FMCG sales in a VUCA world

Vuca – volatile, uncertain, complex and ambiguous. The acronym is perfect for our world of today. But… it was first used by the United States Army War College in 1987 when developing the curriculum for 1988. We are all faced with the individual elements of VUCA at some point in life or the other. But …

The complex relationship between FMCG sales & data

The prevailing and most common business model in this industry is B2B2C. So while those of us in the tech industry can focus on just one user/customer, this industry has two separate customers. The Customer: When referring to customers, industry professionals are normally talking about supermarkets, wholesalers, retailers, convenience stores and distributors. The Consumer: The …

Sustainability & FMCG sales

“We do not consider the purpose of this company to be returning money to shareholders. There is a broader purpose.” – Emmanuel Faber, former CEO & Chairman, Danone It is hard to miss the news that Emmanuel Faber has stepped down as Danone’s CEO & Chairman. Leading shareholders argue that Danone has underperformed in recent …

The long tail is becoming mainstream

While it has long been recognised and accepted that with newer generations gaining purchasing power, the long tail becomes even longer. However, what was unforeseen was that the long tail may become mainstream. There was a Medium article nearly 4 years ago by Willy Braun on this. Willy talks about how the long tail can …

Breakfast cereal revival – a pandemic boost?

2o20 has been a very interesting year for breakfast cereals. The breakfast cereal aisle is the one aisle I skip when I do my weekly grocery shopping. Not because I don’t eat breakfast, but because this segment had too much and too little choice all at the same time. That may sound contradictory. The choice …

The rise and rise of the values/purpose driven consumer

This post talks about the importance of using data to create brands that consumers want. The post also includes a video summarising the content.

The FMCG industry & data

The fast moving consumer goods industry needs data driven decision making in every function on a daily basis to ensure a sustainable advantage vs competition. However, this industry is very sporadic in its use of data.