Brand Booster Index
Helping brands to succeed in the independent and symbol convenience channel
There are 30,000+ independent symbol and unaffiliated stores. A segment of the convenience channel that's worth £24bn+. For brands looking to succeed in the independent convenience channel, there are many more complications when compared to gaining listings in the grocery multiples. The biggest issue facing brands is to get the retailers themselves to ‘buy into’ them and in some respects, this is as critical as gaining consumer traction.
Did you know?
Within symbol and independent convenience it's not your relationship with a 'head office' that counts. the higher a brand's spontaneous awareness, and the more affinity they have with a retailer, the more likely they will be to remember to buy that brand when at the cash and carry or online!
How does the Brand Booster Index work?
The Brand Booster Index provides brands with a half-yearly measurement tool that tracks independent and symbol retailer sentiment and satisfaction against key performance indicators by which they will measure the success of their business relationships. These are then benchmarked against the competitive set to show how they rank in terms of their current performance and give clear guidance as to the areas in which they need to strengthen and current areas of strength which they need to maximise.
Key factors measured include
Performance of BDMs, support with ranging, planograms, promotional activity, new product development, complete category advice and other factors which make up the core range of support.
Quantify your brand perceptions
Evaluate where and how retailers build their perceptions of brands. What are the key tools that brands can utilise in order to build awareness, credibility and successful relationships.
The top 3-5 manufacturer brands across key FMCG categories are rated by independent convenience retailers
Each manufacturer brand will have a sample of 200 interviews per wave. The following manufacturer brands will be included in the inaugural survey;
Soft drinks | Coca Cola, Britvic, AG Barr, Suntory, Red Bull, Boost, Vimto
Beer and Cider | Molson Coors, Budweiser Brewing Co, Carlsberg, Heineken
Confectionery | Mondelez, Nestle, Mars, Ferrero
Tobacco/VAPE | JTI, Philip Morris, JUUL, Liberty Flights
Spirits | Pernod Ricard, Diageo, Halewood
Additional manufacturer brands (from existing categories or new categories) can be added upon request