Provide processes, practices, and tools at the right level of complexity
People support to maximise impact and ROI
In this world fresh thinking is needed
The Rebalancing Resources Matrix
In this world of category and shopper, activity has become focused on ‘the now’, with little planning or priority given to longer-term projects.
The concept of ‘grow the pie’ has been left behind in favour of ‘win today’.This short-term focus is in our opinion, unsustainable. The costs for the immediate gain of ‘win today’ cannot be maintained.The drive to change shopper behaviour has lost out to ‘get volume now’. Category Development or Management is today’s orphan child.
CPG needs a new approach. To find out how we propose to rebalance this behaviour download our white paper outlining some the initiatives that can be adopted by those asking how they can regain the common ground.