The very basis of competitive advantage in the consumer goods industry is shifting. The next wave of breakout winners are building and leveraging capabilities rooted in analytics and actionable insights.
In an industry where nothing beats a product demonstration, Rockwell needed a new way to address customer questions in real time and craft its messages based on what they wanted to learn.
Since creating its Facebook Page in 2009, the Bud Light brand has used the platform to showcase its content, which is renowned for being witty and sparking viral conversations.
Fred Schroeder, president, Adesso Solutions, offers realistic tips for small to mid-sized consumer goods manufacturers who want to conquer the seemingly impossible task of achieving trade promotion effectiveness.
The portfolio being acquired includes a broad range of liquid and dry-mix salad dressing flavors under the Wish-Bone and Western brand names, at a purchase price of $580 million.
The executive joins Mars from Johnson & Johnson where he most recently served as the General Manager-Walmart Global Cross Functional team for the Consumer Products segment.
