water, mineral water, new-age beverages, ginger ale, flavored soft drinks, etc.
Each new retailer that Cott signs up as a customer may also want its own
slight variation in beverage formulation (ingredients) and labeling. As Cott
Cott will need an ABC system to understand the cost of these activities that
are driven by increased variety and be sure that these costs are covered by the
volume of business and prices received from retailers. Otherwise, its cost
structure will increase and it will either lose money on the incremental orders
Second, Cott is customizing its product and service offering to individual
retailers. For each retailer, Cott can offer unique product formulations,
customized to the retailer’s specifications, design of a retailer-specific label for
the beverages, and marketing, promotional, and consulting assistance to help
advance the volume and mix of business required to payback heavy front-end
investments in product design, package design, and consulting assistance. Ex
post, Cott will use the ABC customer profitability model to assess whether the
actual volume and mix of business, at actual prices and ABC-calculated
Third, one of Cott’s principal marketing devices with a retailer is to convince
the retailer’s executives, (1) that Cott beverages are profitable for the retailer