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FMCG Marketing

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A marketer's view of FMCG producer interaction with retailer and consumer. Made for Russian market

BusinessEntertainment & Humor
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Producer VS. Retailer
The Question is: what can you give me? KAM Buyer MAX share MAX investments
The Question is WRONG !
Where does the money come from?
What Shoppers Think about Retailers? I’m going mad with the queues! If I need to do a small shopping, I’d rather do it at BP! They are all similar! I wish I could buy everything I need for my baby at one place! Often it’s difficult to find quickly what I need There are so many products! It takes ages to choose!
Retailers’ number is growing, consumers’ is NOT!
So What?
The Right Question is: what can WE give THEM ? Fight FOR customer, not AGAINST each other!
= CUSTOMER! + CONSUMER SHOPPER
Customer Loyalty is a Key. How to Gain it? !Price discounts, !Loyalty cards, !Private labels, !24 hours !Promo-goods, !BTL events, !POS-materials ??? ???
Everyone is Doing It Already! The Approach is WRONG .
So What? Combine Efforts : ASSORTMENT & CATEGORY!
Assortment: package solutions (f.i., all you need to prepare your kid for school in one place) new exclusive & seasonal offerings (f.i., co-production with producer/several of them. By the way, every month is a season now!) Category: category building solutions (f.i., cosmetics displays with testers as in beauty shop; special food displays with all ingredients for preparing dinner) “shop in shop solutions” (special shopping islands for babies, schoolchildren, teens) Need Some Examples?!
1) Retailers: satisfied shopper -> category growth & leadership in retail 2) Producers*: satisfied consumer -> brand’s growth & leadership in category 3) KAMs: alliance with marketing -> power of one -> yearly bonus & career :-) What does it mean for: * Combination of sales & mktng budgets -> cost savings!
Haven’t contacted your brand manager yet? :-)
Comments: All above works for FMCG brands with the large volume & value share in NA. In future there’s high probability that others will face the same situation.

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FMCG Marketing

  • 2. The Question is: what can you give me? KAM Buyer MAX share MAX investments
  • 3. The Question is WRONG !
  • 4. Where does the money come from?
  • 5. What Shoppers Think about Retailers? I’m going mad with the queues! If I need to do a small shopping, I’d rather do it at BP! They are all similar! I wish I could buy everything I need for my baby at one place! Often it’s difficult to find quickly what I need There are so many products! It takes ages to choose!
  • 6. Retailers’ number is growing, consumers’ is NOT!
  • 8. The Right Question is: what can WE give THEM ? Fight FOR customer, not AGAINST each other!
  • 9. = CUSTOMER! + CONSUMER SHOPPER
  • 10. Customer Loyalty is a Key. How to Gain it? !Price discounts, !Loyalty cards, !Private labels, !24 hours !Promo-goods, !BTL events, !POS-materials ??? ???
  • 11. Everyone is Doing It Already! The Approach is WRONG .
  • 12. So What? Combine Efforts : ASSORTMENT & CATEGORY!
  • 13. Assortment: package solutions (f.i., all you need to prepare your kid for school in one place) new exclusive & seasonal offerings (f.i., co-production with producer/several of them. By the way, every month is a season now!) Category: category building solutions (f.i., cosmetics displays with testers as in beauty shop; special food displays with all ingredients for preparing dinner) “shop in shop solutions” (special shopping islands for babies, schoolchildren, teens) Need Some Examples?!
  • 14. 1) Retailers: satisfied shopper -> category growth & leadership in retail 2) Producers*: satisfied consumer -> brand’s growth & leadership in category 3) KAMs: alliance with marketing -> power of one -> yearly bonus & career :-) What does it mean for: * Combination of sales & mktng budgets -> cost savings!
  • 15. Haven’t contacted your brand manager yet? :-)
  • 16. Comments: All above works for FMCG brands with the large volume & value share in NA. In future there’s high probability that others will face the same situation.