Overhauling trade promotion practices is a prerequisite for CPGs looking to drive more meaningful growth across all commercial spending. Here are eight steps that every company should take.
Kellogg's sale of the Keebler cookie business and Constellation Brands' wine drain represent ongoing disruption in the business plans of packaged goods makers.
CVS/pharmacy took much of its holiday efforts online this year, expanding its reach by tapping social influencers and creating holiday-themed how-to videos, to name a few.
The days of spreadsheets and 18-month planning calendars are history. Effective trade promotion strategies now demand a cross-functional, 360-degree understanding of consumer behavior. Here are 9 steps CPGs must take to get there.
Andrew Soteriou brings a range of experience advising some of the world's leading consumer goods companies on value growth and best-in-class RGM techniques.
