The Hare and the Tortoise Revisited, a previous article we’ve discussed, highlights that for CPG companies to prosper in an ever-evolving retail market requires adopting an eCategory strategy anchored in robust consumer and shopper understanding. Commercial teams need to recognise that people will always interact with a brand however and wherever is most convenient for… Read More
Once upon a time, there was a hare and a tortoise who were part of the same CPG company. The hare’s team was fast paced where technology defined its rules. The tortoise’s team was slower paced, focusing on building relationships and known processes. The hare represented eCommerce and digital teams while the tortoise represented the… Read More
Context You’ve completed your Category Strategy. You know where you are heading. You have plotted your timed course to get there because you’ve created a quantified set of prioritised Growth Drivers and Activation Platforms and you have a multi-functional set of Strategic Imperatives, which are shaping your corporate and brand plans across the next three… Read More
Like many people, it turns out that consumers also respond well to a little nudge now and then. Whilst Nudge Marketing^ has been around for some time, we still believe it is a great way to help close what we call the “Shopper Purchase Decision Gap”. Our industry has traditionally concentrated on building great emotion… Read More
Quantic’s core principle is that connected organisations out-perform their competition. By connected, we mean those businesses whose functional strategies are aligned behind one consistently understood growth agenda. Our previous posts have looked at the necessity to align these strategies behind a common growth agenda. Initiated by the Marketing function and expressed as Category Growth Drivers,… Read More
With the majority of the Food and Drink category values being at best flat and often actually in decline, it’s all too easy for manufacturers to throw badly-aimed monies at the problem. Being caught up in an endless spiral of less than perfectly conceived promotional support is a common trend across CPG suppliers. Trapped between… Read More
When Sainsbury’s recently announced its strategy to address losses to the discounters, the reactions from some suppliers were extreme. On the news that it was assessing both the ‘emotional’ and ‘functional’ connection to consumers and shoppers of all brands across some 34,000 SKUs, the Grocer reported that Sainsbury’s declares war on brands’’ and that some… Read More
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