Our approach to wholesaler merchandising takes consumer
needs as the starting point of demand creation and is based on the "five
We cover the varied occasions of eating with an assortment of some 600,000 items.
We create additional demand based on the diverse consumer needs and
manifest it in products that meet the requirements of manufacturers and
retailers. At Kokubu, wholesaler merchandising is an activity addressing
all sorts of needs related to products developed from the customer’s
standpoint. Our Group already has an assortment of some 600,000 items
that accommodates the whole spectrum of eating styles (e.g., home
cooking, take-home prepared foods, and restaurants) and includes
processed foods, alcoholic beverages, daily/chilled foods, frozen foods,
and confections. We propose the optimum foods for each lifestyle.
Proposal of sales mechanisms composed of the "five rights"
We practice merchandising that makes the most of our position as a
wholesaler linking manufacturers with retailers and consumers, and
skillfully assimilate information from each. The key elements are
"time," "product," “quantity," “place," and “price." Utilizing our
original sales support data base for collection and analysis of consumer
information, we put together the optimal combinations and thereby
develop products and mechanisms that sell for each area and industry.
This is the “five rights" concept of wholesaler merchandising.
Conceptual diagram of wholesaler merchandising in Advance 300