To truly understand where brand growth comes from, the Symphony Consulting team analyzed data across food, drug and mass channels, excluding Walmart, during the 2007-2011 timeframe. The team also leveraged its consumer panel data to understand how households are buying in these stores. In its recent Executive Briefings, “To Drive Brand Growth in Food and Beverage, Penetration is the Key” and “To Foster Brand Growth in Non-F&B, Penetration is the Key,” the team sought to uncover what factors drove growth in these channels.
KK Davey provides highlights from the report and answers the following questions in the video blog below:
What was the objective of your research?
What were the primary findings?
What are your overall recommendations for the CPG industry?
Based on these findings what are your predictions for 2012?
