Getting the right promotional mix

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

Winning that all important 1st purchase

Byron Sharp’s well proven law of growth, that both brands and categories grow primarily as a result of penetration gains and not as much via frequency or AWP as previously understood, sits as a mantra at the heart of the marketing functions of many leading CPG companies. Sharp demonstrates that brands and categories should anticipate… Read More