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 …