How Fazer's strategy builds a stronger market position

Fazer's strategy acts as a compass that shows where they want to take the company.

Over the past 5 years, Mindit and Fazer have built a partnership and collaboration where Mindit continuously trains sales management, KAM, marketing and the field sales team. A collaboration that has contributed to Fazer's strong market position and development.

"We are proud of the successful collaboration we have had with Mindit. A close partnership has developed between us and our trainer, Mikael Nylund" – Joakim

Fazer is growing like crazy

Fazer is one of the largest food companies in the Nordic region. With a focus on food experiences, Fazer makes it possible to enjoy the best moments of the day. Fazer has had incredible growth, growing by about 30% in recent years. Today, the sales team consists of Joakim as commercial director, a category manager and about 30 salespeople, two of whom are sales coaches.

Strategies for increased market share, product growth and digital presence

Fazer aims to increase its market share in its key categories and develop its product range by anticipating consumer needs. In addition to developing strategic partnerships with its key customers, they will also strive for a leading online presence and develop their already successful concepts.

“Anticipating consumer needs to ensure our success in a rapidly changing world will be even more crucial in the future. Our strategy acts as a compass that shows where we want to take the company.” – Joakim

Development as a driving force – How Fazer strengthens its team and attracts talent

One of the success factors for Fazer is that they have a mindset of always developing, which permeates the entire organization from the CEO to all employees. Continuous development and training is a matter of course and something that is always in the budget and business plan, which has proven to be successful for sales. But also for strengthening the team and attracting and retaining the best and most talented talents. The core of Fazer's entire business is the committed employees who work towards a common goal, supported by their deeply rooted values.

“No one can stay in the same place and expect success. If you don’t continue to develop and improve yourself, the world around you will rush past you. You are not only improving yourself, but also positioning yourself as a leader in a world of constant movement.” – Joakim

Tougher climate than ever – now the sales force is really challenged

It is probably no one who has escaped the fact that today's consumer has had a more strained personal finances with inflation, higher interest rates and food prices. When Fazer's raw material prices and shipping costs rise, it places high demands on the sales force to be able to justify price increases and their place in the store and on the shelf. In turbulent times, you risk leaving the store. But it is also an opportunity to strengthen your position and relationship with buyers if you do it right, respectfully and professionally in your dialogue with customers.

It is clear that education has positive effects

Most companies want to invest in their staff, but there is a legitimate concern about what it will bring back to the organization. But by working with the CRM system, personality profiles and continuous sales and sales manager development, Fazer has managed to create a solid structure with measurable success.

“In a dynamic work environment, leadership is a key component in shaping a culture of permissive and successful development. In my leadership role, it is my job to not only lead people, but also to create an environment where they can thrive. By offering support, inspiration and mentorship to those who lead others, we can build a strong foundation for individual and collective success. In the long term, my role involves developing processes, frameworks and sales optimization to promote long-term growth.” – Joakim

Joakim's tip: Create a permissive environment and welcome different perspectives!

– Dare to trust people and build a climate that encourages wanting to make each other better

– A permissive environment where people feel comfortable and dare to express themselves often leads to more effective teamwork

– Create teams and groups with different personalities and backgrounds – it encourages good discussions

– By sharing knowledge and experiences, the team grows and develops together

– Different perspectives enrich the sales team’s knowledge base and create innovation

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