CPG Best Practices: Cross-functional Best-of-Breed Marketing Techniques
NovaLex team members have experience across a diverse set of marketing disciplines. The discriminating application of these, in a CPG context, can result in competitive advantage for CPG companies – a new set of CPG best practices.
Experience with top CPG firms to online marketing to retail disciplines, such as private label branding strategy, gives the NovaLex team a unique perspective on achieving the fullest development of a CPG brand jointly in the retail and consumer spaces. Examples of effective cross-pollenization of expertise are summarized below:
|Cross-Pollenization of Marketing Disciplines to Impact CPG|
|Discipline||Branding / Lifestyle Marketing||Direct Marketing||B2B Marketing||Technology Marketing||CPG||Retail|
|Best Practice / Technique||Use of deep consumer insights to integrate the brand into consumers’ lifestyle activities||Online and eMarketing capability||Effective targeting and more robust messaging to retail decision-makers||Robust strategic pricing discipline from the most complex of pricing categories – entirely new category / product introductions||Understanding and maintenance of proven tenets of CPG marketing||Shopper marketing insights and techniques; private label branding for margin growth|
|CPG Benefit||Greater brand clarity and affinity; brand enhanced with more emotional connection resulting in top-of-mind awareness and higher position in consumers’ consideration set||More consumer touch points; impressions; extended consumer loyalty programs; feedback for future product development and refinement||More effective trade promotions, channel management and rationalization of coop-marketing programs that preserve the power of the CPG brand, not just the retail brand||Robust, demand-based pricing discipline that can be regionally tailored while rationalizing overall price strategy||Recognition and preservation of essential, proven CPG tenets and strategic imperatives||Help with strategy to leverage premium position versus private labels|