In a project for Halls, Michael Roth Advisors developed a fact based strategic plan that lifted the Halls brand to what were then record new high sales, brand share and brand promotional share results. The category management based effort was worth at least $10 million in year one of its implementation.
As the leader of a large internal category management team at Pfizer, Michael Roth and his Advisors were tasked with finding growth for the divisions oldest and most mature brand—Halls. We conducted a fact finding process that identified a number of relevant facts for a new expansion plan. Specifically, we found that the Halls brand:
- Provided retail partners with the greatest retail productivity in the category and by far the highest incremental promotional lifts in the category.
- Concurrently however, Halls was significantly under spaced and under promoted versus its market share.
These facts led us to develop a multi-faceted, fact based strategic plan that included:
- A new distribution drive
- An entirely revamped retail promotional program
- A new consumer promotion plan which was developed to work in concert with trade promotional objectives
- New sales force goals, objectives, resources, contests and tools,
- New products linked to the trade and consumer promotional plans and
- A new category management selling platform customized to multiple trade channels including food, drug, mass, vending and convenience store channel.
The results of these plans were that the Halls brand achieved nearly all of its distribution goals, increased share significantly and saw its best sales growth in many years. The year one sales impact of the program was estimated then at $10 million and has likely translated into an ongoing annuity for the company worth several times that number.