Thank you for your interest in distributing your products through Imperial Trading. At over 1 billion dollars in sales, Imperial is one of the Top 10 convenience store distributors in the United States. We service convenience stores across the southeast from 3 distribution centers. We’re headquartered in Elmwood, LA, with additional distribution facilities located in New Albany MS,and Cedartown, GA.
In order to properly evaluate your product, Imperial requires for the following forms to be filled out and emailed to se fill out one form for each product line (all flavor variations can go on the same form).
Your presentation is to include merchandising solutions, point of sales materials and images of the product. Product samples are required and should be sent to Imperial Trading; 701 Edwards Ave; Elmwood, LA 70123 ATTN: Category Management Department.
Allow a minimum of4 weeks for the Category Management Department to review your products and schedule an onsite visit. Thank you.
NEW PRODUCT INTRODUCTION FORM
MANUFACTURER INFORMATION
Company Name:
Parent Company Name (if applicable):
Year Established:
Name of Company Owner:
Publically Traded: Yes No
Core business/product category:
Product liability insurance limit:
PRODUCT INFORMATION
Name of Product:
Describe the product:
Package Size:
Rank the flavors of this product from highest to lowest sellers:
What category best describes this product?
What makes this product unique and valuable to consumers?
How is this product superior to competing products?
What is the shelf life of this product?
What is the guarantee for this product (out of dates, damages, unsaleables, returns, etc)?
Is this a “new to the convenience channel” product?
Is this a line extension of an existing brand?
What media/print/marketing support is behind this product?
How is the packaging and product size conducive to the on-the-go consumer?
What other channels currently carry this product (may be in a different pack size)?
How long has this product been in market in any channel?
What is this product’s Nielsen ranking for grocery, drug or mass within its category?
CONSUMER INSIGHTS
Who is the target consumer?
What market research has your company conducted on this consumer?
What consumer need does this product fulfill?
What retailers in any channel are currently carrying this product?
How often do consumers shop this product’s category?
SALES FORCASTING
What is your best estimate of weekly sales units per convenience store outlet?
What is the seasonality of this product?
What retailers in Imperial’s network have you presented with this product?
What retailers in Imperial’s network have agreed to carry this product?
FINANCIALS
Suggested Retail?
What is the range of retails for this product’s category in the convenience store channel in the Southeast region?
Based on your cost and suggested retail, what is the estimated mark-up for retailers?
Based on your cost and suggested retail, what is the estimated mark-up for wholesaler?
*Cost of goods, bracket discounts, distribution and fees will be discussed at initial meeting.
SALES, MERCHANDISING, AND MARKETING SUPPORT
What company will be responsible for introducing and selling this product to retailers in our network?
How many retailers in Imperial’s network do you or your broker currently have a relationship with?
What section of the store do you recommend best fits this product?
What type of merchandising vehicle do you recommend best fits this product?
What types of POS materials do you have available for retailers to advertise this product in store?
*Please attach POS examples with your reply email.
LOGISTICS
Where is this product manufactured?
Where is the closest distribution center for this product?
What is the lead time for this product?
What are your minimum order quantities?
What are your minimum order quantities for your best bracket pricing?
Do you have a Customer Pick-up Program (CPU)?
CONTACT INFORMATION
Who should we contact to further discuss this product?
Name:
Title:
Office Phone:
Cell Phone:
Email:
Mailing Address:
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