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Contents
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Comprehensive
Chapters on:
Industry
Overview Mass Market Natural
Consumer Promotion
Private Label
Natural
Consumer Broker Management
Consumer Advertising Organics
Sales
Organization
Strategic Planning
Off-sites and Meetings
Margins
& Pricing
Budgeting & Planning
Database Marketing
Financing
Contract Manufacturing
New
Product Intros
Trade Promotion
Events
Marketing Branding
Natural
Retailers Trade Funds Mgmt
Category Mgmt Canadian
Mkt
Natural
Distributors
Trade Organizations
Market Research
Exporting
Food
Service
UK
Market
Trade Shows
Co-packers
Also,
exclusive interviews with leading natural and mass retailers
Testimonials
Gary Hirshberg, Stonyfield Farm Yogurt,
President/CEO/Chairman
"The single greatest cost that any entrepreneur
incurs is the “Learning Curve”. It
can make you, break you, or sentence you to a slow, tortuous death. Bob’s and Rick’s Natural Products Field Manual will
absolutely cut this cost in half, if not eliminate it altogether.
I only wish I’d had a copy 19, or even 2, years ago."
"If the Natural Products Field Manual doesn’t
save your firm tens of thousands of dollars, or garner you many more thousands
in revenues, then save yourself the trouble and close your business.
The problem lies with you, not the authors. This compendium is an
invaluable gem."
-- Gary Hirshberg, March 19, 2002
Dan Atwood - Senior Vice President, United
Natural Foods, Inc.
"I can't think of a company in the industry that wouldn't benefit tremendously from the Natural Products Field Manual ."
--- Dan
Atwood, Senior Vice President, United Natural Foods, Inc.
Heather Howitt, Founder,
Oregon Chai, Inc.
"I told Bob and Rick that they are crazy to be
selling the Field Manual for less than $5,000. If we had this when we were
starting out, we would have saved hundreds of thousands of dollars."
Paul Nardone,
President/CEO, Annie's Homegrown, Inc.
"With most companies spending
15-20% of sales in trade spending (allowances, slotting, trade shows, demos,
trade ads, brokerage, etc.) -- any percentage in savings or spending the
money more wisely more than pays for the book -- the coupons make it a
slam-dunk."
Travis Tabor, Executive
Vice President, Advantage Sunbelt, Inc.
"I can only imagine the true cost that it now takes
to launch and maintain a product line in the natural product/specialty food
classes of trade. The cost of this manual could be recouped from the advice on
sales and marketing agencies (brokers) alone. When you add that to the rest of
the basics, the trade marketing and consumer marketing aspects that are also
covered in great depth.....this is a true "training the trainers"
manual that should be part of every manufacturers budget. In fact, many
distributors, brokers, and some retailers could also benefit from the countless
good ideas and easy to reference information. This manual is the definition of value!"
Cindy
R. Kaplan, Marketing
Director, Enjoy Life
Foods
"We
didn't know what we didn't know until we got the Field Manual. It has
answered our questions, but more importantly, it has raised new questions we
would not have otherwise known to ask. Though the manual itself has been
tremendously useful (we call it our "bible"), the greatest value has
been the time Rick and Bob have spent with us applying all the learning's to our
unique business issues."
For
more information, please go to www.NPCInstitute.com
Consulting
