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.