Sustainability and stock

For FMCG/CPG companies, optimal retail stock levels is about maintaining enough stock at a retailer’s warehouse or at a store level to eliminate out of stocks in stores. For retailers, optimal retail stock levels is about maintaining just enough stock to eliminate overstocking in stores or at their warehouses. However, optimal stock levels need to …

Can a shift in power balance help the FMCG sector?

Years ago, the power balance between manufacturers (suppliers) and retailers was skewed towards the former, but with consolidation in retail and the formation of large players like Tesco & Walmart, the power balance favours retail currently. Imbalance driven by low fragmentation in the sector In the UK, the large grocers/supermarket chains (Tesco, Sainsbury’s, Morrisons and …

Proposition – A ‘P’ added by Unilever’s framework

A proposition emphasises the USP of any product. Crafting a simple, focused and clear winning proposition can be complex and time taking. Consequently, marketers and sales teams strive to extract learnings from the past, and drive bigger and better innovations for the future. A successfully crafted proposition creates an imprint in the target consumers’ minds to …

Process – A newer addition to the traditional 4Ps

So you have a great product and you have defined and validated your target audience(consumer segment). How do you deliver your brand/SKU to the customer(brick & mortar/online) and make it available for your target consumers to buy? The next P, Process, covers this aspect. The sales process followed in any organisation influences execution in store …

Product – the most important element of retail execution & the marketing mix

Product is, probably, the most crucial component of the 6Ps. It originates directly from your consumer through an unmet need that they have. This can be a physical item, a service, a platform or software. It is produced at a cost and is made available to the target audience at a price to help fulfil …

Promotions and retail sales

This is probably the most complex of the 4 (or 6) Ps. Promotion includes all those activities that involve communicating the benefits and features of your brand/product. Through it, you let potential customers and consumers know what you are selling. In order to convince them to buy your brand, you need to explain how it solves their …

Pricing strategy and pricing

Price is the only KPI of retail execution that creates revenue, while all of the others are costs. FMCG companies need to be very clear about pricing objectives, methods and the factors that influence price setting. The pricing team needs to know if their brand is losing or gaining market share at the current price …

Place/Placement – where do consumers find your brand?

As you can tell, this is a KPI most applicable to brick & mortar stores. Where the brand/SKU can be located in a store has an outsized impact on sales. There are 3 components to this: The aisle (where on the shop floor) where your brand can be found The arrangement on shelf Share of …

Product – availability & distribution

Today‚Äôs blog is about Product and all the factors associated with it. The product (brand or SKU) placed in a store is extremely important. Even in the case of large retailers like Walmart or Tesco, not all stores are the same. Each store in a retail chain has a different mix of consumer demographics, dependent …

Retail execution in FMCG

Excellence retail execution has been a focus for FMCG companies for several years now as they all concur that retail excellence results in increased sales and market share. Each company has coined its own term for this. ‘Perfect Store’ by Unilever, ‘Golden Store’ by P & G, ‘Right execution daily’ (RED) by Coca Cola and …