TAILIEUCHUNG - Optimal Sales and Marketing in an FMCG Setting

A pervasive theme in the literature is that user-friendly wine lists are recommended; most guests do not want to spend significant time going through a massive wine menu. A list of as few as 50 extremely well chosen wines is considered more than enough to cover all the bases, even for fine dining restaurants. Current sales trends show that while wine consumption is holding, many customers are trading down a notch. This means that they are looking for value and are less willing to make selections at super- premium price points or suffer onerous mark-ups. . | Optimal Sales and Marketing in an FMCG Setting By Sam Dias Director OMD Metrics and Ron Temperley Director Meridian ISE The sales and marketing functions of any commercial entity create enhance and sustain revenue. Demand side management is the responsibility of the sales and marketing departments. The former deals with customers retailers the latter looks after the relationship with consumers end users . Over the years separate analytical techniques have been developed to optimise sales and marketing effectiveness however these techniques have resided in silos. Given that ultimately the source of the individual sales and marketing budgets is one central finance budget a holistic analytical framework that encompasses both disciplines is needed. This article brings together the hitherto distinct disciplines of sales and marketing ROI measurement and addresses how FMCG brands can maximise sales and marketing effectiveness. We begin by presenting a conceptual framework for understanding the sales and marketing functions and their interrelations. A somewhat simplified overview of the key challenge facing FMCG manufacturers when it comes to sales and marketing budget allocation is to find the optimal level of investment across three dimensions Dimension 1 Brands and products - how much to spend on specific brands and products within a portfolio. Dimension 2 Communication channels - given that there is an everincreasing number of channels available TV press direct mail radio etc finding the right combination of channels is increasingly difficult Dimension 3 Customer Segments retailers - developing profitable relationships with retailers and offering them the right incentives is fundamental. However there are usually several retail customers and knowing the optimum investment to make on each is a crucial aspect of resource management. The task at hand can be conceptualized using the budget allocation cube Box 1 . We have illustrated the case with a well known FMCG player.

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