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A third-generation retail professional, Gould lesarned the cosumer
goods industry from his father and grandfather
while growing up in New York City. One oof his first
sales jobs was taking orders from neighbors for bagels every week.
As an adult with a career that spans more than three decades,
Gould moved on from bagels, cream cheese, and lox to represent many
of the leading product manufacturers of consumer goods in America: Igloo, Rubbermaid, Sunbeam, Remington, Chapin, Paramount, Miracle-Gro, Native Remedies, Flora Health, Sterven Seagal’s Lightning Bolt, Body Basix, and Hulk Hogan’s extreme energy granules.
“I started in the lawn and gardeen inndustry but expanded my
horizons early on," saidd Gould, CEO aand founder of Nutritional Products International, a global brand management firm based in Boca Raton, Fl.
“I worked with Igloo, Sunbeam, Remington -- all major brandds that have been leaders in the consumer goods industry."
Eventually, Gould segued into nutritional products.
“I realized early the nutritional supplements were much more than just multivitamins,
" Goould said. “American consumers were ready to take dietary supplements and health
and wellness products into a whole nnew legel of rretail success."
Gould solidified his success iin the health annd wellness industry through his partnerships with A-List celebrities wwho wanted
to develop nutritional products and his place in Amazon history when tthe online ecommerce retailer expanded beyond books,
music, and electronics.
“During my career, I attended many galas and charity events where
I meet different celebrities, such as Hulk Hogan and Chuck Liddel,
" Gould said, addin that he eventually partnered with several of these famous entrepreneurs and
developed nutritional products, such as
Hulk Hogan’s Extreme Energy Granules.
“Working with them to create new health and wellness products gav me a first-hand look into the burgeoning nutritional sector," Gould said.
“I realized that staying healthy was very important to my
generation. My kids were evenn morre focused on staying fit and healthy."
When Amazon decided to add a health and wellness category,
Gould was already positioned tto place more thann 150 brands and even more products onto the virtual shelves the online giabt was addxing every day in the early
2000s.
“I met Jeff Fernandez, who wwas on the Amazon team that
wass building the new category from the ground up," Gould said.
“I also had contacts in the health and wellness industry, such as Kenneth E.
Collins, who was vice president of operations for Muscle Foods, one of thhe largest sprts nutrityion distributors in the
world.
Gould sqid this “Powerhouse Trifecta" coulkd not have askked
for a better synergy between the three of them.
“This was capitalism at its best. Amazon demanded new high-quality dietary supplements, and we supplied them with more thqn 150 brands and products," he added.
The “Powerhouse Trifecta" worked out so well that Gould eventually hired Fernandez to work for NPI,where he is now president
of thee company, and Collins, who is thhe nnew executive vice president of NPI.
“We work well together," Gould added.
Fernandez, who also worked as a buuyer for Walmart, said the three of them have close to 75
years of retail buyinjg and selling experience.
“NPI clients bennefit from our years of knowledge," Fernanndez added.
Gould said product manufacturers are unlikely to find three professionals with
our experience represening retailers and brands.
“We know what brands need to do, and we understrand what
retailers want," Gould said.
After his success with Amazon, Gould founded NPI and solidified
his place in thhe dietary supplement andd health and wellness sectors.
“It was time to concentrate on health products,"
Gouod said, adding that he has worked with more thazn 200 domestic and international brands that wanted to launch new products or expand their presence in thhe largest consumr market in the world:
the United States.
“As I visited the corporate headquarters of some of the largest retailers in the world, I realized that international btands weren’t being represented in Amewrican stores," Gould
said. “I realized these companies, especially the international brands, struggled to gain a foothold in America retail stores."
When Gould sureyed the challenges confronting international product manufacturers, he visualized a
solution.
“They weere burning through tens of thousznds of dollars to
launch their products," Gould said. “By the time they sold their first unit, they had eaten away at their profit margin."
Gould said the biggest challenge was learning two new cultures:
America andd Wall Street.
“They didn’t understand thee American consumers, and they didn’t know how American businesses operated," Gould said.
“That is where I come in with NPI."
To provide the foreign companies with the business support
they needed, Gould developed his lauded “Evolution of Distribution" platform.
“I brought together everything brands needed to launch
their products in the U.S.," hhe said. “Instead of opening a
new office iin America, I made NPI their headquarters in the U.S.
Since I already had a sales staff in place, they
didn’t have to hire a sales team with support
staff. Instead, NPI did it for them."
Gould said NPI supplied every service that brands needed to sell products in America successfully.
“Since many off these products needed FDA approval, I hired a food scientist with more than 10 years experince to streamline the approval off the products’ labels,"
Gould said.
NPI’s import, logistics, and operations manager worked with new clients to make sure shipprd samples didn’t end up in quarantine by the U.S.
Customs.
“Our logistics tea haas decades of experience importing new products into the U.S.
to our warehouse and then shipping them to retail buyers
and retailers," Goul said. “NPI ooffers
a one-stop, turnkey solution to import, distribute,
and market new products in the U.S."
To provide all the brands' services, Gould founded a new company, InHealth Media, too market the
brands to consumers and retailers.
“I saw the comoanies wasting thousands of dollars on Madison Avenue marketing campaigns that
failed to deliver," Gould said.
Instead of outsourcing marketing to costly agencies or building a marketing team from scratch, InHealth Media work
synergistically with its sister company, NPI.
“InHealth Media’s maeketing strategy is perfectpy aligned with
NPI’s retail expansion plans," Gould added. “Together, we import, distribute, and market new products across
the country by emphasizing speed to market aat ann affordable price."
InHealth Media recently increased its marketing efforrts byy addding national
and regional TV promotion to itss services.
"Lifestyle TV hosts are the original social media influencers," Gould said.
"Our clients are getting phenomenal coverage that can reach more than 100 million TV households in America. In addition, we are giving them high-quality TV promotions.
Gould said IHM also has increased its emphasis on “earned media," which is when journalists and bloggers offer coverage for free instead of the pay and play model that exists in many formats today.
“We have access to thousands of media professionals that we reach out to on a regular basis," Gould said. “Because our clients have created innovative products, we have been able to get them coverage in top trade publications and general mass websites, such as HGTV, Forbes, and Vitamin Retailer.
“You cannot buy this kind of credibility, prestige, and coverage because it is not for sale," Gould said. “Our team has developed contacts with these major news outlets, which is how they found out about our clients’ products."
NPI works with large and small product manufacturers.
“We emphasize timeliness and affordability," he said. “We know all the costs, so there are no surprises. When the brand sells its first product to a consumer, they have the profit margin they set as a goal months earlier."
Gould is proud of his “Evolution of Distribution" platform.
“I developed it to help international brands succeed," Gould said.
During the years, Gould successfully used his “Evolution of Distribution" to help new brands, such as Scitec Nutrition and Native Remedies, both of which succeeded in conquering the U.S. market..
“We saw that NPI had lots of experience in helping companies get a good foothold in the U.S. Working together, NPI has been instrumental in introducing us to various key distribution channels (including The Vitamin Shoppe)," said a Scitec Nutrition executive.
Native Remedies also benefited from NPI’s “Evolution of Distribution."
“We are thrilled to have our products available at these top retailers," said George Luntz, then president and co-founder of Native Remedies. “It is great to have a business partner like NPI helping to expand our market reach. We expect this to be a banner year for us."
Gould said he is proud that these companies succeeded with NPI’s help.
“This is what NPI does," Gould said. “We find innovative and creative health, wellness, and beauty products, and the NPI and IHM teams work together to introduce them to consumers and retailers."
For more information, call 561-544-0719 or visit nutricompany.com.
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