Marketing spending has traditionally represented nearly $225 billion in annual expenditures by CPG manufacturers – 19.5% of total sales. While this figure has remained relatively static for the past 10 years, in early 2018, three prominent Fortune 500 CPGs – Kraft Heinz, Unilever and PepsiCo, announced plans to dramatically increase marketing spend as a means […]
With forces like 3G pushing CPGs to examine costs, revenue growth management is a hot topic today in the consumer goods industry. One of the key areas CPGs are putting under the scope is trade spend. As part of the cost-cutting initiative, 3G cut the Heinz trade budget by 25% and is now ready to […]
Retailers and consumer brands deploy promotions every day in the form of circulars, coupons, FSI’s, direct mailers, digital offers and more. While promotions are becoming better personalized and more multi-touch, the ability to measure the effectiveness of them remains weak. The main reason promotional analysis is limited is due to the amount of data that […]
Tableau, a data visualization company, recently released a report titled “How to Improve Healthcare Payer Operations with Data.” The report examines how payers are pressured to improve operational efficiencies, lower costs and drive new revenue, but can only do so with access to meaningful data insights. As a result, innovation-led payers are building agile software […]
Funding of shopper marketing and trade promotion is increasing, but with varied results, putting the pressure on shopper marketers and trade promotion managers to be performance-based. To achieve this, a greater focus on the elements of execution and the collection of insights into what is happening at the store level is required. In a publication […]
Without the right tools, content and processes, healthcare sales representatives cannot perform to their maximum potential. The emergence of the omnichannel consumer has made many healthcare sales processes and tools outdated and ineffective. Most millennials don’t like to talk on the phone or even in person – they like to conduct their own online research […]
The CPG industry is in a state of turbulence. Smaller, more tightly focused companies are emerging and outpacing the larger players. Digital technologies are creating new ways for CPGs to connect with consumers. Center store is shrinking as consumers shift to produce-dominated diets. Online retailers like Amazon are delivering levels of service personalization and convenience […]
Over the past several years, sales have declined across the largest CPG companies at a startling rate. According to Nielsen, the 20 largest consumer packaged-goods companies suffered from flat sales last year, while smaller ones posted sales growth of only 2.4%. In order to address diminishing sales and evolving consumer shopping behaviors, CPGs have had […]
Major advancements are being made in collaborative technology, marketing automation and data-driven marketing, yet oddly the processes that drive shopper marketing remain antiquated. Shopper marketers carry brilliant ideas, market intelligence and customer insights, yet struggle to actualize their ideas due to the intense manual labor required of their jobs and lack of workflow technology. With […]
According to Forrester, cross-channel retail sales in the US alone will be nearly $2 trillion by 2018. While there’s no question that delivering a strong cross-channel experience is paramount for retail success, only 5% of marketers rate themselves as “very much set up” to effectively orchestrate cross-channel marketing activities, according to an Econsultancy Cross-Channel Marketing […]