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FMCG companies need to re-examine channel roles and structures

Michael Wood

02/09/2014 - 13:50

Guest blog by Sane Mdlalose, associate consultant at Aperio, a business consulting company focused on accelerating growth of FMCG brands in South Africa and Sub-Saharan Africa. 

Channel marketing has evolved substantially since the 1990s as FMCG companies have realised the importance of enhanced shopper understanding to drive business growth. If channel marketing is to ensure the strategic agenda of the business is reached and category growth is realized, FMCG companies need to create stronger integrated, cross functional teams. 

In the 1990s most companies were organised according to key account teams and category and sales teams operating independently of each other. This later gave rise to a closer alignment between the category agenda and custo... 

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To Acquire or Not to Acquire in Africa

Michael Wood

11/08/2014 - 14:40

While the opportunities in Africa are immense, entrance into the continent and its many markets can be a complex, frustrating and risky proposition. Gaining a foothold in a country on your own from scratch, increases the risk of failure considerably. ...

Managers from developing markets make better global business leaders

Michael Wood

04/06/2014 - 10:41

“Are you a terrorist or a spy?” I was asked. Intuitively I smiled, maybe I shouldn't have, but I have found a smile can diffuse a situation and honestly I did find the question a little funny. Here I was sitting in a police station somewhere in Africa on the border of two countries, 30 minutes earlier I was arre...

Brand Building Part 3: Creating Value vs. Price

Michael Wood

08/05/2014 - 15:33

Building brands is no easy matter. Brand marketing has never been more challenging, complex and competitive as it is today. This is the final of the series of blogs that outlines the common pitfalls brands make and provides insights on how to go from good to great brand building....

Brand Building Part 2: Tips for writing a sound creative brief

Michael Wood

01/04/2014 - 17:06

Building brands is no easy matter. Brand marketing has never been more challenging, complex and competitive as it is today. This is the second in a series of three blogs that outlines the common pitfalls brands make, and provides insights on how to go from good to great in brand building....

Michael Wood

Michael Wood

Michael Wood

Michael Wood

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