Blog articles about Consumer Packaged Goods

How brands can be relevant during COVID-19 crisis

How brands can be relevant during COVID-19 crisis

By Arne Maas on April 8, 2020

Consumer behavior is usually embedded in daily habits; sometimes consumers make more deliberate decisions. COVID-19 triggered a dramatic change in the context of consumer decision making: Many daily habits have come to an abrupt halt; more decisions are now deliberate.

Your company is probably feeling the immediate impact of these behavioral shifts and you may be charged with adapting short-term marketing strategies accordingly.

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Marketing strategies post COVID-19: What you should know about decision behavior

Marketing strategies post COVID-19: What you should know about decision behavior

By Karin Lieshout on April 2, 2020

COVID-19 has radically changed the context in which we make decisions, disrupting many habits. No one can predict if the behavioral shifts will last or what the recovery period will look like.

Online shopping and media consumption will undoubtedly continue to grow (as it was pre-COVID-19) … but to what degree? Will brand-loyal consumers who switched brands due to limited stock eventually return?

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How Unilever is driving growth opportunities with NRM

How Unilever is driving growth opportunities with NRM

By Joyce van Heeswijk on February 12, 2020

FMCG revenue professionals are challenged with creating a win-win-win situation: Provide consumers with the right product at the right price, create value with retail customers in challenging times, all while delivering top and bottom line growth. And all of this while working within legal limits in countries that prohibit resale price maintenance.

Leading consumer goods companies are increasingly adopting a net revenue management (NRM) approach to tackle this challenge. By applying a structured approach to analytics and encouraging open-mindedness, companies like Unilever are maximizing their net revenue and profits.

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How Nestlé is shaking up the coffee shelf with Starbucks

How Nestlé is shaking up the coffee shelf with Starbucks

By Joey Ophof on November 20, 2019

Exploring a virtual shelf approach to launching a premium brand

In 2018, Nestlé signed a $7.2 billion deal to market, sell and distribute Starbucks’ packaged products outside of the company’s cafes, providing Starbucks at home. With high brand recognition, Starbucks would clearly make an impact at the coffee shelf. However, one of Nestlé’s European insights team saw an opportunity to rethink the crowded grocery store shelf to drive even more growth – for Nestlé and its customers.

Albert van Meeteren, Nestlé’s Head of Consumer and Shopper Insights and Analytics, wanted to see how they could best launch Starbucks in a “new and innovative” way in Dutch supermarkets by focusing on in-store execution.

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Ready for the next stage of pricing research?

Ready for the next stage of pricing research?

By Stefan Ammerlaan on November 8, 2019

Exploring a data-fusion approach for holistic pricing decisions

Whether you’re introducing a new SKU or reacting to a market change, managing your pricing strategy can often feel like a complicated balancing act.

You know solid revenue decisions should be grounded in sound data, but that input often comes from a variety of sources and stakeholders.

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The unique approach a charcoal brand used to fire up tasty claims

The unique approach a charcoal brand used to fire up tasty claims

By Bill Salokar on May 7, 2019

Launching a premium product means convincing consumers to trade up, without driving them to the competition.

This is the exact challenge faced by the Global Insights Manager at a best-selling charcoal brand as she prepared to launch two new premium products.

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How Kellogg’s built a global insights platform for claims tests

How Kellogg’s built a global insights platform for claims tests

By Mike Mabey on April 17, 2019

From a single corn flake to a global presence, Kellogg’s has been fueling better days for more than a century. Today, the food-manufacturing giant markets 24 brands, in 180 countries. The sheer size of Kellogg’s, coupled with today’s changing insights environment, created a daunting challenge for the company’s global insights team last year.

How could they decrease turnaround times for claims research, standardize approaches for comparability of results, while extracting better insights and decreasing costs all at the same time?

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How Constellation Brands is overcoming mobile shopping challenges in the alcohol category

How Constellation Brands is overcoming mobile shopping challenges in the alcohol category

By Dhika Democrat on March 15, 2019

What you missed from Quirks Brooklyn ‘BYOB (Build your online brand)’ session

“How many of you have purchased alcohol online? What about groceries?” This is how Lisa Caro, Director of Insights & Analytics for Emerging Opportunities, Constellation Brands, kicked off her remarks to a room full of insights professionals at The Quirk’s Event in Brooklyn. The responses to those two questions reflect the challenges and opportunities that alcohol brands face in eCommerce.

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How pricing research is helping FMCG brands fight inflation in developing countries

How pricing research is helping FMCG brands fight inflation in developing countries

By Robin de Rooij on February 26, 2019

When inflation hits, your pricing strategy inevitably feels the pressure. On the one hand, raising product prices will protect margins. On the other, you can’t risk pricing yourself out of the market. When consumers feel this pressure, their spending habits are likely to change, especially in developing countries and high-inflation regions.

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Why it’s time to optimize your approach to brand trackers

Why it’s time to optimize your approach to brand trackers

By Giacomo Sartori on February 20, 2019

Explore a driver analysis solution for analyzing stated and unstated factors

Tracking studies provide extensive information on brand perceptions over time. They play an important role in understanding what influences consumers and professionals to make decisions. However, as these groups become more empowered and have more choices to consider, your approach to brand trackers needs to evolve as well.

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