Deliver today or tomorrow? A Category Visions Role

In recent years we have seen a shift by CPGs to deliver today, without a strategic view of tomorrow. Resources have been redistributed to support this, with less priority being given to driving category growth. In the last few months, this seems to be changing with more conversations being had with CPGs around building competencies, […]

Brand Marketing, Category Marketing, Category Vision, Consumer Marketing, Customer Marketing, Shopper Marketing, Thinking, Value Chain Marketing For Growth

Category Strategy – Working Locally, Building Globally

Your organisation wants to build a “Global” Category /Brand Vision and Strategy that is fully supported by your in-market teams. However, this raises some questions… • Our markets say they are “too different” to build a shared vision and strategy – can this work? • How will we keep the teams on board if they […]

Category Marketing, Category Vision, Thinking

Category Strategy – Rolling out your Category Vision, making it happen in market

We have often seen the same issue affect global businesses. They have created a global or regional category vision and drivers, which they then expect the market-based teams to adopt and apply. However, this brings with it some issues: • Will, your in-market teams align behind a centrally produced Category Strategy? • Is it fit […]

Category Marketing, Category Vision, General, Thinking

RGM – whose job is it anyway?

In the recent past, most FMCG businesses have driven growth at a steady pace, but this has changed. Evolving consumer and shopper behaviour, a more competitive environment and evolving channels have meant that our traditional approach to winning with customers is not enough. Besides, customers are upskilling and getting equally good at delivering the elements […]

Brand Marketing, Category Marketing, Competencies, Consumer Marketing, Customer Marketing, General, Omnichannel, Revenue Growth Management, Thinking

Annual Business Planning – don’t leave your customers out

The frequently used process of developing and delivering annual business plans often works by functional teams delivering their part of the process and handing the baton over to the next team. The flaw in this approach is that there may be little input from the ‘next’ team to the element delivered by the ‘previous’ team, […]

Brand Marketing, Category Marketing, Competencies, Consumer Marketing, Customer Marketing, General, Omnichannel, Revenue Growth Management, Shopper Marketing, Thinking

Invest in change

Why has CPG brand growth been overlooked in 2020? With many companies focusing on fulfilment, has the time for brand growth arrived?  As we head into 2021, will category development and brand growth be core to category and brand recovery? 2020 has been an excellent time to listen to business leaders at the forefront of […]

Brand Marketing, Category Marketing, Competencies, Consumer Marketing, Customer Marketing, General, Omnichannel, Shopper Marketing, Thinking

How IBP delivers a one-team approach

Several market trends are challenging companies to improve their planning. The need to respond to changing requirements of consumer, shoppers and customers, plus evolving routes to markets means that planning needs a refresh. Conflicting objectives can cause issues. The supply chain will be keen to optimise the performance of manufacturing whilst managing inventory. They will […]

Brand Marketing, Category Marketing, Consumer Marketing, Customer Marketing, General, integrated Business Planning, Omnichannel, Shopper Marketing, Thinking

What is Integrated Business Planning?

It is that time of the year again when business thoughts turn to the  plan for the next financial year, so I have a question for you How integrated is your business plan, and how aligned are all of the stakeholders in your business to it? If we look at how most businesses create their […]

Brand Marketing, Category Marketing, Consumer Marketing, Customer Marketing, Deposit Return Scheme, eCommerce, General, High Fat, Sugar and Salt, Omnichannel, Revenue Growth Management, Shopper Marketing, Thinking

The Role of a Category Strategy in 2021

With the changes we have seen in the last year affecting consumers, shoppers, channels and customers, should we ensure we develop plans for the ‘new’ future? Can we copy and paste a category strategy with some edits? Should the strategy reflect the changed behaviour we saw in 2020? We should consider the best way to […]

Category Marketing, Category Vision, General, Thinking