THE COMPANY
reative, innovative, and action driven solutions best defines the Synergy Group. To create a solution, you must first know the challenge.
ur well balanced team of diverse experience and
expertise has been at the leading edge of identify-
ing the challenge and providing an action-driven,
practical application of go-to-market solutions for nearly 4 decades.
As this Retail Foodservice marketplace continues to
evolve, so does Synergy as a team in perpetual motion
while also continuing to evolve to meet the ever growing demands of our clients.
ecognized as the DNA of Retail Foodservice, many
consulting groups provide solutions. However, very
few have come to the table with a good understanding of this Retail Foodservice marketplace like the Synergy
Group. We are able to not only identify the challenge, but
also act on it with speed-to-market efficiency, cost-effective
budgeting, and a market-smart competitive growth strategy.
Marketing Architects of Growth
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t’s about what we do and how we go about fulfilling our clients objectives. But it’s more about how we think about the strategy we are about to put into action. Because we as a team come with nearly 4 decades of experience, we are able to quickly assess current situations, develop a well thought-out process and move with speed-to-market confidence and cost efficient budgeting to keep our client in the forefront of their competitive demands.
t’s how we think that makes us a sought after consulting group. Retail Foodservice is in our
DNA. We eat, drink and sleep this channel and have done so since 1997. Our entree into this
new world was editorials on fresh prepared foods and the reaction was so great that it became the catalyst for a consulting business.
Each within our consulting group is well-
versed and brings a different perspective as to the birth of Retail Foodservice as it
continues its evolution and its growth from here.
What are our collective strengths?
We are not afraid to ask the pointed questions to get real-world answers to the challenges
facing manufacturers through the supply chain to the operator.
We are not afraid to acknowledge that this growth stimulus is
coming from a social gathering of consumers so strong that we consider them a “crowdsourced ad agency”. An agency that is
driving food choices home and away, food destinations and food
combinations. This group has turned the food world upside-down and inside-out.
Some speak to re-acting, Synergy speaks
“...we are able to quickly assess current
to pro-activity. Being proactive as to
situations, develop a well thought-out process and move with speed-to-market confidence and cost efficient budgeting...”
go-to-market takes experience, expertise
and the ultimate in confidence to stand out and lead.
HOW WE THINK
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efining this channel was not easy considering the majority of the marketplace for the past 10 years or more saying it was a blurring of the Retail and Foodservice channels. We, Synergy, were a lone voice with our own declaration of a new channel and that the two traditional channels of Retail and Foodservice were not “blurring”, they were more “converging” to form a new channel.
s the other two vertical channels
devoted to “pushing” product through
the supply chain, Retail Foodservice its own vertical is devoted to “pulling” products through the supply with the chefs and
operators voices at the decision making helm.
auto industry when they blended assets of
electric and gas cars to create the 1st hybrid car. Once the communications dialog came
together, the better the opportunity to create a better and more useful the supply chain became.
We also saw this channel as a “pull” channel as opposed to the traditional Retail and
Foodservice “push” channels. Therefore, the big idea is a convergence of the
channels, now forming a 3rd slice of the traditional 2-slice food pie. There were so many components to this
channel. So much publicity in the Retail and Foodservice channel blurring the supply chain assets and resources. There was much to overcome as the marketplace
clamored for an explanation. Since then, we have become considered the leaders. We
felt a marketplace obligation to come up with this definition. We saw the parallel with the
DEFINING THE CHANNEL
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ynergy’s Digital Media Center is your vehicle to demonstrate, in depth, the value of your product, service or idea to key markets and customers. This one-of-a-kind, customized publishing tool blends your knowledge, research, and data into a compelling narrative that reinforces you as a top-of-mind, go-to source in your market space.
ur Digital Media Center was created for the sole purpose of establishing a communications vehicle allowing a single-topic, single-focused message whether manufacturer or supply chain participant wanting to create a clear and unbiased commentary or a specific issue effectively focusing on the marketplace whether negative or positive to establish a better understanding without getting lost in a set of publications possibly skirting the issue to space and/or knowledge of the channel. The Digital Media Center has become very popular during these days of washed over and diluted communications messaging prepared both digital and/or print there is no doubt the issue is covered in depth. Synergy’s team of experienced food marketing professionals joins you in a collaborative session to understand fully the essence of what you wish to convey, the goals you want to achieve, and the reaction you want from your audience. Whether a full-blown, persuasive marketing piece or a deeply sourced white paper, we take the facts and the feelings and create a value-driven story suitable for print placement and digital distribution.
Your Messa
ge
DIGITAL MEDIA CENTER
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he strength of Synergy’s experience and expertise lies not only within our talented and diverse backgrounds of knowledge and hands on “in the market” field involvement, but it also lies in our compatible and professional strategic partnerships. From our Publication Alliances with some of the most prominent and well respected publications to our outreach assets with strategic resources that span from chef groups, visual merchandising through to specialized packaging and trade spend analysis. ith a Synergy focus dedicated to the newly created channel of Retail Foodservice, it was imperative that we strategically partner with those assets/resources that compliment our vision. As we became the go-to resource (DNA) for Retail FoodService, our growth not only depended on us rounding out our internal staff of assets but also our external team as well. Assets we assembled were to fulfill an enhanced and powerful database compilation and a deepened market penetration into market segments our internal team did not have. These were our top priorities that we looked to assemble strategic partnerships all within the same vision as our extended resources. Creating exposure to targeted segments to establish a product and/or corporate brand awareness was the reason for the selected publication you will recognize as our strategic partners. Retail Foodservice crosses multiple market segments to create one cohesive market “No one consulting group can provide the channel combining both the “push & pull” verticals within the supply chain. diverse and professional resources as will the Synergy Group when it comes to aligning your
The strategy was to optimize the message by having the ability to unite as Retail Foodsergo-to-market strategy with next level planning.” vice would pertain to the publications vertical channel. Being able to maximize our clients exposure across all market segments without compromising the integrity of message continuity or creating gaps in clarity to the specific audience was paramount in our partnership selections. Synergy’s ultimate goal was to create a communications distribution hub for our clients message to not only be cohesive in its content and context but to also support the go-to-market sales and marketing model.
STRATEGIC PARTNERSHIPS
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roviding a competitive edge, designing a next level growth strategy, and/or enhancing a corporate brand image… These are areas of expertise that for some companies do not have the internal resources/assets to lead the strategy or manage the strategy. As an outsourced strategic partner, Synergy, with its team, will define the demands and position the Synergy resources in place with speed-to-market efficiency and accuracy. This will enable our client to maintain focus on their current day-to-day while a collaborative go-to-market strategy is put in place for execution. hy are we the competitive edge? Because we know first-hand that this channel convergence was going to cause a re-evaluation of the manufacturers go-to-market alignment within all 3 channels. We also know first-hand that the size of this market was well beyond what was initially thought to range $50 billion. We saw it closer to $150-$200 billion and once the numbers became more obvious, speed-to-market would be needed. With this depth of resources, both external and internal, we would be the choice. Hence...the competitive edge. With a marketplace changing at lightning speeds, the demands for growth continue to persist and when you know that current resources/assets are not in your favor to plan and execute… We would like to have the opportunity to discuss your growth needs. As today’s complex food world of Retail FoodService continues to evolve, learn more about how we can help. Our initial consultation is just a click or call away. • Go to market alignment • Digital media publications • Private label branding
• Commissioned research • Broker interaction • Corporate branding
Contact Bill Pizzico at 610-316-7446 or bpizzico.synergy@gmail.com
COMPETITIVE EDGE
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ur team is a reflection of the food marketplace because we are in it, boasting extensive field expertise and hands-on knowledge. Whether you are in Retail or Foodservice we can help you enter Retail Foodservice. Edgy, competitive, experienced, and savvy enough to define big ideas, stand behind them, and be accountable to them, describes the Synergy Group team.
edicated to their professional expertise is only a part of what makes this dynamic team of skilled marketing and communication artisans the group you want to help get your business to its next level of growth driven benchmarks. Each with their skill set working in total harmony and with each other to provide a Synergy client the most efficient, effective and practical growth solutions. No wasted motion, no rhetorical commentary, no isolated ideas, only one cohesive, collaborative group defining the pathway to your next level.
“No wasted motion, no rhetorical commentary, no isolated ideas, only one cohesive, collaborative group defining the pathway to your next level.�
We hit the ground running, roll up our sleeves and get to work on providing solutions to your growth needs.
EXPERIENCED PROFESSIONALS
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hen it comes to delivering on bottom line performance, it will be the company that is better informed and can act quickly to capitalize on market opportunities that will succeed. It is an Information Economy… One built on resources and action solutions to the research findings. Synergy, with its depth of resources and expertise, knows the right questions to ask to drive not only the research and the information provided, but also has the team to execute.
nformation is our foundation. Information received and information presented, sound, solid and practical. At Synergy, we feel information is the engine that powers the go-to-market strategic approach we have delivered for years. In this information driven economy, it is those with the best information that create the competitive advantage to achieve optimum performance levels.
When the time is appropriate, Synergys’ President and CEO Bill Pizzico would both energize and inform your audience as to the “in’s and out’s” of Retail FoodService. Having been at the forefront of the channels birth and today with it’s growth evolving, Pizzico has dedicated his career to providing the marketplace with unbiased information. For detail on a seminar featuring Bill Pizzico, please contact bpizzico.synergy@gmail.com or cbolton.synergy@gmail.com.
INFORMATION ECONOMY
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