Aunt Fannie's - 5G Consulting

Cleaning Up a Cleaning Brand

The What

Aunt Fannies leadership came to 5G seeking to drive sales growth as sales were stumbling. Current distribution, customer status and basic sales data were incomplete and brokers were inattentive. Also, the brand had not received payment from a key distributor over the last 18 months.

The How

Putting the 5G process into place, the team quickly went to work understanding the state of the sales operation and galvanized a strategic direction. Included, a selling story utilizing SPINs and secondary data with product segmentation strategy to drive retail sales and a revamp of U.S. brokers based upon a 5G audit and a process to clean up deducted revenue.

THE WOW

Growth

Within six months the brand gained over 1,000 doors of new distribution through the new sales strategy.

Store Sales

Became the #1 fastest growing brand of Cleaning products in the Natural/Independent Grocery Channel in 2020

Profitability

5G increased profitability by 25% and recovered more than $500,000 back to the brand from deductions.

1 2 3

1,000

doors in 6 months

25%

increase in profitability

$500,000

recovered from deductions