Having commenced Enjoy Life Foods with a classmate in the business plan writing class at the Kellogg School, Scott Mandell had developed from a trade plan, Mandell was prepared for the subsequent step, a move onto the nationwide stage with Whole Foods. He expected merchandise promotion would cost several thousand dollars more than earnings in the first year. His losses would soar, if sales fell short of his plan. The firm would reach profitability in the time period Mandell promised to investors, if sales predictions were met. In the assembly with Whole Foods representative, Mandell presented the business's ability and spoke about the singularity of the hypoallergenic snacks.
The Whole Foods representative told him he enjoyed the merchandise, but had no room for it on the ledges, when he finished his sales pitch. Mandell needed to think quickly and was get on the spot. He'd only seconds to think of a reply before the representative walked out the door for another assembly. What can Mandell say to make the delegate see the value in taking a possibility on Enjoy Life Foods? What imaginative alternatives to the "shelf space" predicament could he offer?
PUBLICATION DATE: December 31, 2008 PRODUCT #: KEL391-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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