Making the most of the moment of truth

In every CPG/FMCG category, the point of purchase is the critical moment of truth when a consumer facing a shelf of competing brands makes a decision to part with hardearned money for just one of them.

Making the Most of the Moment of Truth

Nigel Hollis

The path to purchase begins when a consumer recognizes a need, and ends when a brand is selected to satisfy that need. Brand marketers work hard to ensure that their brand is one considered by consumers on that path, using above-the-line communications to build consumers' predisposition to that brand. However, that predisposition, or “demand” for the brand, can be diverted to another brand by activities designed to activate sales at the point of purchase. Stimulating sales “activation” with price promotion may build volume for a brand, but the growth will...

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