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Too modest?

12th July 1986, Page 15
12th July 1986
Page 15
Page 15, 12th July 1986 — Too modest?
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Which of the following most accurately describes the problem?

• Lowfield Distribution has doubled this year's marketing budget and is to promote itself more strongly as a result of market research that suggests the company has been too modest.

Last November, Imperial Foods-owned Lowfield commissioned research into the distribution needs and awareness of retailers, manufacturers and brokers in the food, drink, confectionery, household goods and over-the-counter chemists sectors. Existing Lowfield clients accounted for 15 of the 82 companies interviewed. Although Lowfield was the second most frequently mentioned carrier (after SPD/BRS) there were "adverse comments based upon the low profile adopted by Lowfield".

The company's marketing manager, Bob Goulbom, admits that Lowtield has been "a bit complacent" and he now recognises the possibility of more aggressive carriers such as TNT and Lex Wilkinson moving into the food and grocery distribution market.

The Lowfield research shows that the company is well-known among major retailers but not by manufactur ers, brokers and brewers.

About 40% of its business is with other in-house Imperial subsidiaries such as Golden Wonder and Courage. Goulbom's principal aim is to attract more third-party clients, consolidated and dedicated distribution. Delivery into DIY superstores has been identified as a new area for expansion.

The new promotional effort (which includes advertising, direct mail and a revised vehicle livery) particularly emphasises Lowfield's computerised administrative and invoicing systems. "And our stock management is the most advanced, bar none," claims (;oulborn.

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