Blog articles about Consumer Packaged Goods
How brands can be relevant during the COVID-19 crisis
Consumer behavior is usually embedded in daily habits; sometimes consumers make more deliberate decisions. COVID-19 triggered a dramatic change in the context of consumer decision making: Many daily habits have come to an abrupt halt; more decisions are now deliberate.
Your company is probably feeling the immediate impact of these behavioral shifts and you may be charged with adapting short-term marketing strategies accordingly.
Marketing strategies post COVID-19: What you should know about decision behavior
COVID-19 has radically changed the context in which we make decisions, disrupting many habits. No one can predict if the behavioral shifts will last or what the recovery period will look like.
Online shopping and media consumption will undoubtedly continue to grow (as it was pre-COVID-19) … but to what degree? Will brand-loyal consumers who switched brands due to limited stock eventually return?
How Unilever is driving growth opportunities with NRM
FMCG revenue professionals are challenged with creating a win-win-win situation: Provide consumers with the right product at the right price, create value with retail customers in challenging times, all while delivering top and bottom line growth. And all of this while working within legal limits in countries that prohibit resale price maintenance.
Leading consumer goods companies are increasingly adopting a net revenue management (NRM) approach to tackle this challenge. By applying a structured approach to analytics and encouraging open-mindedness, companies like Unilever are maximizing their net revenue and profits.
How Nestlé is shaking up the coffee shelf with Starbucks
Exploring a virtual shelf approach to launching a premium brand
In 2018, Nestlé signed a $7.2 billion deal to market, sell and distribute Starbucks’ packaged products outside of the company’s cafes, providing Starbucks at home. With high brand recognition, Starbucks would clearly make an impact at the coffee shelf. However, one of Nestlé’s European insights team saw an opportunity to rethink the crowded grocery store shelf to drive even more growth – for Nestlé and its customers.
Albert van Meeteren, Nestlé’s Head of Consumer and Shopper Insights and Analytics, wanted to see how they could best launch Starbucks in a “new and innovative” way in Dutch supermarkets by focusing on in-store execution.
Ready for the next stage of pricing research?
Exploring a data-fusion approach for holistic pricing decisions
Whether you’re introducing a new SKU or reacting to a market change, managing your pricing strategy can often feel like a complicated balancing act. You know solid revenue decisions should be grounded in sound data, but that input often comes from a variety of sources and stakeholders.
The unique approach a charcoal brand used to fire up tasty product claims
Launching a premium product means convincing consumers to trade up, without driving them to the competition.
This is the exact challenge faced by the Global Insights Manager at a best-selling charcoal brand as she prepared to launch two new premium products.
The brand offers various charcoal products and sauces which have been synonymous with American BBQs for decades. As consumer grilling tastes have evolved, the brand recognized there were unmet needs among the most enthusiastic grilling aficionados.
The result was the development of new premium products. However, this innovation posed its own set of marketing challenges. The original product remained popular; the brand couldn’t risk putting claims on the premium packaging that would negatively impact its baseline product.
How Kellogg’s built a global insights platform for claims tests
From a single corn flake to a global presence, Kellogg’s has been fueling better days for more than a century. Today, the food-manufacturing giant markets 24 brands, in 180 countries. The sheer size of Kellogg’s, coupled with today’s changing insights environment, created a daunting challenge for the company’s global insights team last year.
How could they decrease turnaround times for claims research, standardize approaches for comparability of results, while extracting better insights and decreasing costs all at the same time?
How Constellation Brands is overcoming mobile shopping challenges in the alcohol category
Is your eCommerce strategy attracting and converting consumers?
The shift to online ordering for alcohol has grown significantly in recent years, and with it, there have been new challenges and opportunities that brands face in eCommerce. Lisa Caro, Director of Insights & Analytics for Emerging Opportunities, Constellation Brands, and Elizabeth Kadrich, SKIM, discussed how Constellation Brands turned to mobile-optimized images to influence shopper behavior.
How pricing research is helping FMCG brands fight inflation in developing countries
When inflation hits, your pricing strategy inevitably feels the pressure. On the one hand, raising product prices will protect margins. On the other, you can’t risk pricing yourself out of the market. When consumers feel this pressure, their spending habits are likely to change, especially in developing countries and high-inflation regions.
Why it’s time to optimize your approach to brand trackers
Explore a driver analysis solution for analyzing stated and unstated factors
Tracking studies provide extensive information on brand perceptions over time. They play an important role in understanding what influences consumers and professionals to make decisions. However, as these groups become more empowered and have more choices to consider, your approach to brand trackers needs to evolve as well.