Training Book. Four Peaks Reps. For

Transcription

1 Training Book For Four Peaks Reps

2 Table Of Contents Purpose... 1 About GPMI... 3 History Background... 3 Successful Partnerships... 3 What is Four Peaks... 4 Proven Success... 5 Market Positioning... 6 Sales Tools... 7 FAQs... 9 Notes Content Information... 13

3 Purpose This training book will walk you through all elements that Buyers are looking for when making purchase decisions: CREDIBILITY: GPMI Company has a long history & experience in the market place. INTEGRITY: Four Peaks branded products & what it stands for. KNOWLEDGE & EXPERIENCE: GPMI s experience of product development & manufacturing support of several major leading brands. INCREMENTAL SALES: Unique positioning of our products in price point & packaging takes away the possibility of the cannibalizing of other National Brands, thus providing incremental sales for the entire Auto set. 1

4 Purpose SUCCESS & VELOCITY: Highly success rate of Four Peaks products at existing major retailers assuring high probability of sales with any new chain. VALUE MERCHANDIZING: Display options and sales benefits. BUYER SATISFACTION: Answering potential questions that can come from buyers. GPMI considers you as a professional in your roll as a rep and totally appreciate your contacts and your good relationships with your buyers. This training book will provide you with the key elements to repeat your success with the buyers with our Four Peaks program. 2

5 About GPMI Background: Been in business since Specialize in product development & manufacturing of innovative products in the Consumer Packaged Goods category. Successful Partnerships: Has supported numerous major National Brands in both product development and supply of product while gaining the recognition as an innovative house for creative ideas and products. GPMI s has been involved in different capacities with the development and manufacturing of the wipes program for : 3

6 What Is Four Peaks? Four Peaks is GPMI Company s brand for After Market Automotive Products. Four Peaks products recognition is: Innovation Quality Value Satisfaction Four Peaks has unique and different positioning in the market (details to follow) Four Peaks products are proudly made in the USA Provides flexibility Production time is minimized Four Peaks products can be found in many major Retail stores. 4

7 Proven Success Several years of success No cannibalization/incremental sales Keep adding SKUs & distribution And many others such as (but not limited to): With your help many more to come! 5

8 Market Positioning Providing value and quality products Appealing to consumers that do not normally buy national brand wipes due to their high price Providing different packaging that is easy to store in car and inviting demographics that currently do not buy these products in canisters Do not cannibalize or trade down from major national brand names Incremental sales increasing entire category sales NOTE: Please note that over the years we have learned that Four Peaks products are a great complementary to leading National Brands appealing to different demographics. Four Peaks products do not replace the national Brands but bring new shoppers to the category. 6

9 Sales Tools Unique Merchandising Options Shelf ready PDQ s Clips strips included in every box of flat packs Flat packs are peggable Dump bin displays Sidekicks Floor displays 7

10 Sales Tools Where it can be stored In the glove box In the car door In the console Rigid lens dispensing technology Why a big deal: Stays sealed... longer shelf life 8

11 FAQs Question: Why should I introduce less expansive products and cannibalize my leading brand. Answer: As earlier discussed, Four Peak products appeal to those customers that are not buying wipes currently because of high price or inconvenient package to store in the car. Several year of history in major chain show that Four Peaks attract new consumers that do not want to pay premium for National Brand wipes. Consequently, creating incremental sales and increase the entire category sales. Question: I like the value proposition of your soft pack program; can I get similar value from you in canisters? Answer: We are capable to make the same in canisters, however, by doing that we are risking the sales of National brands, as consumers will intuitively see this as one to one competing item to other canisters, so we may see trading down rather than incremental sale. Question: Does your low cost translate to lower quality? Answer: NO, our value offering is equal or better to any National Brand. We are very efficient, vertically integrated, and very creative not only in product features and benefits but also in saving unnecessary costs. Question: Why do you have only 20 wipes in Glass and Leather and 27 in Cleaning and Protectant? Answer: Leather chemical is very expensive and yet Leather wipes are used less often than Protectant and Cleaning. To provide the same price tag to all wipes we adjust our Leather wipes count accordingly. Glass wipes material is more expensive than the other three, so since the chemical is alcohol based that can dry out faster, we decided to offer 20 wipes and yet provided the same price tag as all other wipes. 9

12 FAQs Questions: Do you offer the same products in private label for customers that ask for it? Answer: Yes we can make similar products for private label / store brand, however, we advice against it, as we experienced in the past that such programs were not successful in the Auto Appearance category Question/Comment: Somebody introduced the same or lower price to me with new wipes, which are not a recognized brand, and it looks similar. Answer: There are always new comers that want to get into to the category and recognize the success of Four Peaks. We have encounter this situation several times before and have always found that the products offered, which looks on the surface to be good enough, to be much inferior to Four Peaks products. Fast drying, mold in the products, does not perform as it should, inconsistency of supply were just part of the problem and these wipes never made it to real large distribution for a long period of time. Four Peaks is made by GPMI that has the most experience in the market for Auto wipes. Questions: Are your canister wipes the same size as the leading brand? Answer: Yes, they are both 7 x 8 Questions: What are your flat pack wipe size? Answer: They are 7 x 8 with the exception of glass which is 7 x11. Questions: What is the shelf life of the Four Peaks Products? Answer: Cleaning: 2 years Protectant: 3-4 years Leather: 3-4 years Glass: 1 year due to the alcohol content 10

13 FAQs Questions: I want to get dump bins, side kicks or floor displays. How do I do that? Answer: GPMI does not keep these merchandising vehicles in inventory. They are made to order. To receive any of these merchandising options requires a lead time of 8 weeks. Minimumminimum quantities are required. Questions: How many units are in each dump bins, side kicks or floor displays? Answer: Dump Bins: 84 units Side Kicks: 84 units Floor Displays: 84 units Questions: Can you do hand/personal wipes? Answer: Yes. GPMI has not produced them yet but has fully developed a sku that is perfect for placement in the automotive category. The packaging, unlike the competition that has more of a home care direction, is targeted specifically for use in the car environment. In order to offer this sku to a customer requires pre approval from GPMI corporate and a minimum annual quantity commitment of 20,000 units. Questions: Does GPMI offer accruals/rebates etc? Answer: Yes. GPMI offers multiple tiered pricing. Each tier accounts for the needs of a specific class of trade or customer. Be sure to review the pricing options and make the tier selection based on your knowledge of the specific retailer. 11

14 Notes 12

15 Contact Info Chad Erickson, National Sales Manager (480) ext. 325 Cell (612) Leslie Bendor, Director of Marketing (480) ext. 360 Yarron Bendor, President (480) ext. 350 Corporate Headquarters 1224 North Hobson Street Gilbert, AZ 85233, USA 13