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Chapter
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1
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Introduction
The
changing nature of FMCG. The rise of retailer power. The
selling wars - a zero-sum game? |
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2
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What
is Meant by FMCG Selling?
Category
management. Category captains. Slotting allowances and other
payments. Do slotting allowances lead to better-selling
products? |
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3
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The
Evolution of
FMCG Selling
Procter
& Gamble - the great innovator. The invention of brand management.
The 1980s - brand equity. The 1990s - brands in crisis?
The brand backlash. |
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4
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The
E-Dimension
Scanner
marketing. The challenge of "data mining." Scanners
- deathwish marketing? The individual store as a brand?
Coming soon - RFID tags.
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5
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The
Global Dimension
Western
consolidation in retail. Is the Euro deflationary for FMCG?
Lookalike products - attacking brands. Best practice - private
labels versus leading brands.
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6
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The State of the Art
The
trouble with trade promotions. Managing shelf space better.
What kinds of promotions do retailers really want?
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7
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In
Practice - FMCG Selling Success Stories
The
Red Bull generation. FMCG in east Asia. Carbonated soft
drinks (CSD) in the US - Coke and Pepsi. |
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8
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Key Concepts and Thinkers
Glossary. Consumer boycotts. Malicious rumors that won't
die - the P&G logo. Managing boycotts. |
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9
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Resources
Resources. Books. Websites.
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10
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Ten
Steps to Making FMCG Selling Work
Key
opportunities and issues in FMCG selling.
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