by Xavier Lesauvage | Dec 1, 2015 | Brand Portfolio, Change Management, Commercial Strategy, FMCG and Consumer Goods, Food and Beverages, Out of Home Commercial Strategy, Shopper Marketing Strategy, Spirits and wines, Trends and growth opportunities
Out of Home (OOH) has changed in response to crisis. It used to be perceived as a “less professional” channel primarily because of its management. However, market contraction and margin reduction has made companies reconsider and reorganise their Out of...
by Xavier Lesauvage | Oct 15, 2015 | Brand Innovation, Brand Strategy, Business model innovation, Commercial Strategy, FMCG and Consumer Goods, Food and Beverages, Marketing, Spirits and wines, Trends and growth opportunities
Will Amazon Dash break through the current Food & Beverages retail model? This is the question that is currently on the minds of many food manufacturers and retailers who are beginning to look for new strategies to preserve their business. Are their concerns...
by Xavier Lesauvage | Feb 20, 2011 | Commercial Strategy, FMCG and Consumer Goods, Food and Beverages, Marketing, Shopper Marketing Strategy
When facing how to approach a Shopper Marketing Model in the organization, one of the main challenges is how to organize it internally and define effective ways to assign clear roles to Marketing, Sales and Trade teams. The Shopper Marketing Model or approach can be...