CPG Industry View of What’s Ahead for 2010
My friends over at CPGMatters published a roundup perspective of what’s important for industry trade and marketing strategists in the new year. They were also kind enough to quote me several times, alongside folks from McKinsey, PWC, Adesso and Synectics Group.
Not surprisingly, the list of themes is fairly consistent with many of the issues I have written about over the past few quarters. Some of the highlights include: pricing as a strategic lever, planning price and promotion strategies together, co-opetition with private label and maintaining a total category view when selling to retailers.
All in all, an on-target story that frames up some pretty important industry issues for 2010. You can access the full story here.
Categories: media, trade promotions
future, promotion, retail, software, TPM, trade marketing
Great article. Apart from your ideas, loyalty programs are going to get smarter too. While retailers end up spending large amounts creating and executing elaborate loyalty programs and promotional campaigns, the response may be disappointing. Accurate knowledge of customers who are more likely to buy the second time can help retailers focus their efforts on this concentrated target group and derive higher benefits from promotions and loyalty marketing. This can be done through RFM model analytics which measures the recency, frequency and monetary value of the purchases to identify loyal customers. More info here: http://thoughts.manthansystems.com/rfmmodel_business_analytics.php