An opportunity to listen to past Webcasts from CPGmatters.
AUGUST 2010
Can You Benefit from Predictive Trade Analytics?
Today’s competitive marketplace calls for first-rate promotion strategies. CPG companies need the ability to simulate events and forecast results accurately. But best practice is no longer a direct build off of the prior year. That’s because competition from other brands and private label is tougher, and the performance demands from retailers are greater.
What are the right steps for companies?
Find out in this CPG Webcast and learn why the time is right to learn how to optimize trade promotion strategies. Click on the first arrow in the control bar to listen:
AUGUST 2010
Want Successful New Products? Just Follow One Simple Rule
The failure rate for new packaged goods products is an amazing 95%. Unfortunately, that track record has persisted for too many years. But because times are tough nowadays, marketers need to look for alternative strategies.
There is a better way. In this CPG Webcast, learn why the conventional marketing strategy behind most new products ensures failure, and what changes need to be made to lead to success. Click on the first arrow in the control bar to listen:
JULY 2010
Growing Profits with Strategic Pricing
Pricing is the most sensitive tool for profit that a company has. It can transform a company’s P&L.
But do companies have the proper pricing strategy for profit? Most don’t. In fact, pricing is undermanaged at most companies. They manage price reactively; that is, as a way to maintain operating profit in response to fluctuations in input costs.
In this CPG Webcast, learn how best-in-class companies treat pricing as a strategic lever of revenue and profit growth in any economic environment. Click on the first arrow in the control bar to listen:
JUNE 2010
How to Avoid Doing a Re-Plan
Every year, many large and sophisticated CPG companies doing “re-plans” of their annual plans. Sometimes, the original plan was finalized and deployed only six months before. So that means within a year, companies are thinking and then re-thinking brand and portfolio objectives and strategies.
Is this do-over really necessary? Why can’t companies stick to the original script?
In this CPG Webcast, hear why the real problem seems to be how companies are planning to begin with – and how to get it right in the first place. Click on the first arrow in the control bar to listen:
MAY 2010
What Is the ‘Net Brand Effect’ of Promotions?
Most CPG manufacturers understand which promotional tactics work effectively for their brands. They have a good idea of the right frequency of promotions and the amount of discount. But very few manufacturers understand – or even consider – the overall effect on the brand portfolio.
Understanding how spending on customer marketing interacts across the portfolio results in better portfolio management and improved ROI. This understanding is called the “Net Brand Effect.”
In this CPG Webcast, hear more about the “Net Brand Effect” and the role that market structure plays in promotion decisions. Click on the first arrow in the control bar to listen:
APRIL 2010
Are Marketing Skills at a Crossroads?
The greatest challenge facing CPG companies nowadays is achieving sustained, profitable organic growth while dealing with all of the formidable issues that plague the current business climate.
Across the competitive CPG landscape, powerful brands and brand equities are often among a company’s few sustainable advantages. So it’s easy to predict that the need for superior brand-building skills will grow.
But do marketers have the right stuff? To find out, click on the first arrow in the control bar to listen:
MARCH 2010
Putting the Consumer into Retail Assortment Decisions
There’s a lot happening with assortments nowadays. Mega-retailers are wondering if they need to carry so many SKUs on their retail shelves. At the same time, they’re redefining the roles of individual categories in their stores.
In some categories, retailers are figuring out that national brands are not always the drivers of the category. They are looking to eliminate or significantly reduce the number of national brands on the shelf while increasing the more profitable store brands.
What to do? Click on the first arrow in the control bar to listen:
