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Stew's Perspective on Modern CPG Go-to-Market Organization

Stew's Perspective on Modern CPG Go-to-Market Organization

Gone are the days when Finance-driven CPG organizations believe they can afford to have their own top down ...

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John Koury

John Koury
Principal

With 30 plus years in CPG, John brings extensive leadership experience ...

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Stealing Share

 

“How do I drive revenue by stealing share in a no/slow-growth, large category environment?”

 

WINNING AT RETAIL EXECUTION

Customer Marketing Group (CMG) has helped its clients answer this question by executing against three key objectives:

1) Executing the Right Everyday Price at Shelf
2) Managing Trade Funds for Efficiency and Effectiveness
3) Growing Share through the Right Distribution
 
Executing the Right Everyday Price at Shelf
When it comes to setting everyday price, retailers ultimately control what the consumer pays. However, manufactures can utilize analytics to create powerful selling stories that will not only grow their profit, but the retailer’s as well. By doing so, the manufacturer leverages their position as a key driver for the category and presents the opportunity to steal share from other manufacturers who are not yielding price points that perform at competitive velocities.

 

To continue reading, download the full whitepaper below.
 
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