NZ exports update May 18 & IF exports Analysis, page-122

Hi Simon,

I totally agree A2 offer that facility and it is indeed a stream to gain supply however that is simply not enough. We need to maintain shelf space and presence, we need to make sure that the product is thought about and captures new customers / babies. Its 101 stuff. If we can stock A2 on shelves in M&BS China why not here? It's important stuff.

So far the coverage has been good media wise around A2 but if we are not present at all, and other brands replace us on shelves.......we won't be a media item anymore. We need to think laterally. Sometime ago I wrote to A2 about investing in cardboard cutouts of the product to put on shelves simply saying ask at the counter (protecting shelf space). This however has moved to NO product and Nestle taking shelf space.

The big supermarkets also take this seriously, anyone who has worked in retail will know this. Acres of prime selling space laying empty is an issue and costs them money, eventually they will replace A2 with another product.