Going direct to consumer is top of mind with CG executives today. But are companies really ready to take on this new wave of consumer interactions? The Economist Intelligence Unit (EIU) recently polled CG executives across the globe to better understand how companies are engaging directly with consumers. Here, industry experts discuss the research results and provide recommendations.
Pinnacle Vodka, with 2012 volumes expected to exceed three million 9-liter cases, is expected to significantly enhance Beams presence in the large, growing vodka category.
CGTs bi-annual Tech Preview Guide introduces you to five new tools that hit the market in 2012. Find out how they can empower key business processes within your organization.
The Target team at Hain Celestial Group Inc. was in a promotion rut. With a limited trade budget, they wanted to determine if they were spending those dollars wisely. And, if not, where those dollars could be better spent.
With limited visibility into its trade spend activity, Weetabix' trade-driven organization was challenged to access specific product or brand information from spreadsheets and settle deductions efficiently.
Consumers are no longer consuming information in a vacuum, but from multiple channels, and oftentimes, simultaneously, making it more difficult to reach and engage them in a meaningful way. Read on to learn how to use what you know about your consumers to develop the right cross-channel marketing strategy.
The intersection between shopper marketing and trade promotions is creating both operational and financial challenges for CPG organizations. Leaders, like The Clorox Company, are making great strides in defining the best path forward. Here, Booz & Company recommends CPG companies take the following actions for maximum impact with consumers.
