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{"id":9400,"date":"2022-04-13T22:06:52","date_gmt":"2022-04-13T22:06:52","guid":{"rendered":"https:\/\/theusatwork.com\/?p=9400"},"modified":"2022-04-20T01:16:12","modified_gmt":"2022-04-20T01:16:12","slug":"john-risley-25m-on-new-product-introduction-against-big-competitors","status":"publish","type":"post","link":"https:\/\/theusatwork.com\/john-risley-25m-on-new-product-introduction-against-big-competitors\/","title":{"rendered":"John Risley:<\/strong> $25M on New Product Introduction Against Big Competitors<\/em>"},"content":{"rendered":"

How people drink coffee at home has changed dramatically in recent years.\u00a0 The growth in Starbucks and in your local, premium coffee shop began to train consumers on the importance of quality and freshness spawning the growth of single-serve coffee at home.\u00a0 As the Director of Sales & Marketing for the Senseo<\/a> coffee brand, John Risley\u2019s played a vital role in the US launch and its growth becoming the established leader in the single-serve coffee segment.<\/span>\u00a0<\/span><\/p>\n

\"John

John Risley, Vice President of Sales<\/p><\/div>\n

John knew the opportunity was clear and massive but introducing a new Coffee Brand and a new way to make coffee at home had many major obstacles to overcome.\u00a0\u00a0 Among these many challenges included consumers buying a new coffee appliance that didn\u2019t have a large carafe, from new appliance brand, not known in the coffee category, and a new brand of coffee that may or may not be available in their local grocery store.\u00a0 But, my biggest challenge was getting the retail trade behind the launch to overcome so many of these obstacles,\u201d Risley said.<\/span>\u00a0<\/span><\/p>\n

The objective was to deliver omnipresent distribution of the new coffee system in both brick & mortar as well as the e-commerce channel.\u00a0 John led the Trade Marketing and Sales Planning strategy in collaboration with its appliance partner to target key retailers in all classes of trade and execute a co-merchandised system launch.\u00a0\u00a0 \u201cOur Year-1- and -2 objectives exceeded expectations, which was remarkable given the competitive pressure from other global multi-national competitors,\u201d Risley said.<\/span>\u00a0<\/span><\/p>\n

Continued growth in year 3 and beyond depended on the expansion of coffee in both breadth and depth.\u00a0 Consumer research confirmed that for the consumer to stay happy with the Senseo brand they needed to see it in their local store and needed to find a variety blends.\u00a0\u00a0\u00a0 By developing a category management vision, John was able to deliver on his coffee distribution goals and far exceed the company\u2019s revenue goals and expectations.<\/span>\u00a0<\/span><\/p>\n

Watch full video interview below.<\/h3>\n
\nhttps:\/\/theusatwork.com\/wp-content\/uploads\/2022\/04\/John-Risley-ViewPoint2.mp4<\/a><\/video><\/div>\n

Contact John Risley via LinkedIn<\/a> or his Career WebFolio<\/a>.<\/h3>\n

 <\/p>\n

Fred Coon, CEO<\/span><\/u><\/em><\/p>\n

ViewPoint\u00a9<\/sup> is a production of The US AT Work Network<\/i>\u00a9 <\/sup>and Stewart, Cooper & Coon<\/span><\/em><\/a>, a Human Capital Strategies Corporation. Contact:\u00a0Fred Coon \u2013 866-883-4200, Ext. 200, for more information.<\/em><\/p>\n

\u00a9 2004-2022 Stewart, Cooper, & Coon, Inc. All rights reserved. Limited to personal use and allowable only if this copyright message is left intact. Any duplication, alteration, or publishing of this content without express company permission is prohibited. Contact\u00a0<\/b><\/em>fcoon@stewartcoopercoon.com<\/span><\/b><\/em><\/a>.<\/b><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

How people drink coffee at home has changed dramatically in recent years.\u00a0 The growth in Starbucks and in your local, premium coffee shop began to train consumers on the importance of quality and freshness spawning the growth of single-serve coffee at home.\u00a0 As the Director […]<\/p>\n","protected":false},"author":6,"featured_media":9408,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"video","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1679],"tags":[1920,2285,2286,544,940,1868,2287,2288,1681],"class_list":["post-9400","post","type-post","status-publish","format-video","has-post-thumbnail","hentry","category-view-point","tag-career-goals","tag-coffee","tag-coffee-company","tag-executive","tag-leadership","tag-problem-solving","tag-sales-distribution","tag-sales-strategy","tag-viewpoint","post_format-post-format-video"],"aioseo_notices":[],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"https:\/\/i0.wp.com\/theusatwork.com\/wp-content\/uploads\/2022\/04\/john-risley-e1643140748911-300x242-1.jpg?fit=1080%2C1080&ssl=1","_links":{"self":[{"href":"https:\/\/theusatwork.com\/wp-json\/wp\/v2\/posts\/9400","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/theusatwork.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/theusatwork.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/theusatwork.com\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/theusatwork.com\/wp-json\/wp\/v2\/comments?post=9400"}],"version-history":[{"count":5,"href":"https:\/\/theusatwork.com\/wp-json\/wp\/v2\/posts\/9400\/revisions"}],"predecessor-version":[{"id":9410,"href":"https:\/\/theusatwork.com\/wp-json\/wp\/v2\/posts\/9400\/revisions\/9410"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/theusatwork.com\/wp-json\/wp\/v2\/media\/9408"}],"wp:attachment":[{"href":"https:\/\/theusatwork.com\/wp-json\/wp\/v2\/media?parent=9400"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/theusatwork.com\/wp-json\/wp\/v2\/categories?post=9400"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/theusatwork.com\/wp-json\/wp\/v2\/tags?post=9400"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}