Consumer goods have become highly fragmented to appeal to a larger audience and require bespoke CPG sales and marketing strategies. This presents a challenge for sales and marketing divisions as they need to prepare for both internal and external competition. This is because a lot of retailers have started expanding by creating in-house brands that create a conflict of interest in CPG marketing and sales strategies. At the same time the retail landscape has moved on from traditional channels like distributors and wholesalers and embraced a multichannel model, where CPG sales leverage e-commerce, convenience stores, supermarkets, and much more.
At HCL we believe companies should adopt a customer-centric approach to CPG marketing that will help them leverage potential opportunities. This involves dividing the audience into segments, and customizing marketing strategies for specific target groups. Some of the important factors affecting CPG sales are brand awareness, low volume packs, pricing, customer engagement, and so on.
At HCL, we believe that success in CPG sales rests on real-time customer, inventory and data views – the components most necessary for constructing a holistic understanding of customer behavior for effective CPG marketing. For this we have created Trade Promotion Effectiveness Analyzers, a solution which helps CPG entities acquire full visibility of CPG marketing strategies and coordinate trade activities across the organization. It also assists in gauging effectiveness of promotions, aligning in-store promotions to customer segments, understanding trade investments and ROI, and so on to facilitate effective business planning and drive CPG sales.
Retail Execution Optimisation
"Retail Execution" is having the right product, in the right amount, at the right place, at the right price, at the right time. An end-to-end process of data capture from store visits, market survey and shopper insights followed by thorough data analysis (pocket-margin analysis, price sensitivity analysis, loyalty analysis, market basket analysis) results in actionable insights for an effective retail execution.
Trade Promotion Effectiveness