Efficient consumer response: managing the supply chain for “ultimate” consumer satisfaction

Presents a case study of the marketing strategy of Birds Eye Wall’s and its focus on functional and service‐related aspects of its trading relationships. Stresses the importance of the efficient consumer response process towards achieving both customer satisfaction and business efficiency and success. Details the use of extensive research and data analysis to forecast, measure, model and review category performance, and the introduction of cross‐country working groups ‐ bringing together experts across the supply interface ‐ in order to achieve the goal of continual improvement and innovation.