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 …

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 …

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 …