USE CASE — CATEGORY MANAGER
Where are the untapped opportunities in my category?
Identify products already succeeding in some segments but still underdeveloped elsewhere. Combine sales, customer profiles and depots to target your next growth opportunities.
Identify promising segments
Identify distribution gaps
Prioritize opportunities to test
THE CHALLENGE
Your bestsellers do not reveal all the potential
A product can succeed with one customer type while remaining underdistributed in depots serving similar profiles. Conversely, low sales may reflect an unsuitable offer. The challenge: combine performance and distribution to identify credible opportunities, then verify needs and conditions for development with field teams.
Recommending expansion without evidence of relevance
Missing depots with relevant customer profiles
Overlooking strong products with limited distribution
Mistaking limited distribution for a lack of demand
Without this perspective, you risk:
Focusing your efforts on segments already well covered
THE KARYONFOOD SOLUTION
Combine performance, distribution and customer profiles
Compare product sales by segment and depot, depending on the data available. Identify products that perform well with a customer profile, then comparable depots where their presence remains limited. You now have opportunities to qualify with sales teams.
Volumes sold by product
End-user types
End-user subtypes
Number of customers by product
Distribution and sales by depot
Year-on-year trend
Average monthly volume
Comparison across distributors
BUSINESS DECISION
Identify a product, a segment and depots where you can test an expansion of your offer.
IDENTIFY
Identify products performing well in a segment but still with limited distribution.
QUALIFY
Compare customer profiles and validate needs with field teams.
TEST
Propose a targeted expansion and track sales before extending the rollout.
THE BENEFITS
Turn analysis into concrete growth opportunities
Broaden your view of potential
Identify segments and depots to explore beyond the products already generating your largest volumes.
Unlock the value of underdistributed products
Identify products whose results in one segment justify exploring wider distribution.
Base your choices on facts
Base your choices on sell-out performance rather than a uniform approach to the market.
Give field teams a clear direction
Give KAMs and regional sales managers precise priorities: which products to offer, to which segments and in which depots.
They use KaryonFood
“Thanks to KaryonFood, we know our depots’ customers. We understand their expectations better because we know who their customers are. That is essential.”
Marine Bourguignon — Senior Category Manager, Bel Foodservice
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