The newest appointee to the position of chief merchandising officer by the True value company is Kenneth Goodgame. He has been working with the company for a couple of years now in junior positions but still in the merchandising department. The experience that he has in merchandising spans over three decades and this is more than the experience that he needs to handle the demands that come with the newly attained position.
One of the skills that he has learned over the years, and which he applies in all his endeavors is the principle of value addition. Kenneth Goodgame states that value addition is a tricky form of marketing because sometimes, regardless of the amount of value addition you do, the customers may not appreciate it. He states that in a social experiment where shoppers are faced with the decision of buying a value added item or service and a similar brand that is of lower quality and lower cost, he states that most of the times, the customers will move towards the item with the smaller price tag. What makes one successful as a merchandiser in this case therefore, is trying to help the customers understand the true value of the value added goods or services.
The best way to make customers see the sense in value addition is focused advertising. This can be done both at the local and national levels. He also states that the model that he has adopted has helped him create more than 10 percent growth in business sales for his company. This is evident in his sales report for the last quarter that he has worked as a merchandiser with the True Value Company where he registered a 9 percent business growth. He says that his secret weapon for all this success is the OEM model of marketing. He also makes use of the SKY EDLP program and as a result, the sales in his departments have been growing very steadily for the past five years.
Kenneth is a University of Tennessee graduate in Marketing. He has a vast experience in his field a merchandiser and if the sales record in his current position are anything to go by, the sky is the limit for him.