, seasonal products, and Limited Editions. And quality is
trusting that the ice cream they purchase will be perfect for their families, their
friends and themselves. There is no greater way to guarantee that Dreyer÷s portfolio
of brands meets and exceeds these consumer expectations than by controlling
presentation. Dreyer÷s people control Dreyer÷s ice cream every step of the way, from
the production line to the retailer÷s display case.
Segmentation¬delighting an ever-expanding variety of consumer tastes ¬is essential
for growth and direct-store-service is essential for effective segmentation. Effective
segmentation is seeing consumer trends before competitors and being first to market
with superior brands. Effective segmentation is being the partner-of-choice for major
consumer brands, like Starbucks
, Godiva
and M&M/Mars, that seek an advantaged
entrance into the ice cream category. Effective segmentation is marketing a variety
of ice cream package sizes appropriate for both retailers and their consumers. Effective
segmentation is great new products combined with the distribution clout to persuade
grocers nationwide to display them at retail. Finally, effective segmentation is executing
distribution service across a rapidly expanding business with constantly improving
in-stock rates.
There is simply no better way to build brands than through direct-store-service.
Forward