Cracking the Consumer Code
How the Fast Moving Consumer Goods Industry Can Survive and Grow in the Age of Digital Consumerism
(Sprache: Englisch)
Understand the strategies and tools required by the fast moving consumer goods sector to deliver sustainable growth in the age of the digital consumer.
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Understand the strategies and tools required by the fast moving consumer goods sector to deliver sustainable growth in the age of the digital consumer.
Klappentext zu „Cracking the Consumer Code “
Fast moving consumer goods (FMCG) or consumer packaged goods (CPG), are products that are sold quickly at low cost. They include everyday essentials from toothpaste, beer, baked beans and socks to underwear, make-up and razor blades. For consumers, there's a low price point and low emotional connection and for manufacturers, they are low risk and high turnover. But rapidly changing consumer trends, driven by digital, have caused big consumer goods incumbents to virtually stop growing. What's the solution?Cracking the Consumer Code explores the dramatic impact of digital trends and changing buyer behaviours that have sent shockwaves through the consumer goods industry. It identifies the key fault lines: buffeted by innovative start-ups, pioneering insurgent energy and speed, unconventional branding practices, squeezed incomes and subscription services, consumers have abandoned the brand affiliation that they have displayed for decades. The market has been irrevocably changed by organizations that can develop massive market clout on minimal marketing budget, in a short space of time.
Illustrated by a rich array of case studies, this book explores the key competencies that businesses need to find fertile new ground in consumer relationships and survive transformational trends. Cracking the Consumer Code provides a solution for companies to create value and growth in changed markets.
Inhaltsverzeichnis zu „Cracking the Consumer Code “
Chapter - 00: Introduction; Section - ONE: Living Consumerism: Tectonic Shifts in Consumer Habits Change CPG Industry Beyond Recognition; Section - TWO: En Route to a Dynamic New Operating Model in the CPG Industry; Chapter - 01: Piranha Raids Imminent: Who are the Insurgent Attackers, how do they Operate and What can they Teach Incumbents?; Chapter - 02: The Engine that Never Sleeps: What Will the CPG Sector`s Operational Transformation Look Like?; Section - THREE: The Roadmap: How is the Journey to the New Best Being Orchestrated?; Section - FOUR: Beyond the Transformation; Chapter - 03: A Vision - The New Consumer World and a CPG World Built entirely on "Living Businesses"
Autoren-Porträt von John Zealley
John Zealley
Bibliographische Angaben
- Autor: John Zealley
- 2019, 304 Seiten, Gebunden, Englisch
- Verlag: Kogan Page
- ISBN-10: 0749493011
- ISBN-13: 9780749493011
- Erscheinungsdatum: 03.05.2019
Sprache:
Englisch
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