Battistoni Italian Specialty Meats
Growing Sales in a Highly Competitive Market
"The recommendations of which markets to target took us in a different direction than we originally expected, but we're glad we did it. We're not only growing sales, but they're more profitable; and we're diversifying and expanding our customer base too." - Eric Naber, President
> RESULTS
- Exceeded three year sales goal in one market segment by 100% in 18 months.
- Reached 50% level of three year goal in another market segment in just one year.
- Expanded distribution outside New York and added new customers.
- Hired two persons to assist in business development.
- Added new All Natural product line.
> COMPANY
Battistoni has produced dried salamis, pepperoni and other cured sausages in Buffalo since 1931. They distinguish their products by using traditional, old world recipes, high quality ingredients and sausage-making practices that produce an authentic taste.
> SITUATION
Despite a solid reputation for quality products, sales had leveled off as the marketplace shifted and competition intensified from big chain store brands and national brands. The challenge was to determine how a local, privately-owned company could grow profitable sales in a changing market with large competitors.
> SOLUTION
Comparative analysis of market trends and company sales by market segment showed a divergence between where the opportunities were and where the company was attempting to grow. The Insyte-Battistoni Team developed a market strategy and three year sales plan that re-prioritized the sales focus by market segment. They then defined goals and action items by market segment to add new customers, expand geographic coverage and increase sales to existing customers.
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