In today’s supermarkets, consumers are faced with a significant challenge that impacts their experience in every aisle: rising food prices. With this surge in costs, shoppers are reevaluating their purchasing habits, considering both necessity and value with each item they pull off the shelves.
Just hearing the word audit can send even some of the most organized companies into a state of panic – that is if you are referring to a financial audit.
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While the answers to this question may differ dramatically, the reality is that this is a very fair and warranted question. If you’ve done any research on this topic or have personal experience on how this question can be answered, you are keenly aware that the answer is very much related to the strategy and execution of the advertising campaign – aka, this is a loaded question. The truth is, every brand manager should be prepared with a strong rationale for how to answer this question.
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Getting your marketing strategy right is crucial for the success of your overall marketing plan. However, strategy development is not a straightforward process and requires continuous evaluation. Whether you’re in the discovery or execution phase, your approach to the process greatly impacts your chances of success.
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In a recent article, I discussed how to better understand what your data is telling you, which leads in to the important topic of market selection.
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Wading through CPG Data can be daunting, so find what’s important.
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Not so much.
In the CPG world, we all know the constant pressure that is placed on brands to deliver trade programs that retailers will like and in many cases – what retailers are dictating.
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