Blog articles about Consumer Packaged Goods

SKIM Expert Q&A: What you need to know about Customer Journey mapping

SKIM Expert Q&A: What you need to know about Customer Journey mapping

By trendwerk on August 31, 2017

Every customer’s decision journey is unique, especially in an omnichannel world.  Customer journey mapping allows marketers to understand the different stages customers go through before, during, and after purchase. It also examines how to influence customers at the various stages of their journey.

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4 Mapping Frameworks for Customer Decision Journeys

4 Mapping Frameworks for Customer Decision Journeys

By Mike Mabey on May 20, 2017

Whether you’re a CPG brand manager or a B2B marketer, your customer’s decision journeys are complex, dynamic, and easily disrupted by new options and inputs – online and offline. Today’s omnichannel world has created a new path to purchase for consumers, business professionals, and healthcare decision makers. Their decision journey is influenced by technology and media that didn’t even exist a few years ago, but do you know how, where, and when?

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Why marketing should take back ownership of pricing

Why marketing should take back ownership of pricing

By Robin de Rooij on March 19, 2017

Setting the right price is one of the best ways to positively impact a company’s bottom line. Yet, price-setting is not always top-of-mind nor owned by a single department within a company. This holds true across industries, whether it is consumer goods, healthcare, telecom, finance or technology. Sometimes Marketing takes responsibility for pricing, while other times Finance takes on the task. Often, we find that there exists no pricing strategy at all in companies, and thus, no clear ownership of pricing responsibility.

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The promotion paradox

The promotion paradox

By Maureen Arink on October 19, 2015

Offering price discounts on consumer goods seems to be a quick answer to tough competition and to consumers who are more demanding and price sensitive these days. Many times our clients ask us which promotion strategy is most effective in driving share. However, the answer for short term sales boost is different from the one that maintains your brand’s financial health. Let us explain in this article what type of promotion offers the best long term effect.

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Understanding sales promotions

Understanding sales promotions

By Robin de Rooij on August 28, 2011

During harsh economic environments, companies have to make deliberate choices on how to invest marketing budgets to optimize profits. Especially in the competitive FMCG industry promotions are often used as a tool to increase sales. However, what is the most effective type of promotion? And what are the implications of these promotions on your overall product portfolio revenues?

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