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 …

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 …

Reducing stock outs of personal care & hygiene brands in store

Last week, we focussed on how to reduce stock outs of food & beverage brands in stores. This week we are focussing on personal care & home care brands. You may think that personal care & home care brands are immune to these fluctuations as consumer buying behaviour is a result of frequency of use …

Reducing stock outs in stores

This blog focusses on how sales people can reduce out of stocks at supermarkets by considering their target consumer behaviour over the last year and how likely this is to change.

A timely example of VUCA

This week started off hot for those of us in the UK, for March that is. Monday temperatures reached 22degrees and Tuesday was the warmest day in March that UK has seen in 53 years (Sky News) at 24 degrees. As weather influences beverage sales quite significantly, I decided to check out a few supermarkets …

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 …