by sitemanager | Jul 11, 2017 | Uncategorized
In the blog “Evaluating Price Response as Opposed to Price Elasticity”, I reinforced the powerful impact of transforming the marketing mindset from the “brand management” approach (which has dominated the FMCG market) to a “portfolio management” approach. My comments...
by sitemanager | Jun 16, 2017 | Uncategorized
Over the summer, a guest viewpoint in Progressive Grocer proclaimed that shopper marketing was dead. Basically, the argument was that retailers must embrace the success in strategic targeting of promotions by Kroger and those facilitated by the analytics provided by...
by sitemanager | Apr 7, 2017 | Uncategorized
Last year Forbes reported on a survey of more than 200 global FMCG C-suite executives from both the retailer and manufacturer sides of the business. The article summarized the findings with a fairly dire outlook: stating that, “antiquated marketing and...
by sitemanager | Mar 10, 2017 | Uncategorized
In a recent client meeting, a description of the CIA® methodology led to an in-depth conversation about the use of retail tracking data acquired via scanners in developed markets or audits in emerging markets. It was a great discussion and reminded me of several of...
by sitemanager | Feb 23, 2017 | Uncategorized
A recent report by McKinsey and Nielsen highlights how FMCG companies could drive winning performances. It is an excellent analysis of top management practices within North American companies and is worth at least skimming through. Overall, the document compares what...
by sitemanager | Jan 12, 2017 | Uncategorized
Last year, Amy Gallo published “A Refresher on Price Elasticity” in the Harvard Business Review). It was a great primer for how most analytics firms address price questions from marketers, and I am a little frustrated with myself for taking so long to...
