Strategies for Maintaining Margins in Tough Economic Times
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Strategies for Maintaining Margins in Tough Economic Times

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My article on how market research models can help to determine the right strategies for your FMCG brands. Originally published in the September 2011 edition of Survey Magazine, it was re-published......

My article on how market research models can help to determine the right strategies for your FMCG brands. Originally published in the September 2011 edition of Survey Magazine, it was re-published in the "best of 2011" December edition. You can also find the article online here: http://viewer.zmags.com/publication/e8f5ba3c#/4ef7aaec/62

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  • 2. CPG goods %ULQJ QHZ QHZV WR WKH FDWHJRU ,QQRYDWH September, 2011 SURVEY Magazine O37
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  • 4.  %ULQJ QHZ QHZV WR WKH FDWHJRU%XGJHW SUHVVXUHV KDYH SXVKHG PRUH FRQVXPHUV WR SULYDWH ODEHO SURGXFWVDQG WKH UHDOLW LV WKDW D NQRZQ &3* EUDQG ZLOO RIWHQ VWUXJJOH WR ZLQ D ¿JKWRQ SULFH DORQH DJDLQVW WKHVH SODHUV :KDW FODLPV FDQ RXU EUDQG PDNH WKDWMXVWLI D SULFH SUHPLXP RYHU FKHDSHU DOWHUQDWLYHV" 7KDW ³QHZV´ FDQ VKLIW WKHSXUFKDVH GHFLVLRQ EDFN RXU ZD Strategies for Maintaining CPG Margins in Tough Economic Times  ,QQRYDWH :KLOH VRPH PDQXIDFWXUHUV DUH FXWWLQJ EDFN RQ QHZ SURGXFW GH- YHORSPHQW QRZ PLJKW EH WKH LGHDO WLPH WR EULQJ WR PDUNHW QHZ SURGXFWV ZKLFK FRQVXPHUV FDQ¶W HDVLO VXEVWLWXWH ZLWK FKHDSHU DO- WHUQDWLYHV 7KH TXHVWLRQ LV LQ WKLV FRPSHWLWLYH HQYLURQPHQW ZKLFK SURGXFW LQQRYDWLRQV KDYH WKH PRVW FKDQFH RI VXFFHVV" :KLFK ZLOO EH PRVW LQFUHPHQWDO WR RXU H[LVWLQJ SRUWIROLR" September, 2011 SURVEY Magazine O39
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  • 6. 3ULFH HODVWLFLW Price Elasticity Analysis: The Line of Equilibrium% WDNLQJ DGYDQWDJH RI WKH UHVHDUFK DQGDQDOVLV WRROV DQ H[SHULHQFHG FRQVXPHU LQ-VLJKWV SDUWQHU FDQ SURYLGH &3* FRPSDQLHV FDQEHWWHU IRUPXODWH WKH ULJKW VWUDWHJLHV WR HQVXUHWKHLU SURGXFWV FRQWLQXH WR KDYH D SODFH LQ WKHFRQVXPHU¶V VKRSSLQJ FDUW :LWK WKH LQVLJKWV WRHIIHFWLYHO RSWLPL]H SULFH SDFN DQG OLQH DQGWR VXFFHVVIXOO EULQJ QHZ SURGXFW LQQRYDWLRQVWR PDUNHW EUDQGV FDQ PDLQWDLQ SUR¿W PDUJLQVDQG RQJRLQJ JURZWK ± HYHQ LQ D YRODWLOH HFR-QRPLF HQYLURQPHQW $Q HIIHFWLYH PRGHO ZLOO SRLQW RX LQ WKH ULJKW GLUHFWLRQ  September, 2011 SURVEY Magazine O41