Is this how your customers feel about

your products, promotions

and formats?
 “Then you need our
management report “
“Building Consumer Enthusiasm:
Product, Promotion & Retail Strategies in
FMCG”
Building Consumer Enthusiasm: Your guide to the report

FMCG is one of the most mature markets and, as younger, more

Value growth in FMCG
dynamic sectors such as leisure, entertainment and travel come to
comparative to other sectors
the fore, it has begun to lose share of private expenditure.
% value growth
0.0% 2.0% 4.0% 6.0% 8.0%
FMCG manufacturers and retailers therefore need to generate
Average growth
Food = 5.0%
enthusiasm for their offerings so that they can compete on an
even playing field for 'share of wallet'. Building Consumer
Drink &
Tobacco

Clothing
& Shoes
Rent, heating
lighting
Enthusiasm: Product, Promotion and Retail Strategies in FMCG
Furniture/house-
hold equipment
has been designed to provide such companies with the tools they
need to rejuvenate not only their own brands and services, but
Health
Transport/
communication the sector as a whole.
Education
& leisure

0.0% 2.0% 4.0% 6.0% 8.0%

% value growth
“FMCG are losing ‘share of wallet’. ECR has helped to
improve profitability, but aggresive revenue initiatives
are now also needed. If FMCG companies can make
consumers more enthusiastic about their products,
the sector could be revolutionised”
“Building Consumer Enthusiasm:
Product, Promotion and Retail Strategies in FMCG”
Business Insights
Many manufacturers and analysts now believe that people have
lost pleasure in making purchases and in consuming. If this is the
case and expenditure has become a purely functional process,
there is the potential for companies across the manufacture
and supply chain to reinstall pleasure into the purchasing process.
Building Consumer Enthusiasm: Product, Promotion and Retail
Strategies in FMCG looks at the tools available to manufacturers
to achieve this goal and indicates the best practices in stimulating
consumer enthusiasm.

Structure and scope

The 4 stages of defining, building Overview of consumer enthusiasm generation theory - a

and implementing consumer enthusiasm guide to all of the key theories that underpin the current drive
towards consumer enthusiasm generation, in addition to new
strategies outlined by our team of business analysts.
Stages 2 and 3
Stage 1 Stages 2 and 3 Stage 4

Groundbreaking consumer segmentation theories - analysis

• Process
• Consumer
research
• Differenc-
iation
• Desire
creation
manage- of the new approaches to consumer base segmentation and
ment
• Forward
planning
• Trend
creation
• Personali-
sation
•Consumer customer needs definition, focusing on best practices and
integration
cost-effective methods of specific targeting.
Measu- Product strategy Impleme-
rement and marketing
Stages 2 and 3 ntation
Trend creation in the FMCG sector - a review of the
methodologies being used by FMCG operatives to sustain
consumer enthusiasm about their products and services and to
“Consumer enthusiasm can best be generated if create sustainable, high revenue positionings.
companies go beyond simply creating products for
specific groups of potential customers and start
engineering whole consumer trends and fashions.”
Implementation and store layout strategies - an assessment
of how manufacturers and retailers can alter retail formats to
“Building Consumer Enthusiasm: increase the degree of pleasure consumers feel from the
Product, Promotion and Retail Strategies in FMCG”
shopping experience.
Business Insights
Shifting industry dynamics

Key processes and structures in Building Consumer Enthusiasm: Product, Promotion and
consumer enthusiasm generation theory Retail Strategies in FMCG provides you with a comprehensive
review of existing theories, as well as developing new means of
looking at the whole issue of consumer enthusiasm generation.
Product Consumer research
development NPD

Category management
Store
Store management
layout

• Why are the FMCG sectors still losing share of private

Customer service
CEG
Above-the-line

Promotions
Store advertising

On-pack promotions
expenditure in spite of the initiatives of the 1990s?
ECR
In-store promotions

Consumer promotions

Store order management

• How can companies build integrated strategies to generate
Customer order management

Logistics Material procurement

massive enthusiasm about their products amongst target
Product storage

Product delivery
consumers?
Inventory
management

• How can a new brand's novelty value be turned

“Many of the process strategies that consumer into sustainable and lucrative consumer enthusiasm?
enthusiasm generation theory advocates are
closely related to ECR.”
• How can manufacturers and retailers build on ECR
“Building Consumer Enthusiasm: partnerships to build consumer enthusiasm?
Product, Promotion and Retail Strategies in FMCG”
Business Insights
• How can retail formats be redesigned in order to support
consumer enthusiasm generation initiatives?

Key features

Key stages in consumer enthusiasm • Analysis of private expenditure by sector: quantification of

customer segmentation strategies FMCG's 'share of wallet' relative to other sectors to identify
the scale of the threat which it currently faces and the level
of opportunity it could realise if consumer enthusiasm
Traditional segmentations The CEG advance strategies are put in place.
1) Consumer 2) Consumer 3) Consumer
status action mentality
• Analysis of all key consumer enthusiasm theories: the
• Where they live • Product choice • Values
definitive guide to existing consumer enthusiasm generation
• Age • Price levels • Attitudes

• Sex • Frequency of • Interests theories coupled with new, original strategies.

purchase
• Family size • Knowledge

• Income
“The key to the new customer segmentation strategies
that are coming from consumer enthusiasm theory is
understanding consumers’ emotional needs as well as
their financial requirements.”
“Building Consumer Enthusiasm:
Product, Promotion and Retail Strategies in FMCG”
Business Insights
• Motivations
• Industry opinion survey: results of an opinion survey of over
700 key marketing and brand managers in the FMCG sector,
indicating which consumer enthusiasm strategies are likely to
be the most successful in their markets and categories over
the course of the next five years.
• Case studies: detailed profiles of brands that have been
successful in creating consumer enthusiasm.
 Table of Contents (abridged)
CHAPTER 1 EXECUTIVE SUMMARY
Introduction to revenue growth strategies
• Measuring the consumer base
• Innovative strategies in consumer enthusiasm
• Retailer activities in consumer enthusiasm
CHAPTER 2 INTRODUCTION TO REVENUE
GROWTH STRATEGIES
Why are new approaches to revenue growth need-
ed?
FMCG recovery strategies in low growth
environments
• Introduction: the birth of FMCG rejuvenation strategies
• Phase One: ECR - the initial response to the decline of
FMCG
• Phase Two: Consumer Enthusiasm - a shift to revenue
growth promotion
• The evolution of demand for added value in the food
sector
• Beyond ECR into revenue growth initiatives
• Phase Three: Implementation of consumer enthusiasm
generation theory
CHAPTER 3 MEASURING THE CONSUMER BASE
• Mechanisms of analysing the consumer base
• Turning knowledge into usable consumer
segmentation
CHAPTER 4 STRATEGIES IN CONSUMER
ENTHUSIASM GENERATION
Key innovative strategies in consumer enthusiasm
• New product development and consumer enthusiasm
• Branding & marketing and consumer enthusiasm
• Changing consumption habits and consumer enthusiasm
New product development and consumer enthusiasm
• Case study: Airwaves, Ice White and the UK chewing
gum category
• Case study: Sunny Delight and the UK soft drinks
market
• Case study: Red Bull and the global soft drinks market
Branding & marketing and consumer enthusiasm
• Case study: Tommy Hilfiger and the global fragrances
market
Changing consumption habits and consumer
enthusiasm
• New occasions: workplace water coolers
• New health benefits: nutraceuticals
• New convenience/service: home meal replacement
CHAPTER 5 RETAILER ACTIVITY IN CONSUMER
ENTHUSIASM GENERATION
Retailer roles in the consumer enthusiasm model
Retailing in the 'share of wallet' context
Strategies in the retail sector
Outlet accessibility and consumer enthusiasm
• Rural convenience stores
• Inner-city/suburban convenience stores
• Petrol station forecourt stores
Retailtainment and consumer enthusiasm
Store design and consumer enthusiasm
• Signing
• Product grouping strategies in consumer enthusiasm
generation
"Stores-within-stores" and consumer enthusiasm
• Lipton Teahouse, Pasadena, California
The 'World of Coca-Cola'
In-store technology and consumer enthusiasm
• In-store technology - informing and entertaining the
consumer
• In-store technology - personalising product offerings
CHAPTER 6 SURVEY RESULTS AND
CONCLUSIONS
Future strategies in new product development
• Alcoholic drinks
• Non-alcoholic drinks
• Food
• Cosmetics and toiletries
Future strategies in marketing alcoholic drinks, non-
alcoholic drinks, food and cosmetics and toiletries
TV, cinema and Internet marketing
Printed marketing
PoS and event sponsorship
Future strategies in retailing: alcoholic drinks, non-
alcoholic drinks, food and cosmetics and toiletries
 FAX BACK TO +44 20 7675 7533

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