Getting the promotional mix right

This article looks at getting the promotional mix right for FMCG brands, while dealing with an increasingly challenging retail environment.
  • FMCG retail has complex dynamics, which have been dependent more on promotions compared to advertising.
  • Promotions have led to short-term strategies, the rise of discount retailers, cost cutting by manufacturers, the growth of private label products and low commodity prices; all create further challenges for FMCG brands.
  • It is essential for brands to understand these changing dynamics and to know what drives each brand and retailer's performance at an SKU level....

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