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Books > Business & Economics > Business & management > Management & management techniques > Organizational theory & behaviour
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From Great to Gone - Why FMCG Companies are Losing the Race for Customers (Paperback)
Loot Price: R1,674
Discovery Miles 16 740
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From Great to Gone - Why FMCG Companies are Losing the Race for Customers (Paperback)
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The modern consumer is no longer attracted by single-minded,
predictable and one-benefit-focused brand promises. The
old-fashioned FMCG communication strategies based on television,
radio and print with constant repetition have become outdated. From
Great to Gone shows that what's needed are 'Lego' strategies,
whereby the marketing and communication strategies are built up by
many key facets (like building blocks) and delivered to the
consumer through a mix of various touch points. Most importantly,
you need to leave consumers to put all of that together themselves.
There are major internal and external hurdles to transforming FMCGs
successfully into FICGs - Fast Innovating Consumer Goods. It
requires new brand strategies and flatter, more top-down than
bottom-up, decision-making organisations and a 21st-century model
for advertising agencies. Externally these companies need a new
route to market through transformation of their old retail
dependencies. Changes are also required in all communication
delivery, reflecting modern consumers' connectivity and unlimited
access to information. In the book the authors showcase what the
winners of the 21st century have in common that has enabled them to
become FICGs. New, unimagined models continue emerge, to which,
with the authors' guidance producers and retailers may develop
their own sustainable responses.
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