From Great to Gone: Why FMCG Companies are Losing the Race by Peter Lorange

By Peter Lorange

The trendy customer isn't any longer attracted via single-minded, predictable and one-benefit-focused model gives you. the old school FMCG communique options in line with tv, radio and print with consistent repetition became superseded. From nice to long past indicates that what’s wanted are ’Lego’ ideas, wherein the selling and conversation options are equipped up through many key features (like development blocks) and dropped at the patron via a mixture of quite a few contact issues. most significantly, you want to depart shoppers to place all of that jointly themselves. There are significant inner and exterior hurdles to remodeling FMCGs effectively into FICGs - speedy Innovating buyer items. It calls for new model options and flatter, extra top-down than bottom-up, decision-making organizations and a 21st-century version for advertisements organisations. Externally those businesses desire a new path to marketplace via transformation in their previous retail dependencies. alterations also are required in all conversation supply, reflecting sleek shoppers’ connectivity and limitless entry to details. within the booklet the authors show off what the winners of the twenty first century have in universal that has enabled them to develop into FICGs. New, unimagined versions proceed emerge, to which, with the authors’ tips manufacturers and outlets may well improve their very own sustainable responses.

Show description

Read or Download From Great to Gone: Why FMCG Companies are Losing the Race for Customers PDF

Similar systems & planning books

Strategic Intelligence

Whereas numerous wonderful texts on intelligence were released during the last decade, there's no complementary set of volumes that addresses the topic in a finished demeanour for the final reader. This significant set explains how the 16 significant U. S. intelligence firms function, how they acquire info from world wide, the issues they face in delivering extra perception into this uncooked info throughout the ideas of research, and the problems that accompany the dissemination of intelligence to policymakers in a well timed demeanour.

Business Lessons from the Edge: Learn How Extreme Athletes Use Intelligent Risk Taking to Succeed in Business

[BACK hide] become aware of THE profitable MIND-SETS of utmost activities ATHLETE-EXECUTIVES Skateboarding legend Tony Hawk jump-starts the world's most well-liked skateboard corporation with businessman/skateboarder according to Welinder, who lately bought his proportion of the corporate again to peddle to target his thriving garments line.

Strategic Management: A Stakeholder Approach (Pitman Series in Business and Public Policy)

The ornamental dustjacket is in virtually ideal situation. publication is simply too with the exception of the pinnacle corners of some pages that bought folded down. /lh

Extra resources for From Great to Gone: Why FMCG Companies are Losing the Race for Customers

Sample text

So what is the critical lesson for FMCGs? We believe the key is to evolve into FICGs – fast innovating consumer goods companies. Fast innovation entails leaving space for the consumer – halting the development and sales of finished, or finite, propositions and instead producing offerings that engage consumers and invite them to put the parts together on an individualised basis. ”’ Some companies have always relied upon their customers to ‘complete’ the product for themselves. A perfect example is Lego, the Danish manufacture of building bricks for children.

John Battle, the Foreign Office minister, said he hoped the control centre would have ‘a very boring time indeed’. And so it did. With a very few exceptions, the Millennium Bug proved remarkably benign: one Japanese cell phone network found that some models of telephone were deleting new messages received, rather than old messages, as the memory filled up; several websites around the world gave the date as 1 January 19100; and 150 slot machines at racetracks in Delaware stopped working. When the new millennium dawned without serious incident, the world breathed a huge sigh of relief and carried on with the routine business of getting and spending.

Even 10 or 15 years before the end of the twentieth century the mobile phone had already become a symbol of success and sophistication. The huge, clunky Motorolas and Ericssons of the mid to late 1980s look ridiculous to today’s users, but at the time they spoke of power and status. Their real power, however, only started to become apparent once they had reduced considerably in size and cost and could be afforded by ordinary people and not just yuppie wheeler-dealers. 30 From Great to Gone The world of brand marketing really started to change when mobile phones became internet-enabled in the early years of this century.

Download PDF sample

Rated 4.74 of 5 – based on 18 votes