Stefano Mastroviti

A few days ago, I posted "FMCG Sales and Marketing Basics" and under this topic listed out 10 important interrelated basic point. Among these, some followers were asked to post a brief description on the topic of "Retail Execution." Retail execution in the Fast-Moving Consumer Goods (FMCG) sector refers to the comprehensive set of activities and strategies implemented to ensure that products are optimally presented and available in retail stores. This process is crucial for driving sales, enhancing the customer experience, and maintaining brand consistency. Below are key aspects of retail execution in FMCG: 1. Shelf Management - Ensuring optimal product placement on shelves. - Implementing planograms to maximize visibility and accessibility. - Regularly rotating stock to ensure freshness. 2. Product Placement - Strategically positioning products to attract customer attention. - Utilizing eye-level and end-cap displays to boost sales. - Differentiating placement for new launches versus established products. 3. Promotional Displays - Designing and setting up attractive in-store displays. - Coordinating promotional events and seasonal campaigns. - Monitoring and maintaining the condition of displays. 4. Inventory Management - Maintaining appropriate stock levels to prevent out-of-stock situations. - Using data analytics to forecast demand and adjust orders. 5. Compliance Checks - Ensuring adherence to retailer agreements and promotional guidelines. - Conducting regular store audits to verify compliance. - Addressing any deviations promptly to maintain standards. 6. Sales Data Analysis - Collecting and analyzing sales data to identify trends. - Using insights to inform restocking and promotional strategies. - Adjusting execution tactics based on performance metrics. 7. Merchandising Strategies - Developing effective merchandising plans tailored to target markets. - Training store staff on product knowledge and display techniques. - Implementing seasonal and thematic merchandising. 8. Customer Engagement - Enhancing in-store experience through interactive displays and demonstrations. - Collecting customer feedback to refine execution strategies. - Utilizing loyalty programs and in-store promotions to drive repeat purchases. 9. Technology Integration - Leveraging technology for real-time inventory tracking and replenishment. - Using mobile apps and digital tools for field sales and merchandising. 10. Collaboration with Retailers - Building strong relationships with retail partners. - Aligning goals and strategies for mutual benefit.

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It's been two months since I shifted to a field sales roles and it's been an immersive experience engaging with numerous retailers daily, gaining valuable insights into market dynamics. Recognizing the significance of data-driven decisions in achieving our set KPIs, I embarked on reinvigorating my data analysis journey. With the guidance of Zain Ul Hassan, I've delved back into this realm with renewed passion. Sharing a glimpse of the dashboard I crafted using an e-commerce company's dataset. This dashboard offers a comprehensive view of KPIs, powered by segment analysis, sales, profit, and region-wise distribution. It's a rudimentary yet effective dashboard created on MS Excel, leveraging slicers and pivot charts to present actionable insights.

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The Key Sucess Factors Elements of FMCG: The success of Fast-Moving Consumer Goods (FMCG) companies often hinges on a combination of factors: 1. Strong Brand Presence: Building and maintaining a strong, recognizable brand is crucial. Consumers tend to trust and repeatedly purchase from brands they recognize and perceive as high-quality. 2. Efficient Supply Chain Management: A robust and efficient supply chain ensures that products are available on shelves when and where consumers want them. This involves managing inventory, logistics, and distribution networks effectively. 3. Consumer Insights & Market Research: Understanding consumer behavior, preferences, and trends through continuous market research allows FMCG companies to tailor their products and marketing strategies to meet consumer needs. 4. Innovation & Product Development: Constant innovation in product offerings, including new flavors, packaging, and sizes, keeps the product line fresh and appealing to consumers. This also includes adapting to health trends, sustainability, and convenience. 5. Effective Marketing & Advertising: Aggressive and targeted marketing campaigns, both traditional and digital, help in maintaining top-of-mind awareness and driving sales. Promotions, discounts, and loyalty programs also play a significant role. 6. Pricing Strategy: Competitive and strategic pricing ensures that products are accessible to a broad consumer base while maintaining profitability. This includes understanding the price elasticity of demand for different products. 7. Retail & Distribution Networks: Establishing strong relationships with retailers and ensuring wide distribution coverage, including both urban and rural areas, maximizes product availability and visibility. 8. Adaptability and Agility: The ability to quickly adapt to changing market conditions, consumer preferences, and external factors like economic shifts or regulatory changes is crucial for long-term success. These elements combined create a sustainable competitive advantage for FMCG companies, enabling them to thrive in a highly competitive and dynamic market.

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As we celebrate World Vape Day today, we at BAT are calling for the implementation of smarter regulation for smokeless alternatives to build a Smokeless World. To leverage the public health potential offered by these alternative products, appropriate and sustainable regulations need to be enforced to encourage adult smokers to switch. Yet, within our Region, we are seeing a number of attempts to place an outright ban on these important product categories, which are leading to negative, unintended consequences such as rise in black market products. This needs to change. During my recent visit to Uzbekistan, I had the opportunity to speak about the importance of regulating, not banning, the smokeless alternatives to capitalise on the harm reduction potential of these products. If you're interested, you can read the interview here by translating the page to English: https://bit.ly/4bFAd8Q We will continue to play our part in building a Smokeless World – innovating and offering our adult consumers with a range of smokeless alternatives backed by science and quality. Together, we believe we can build A Better Tomorrow. #WorldVapeDay #SmokelessWorld #vapingproducts #Regulations #WNTD 

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At the forefront of technology, we’re developing #smokefree alternatives to help end cigarette sales. Let’s look at real world successes such as Japan and Sweden who have seen pronounced declines in cigarette sales in recent years. Together, we can #RethinkDisruption and accelerate our journey towards a smoke-free future.

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Physical Evidence Strategy : In FMCG Context In the Fast-Moving Consumer Goods (FMCG) industry, a well-crafted physical evidence strategy plays a vital role in shaping consumer perceptions, building brand trust, and enhancing the overall customer experience. Physical evidence encompasses all the tangible elements that consumers encounter when interacting with a brand. Here are key components of a physical evidence strategy in FMCG: 1. Packaging - Design and Aesthetics: Attractive, eye-catching packaging that reflects the brand's identity and appeals to the target market. - Functionality: Packaging that is easy to use, store, and transport, ensuring convenience for the consumer. - Information: Clear and informative labeling that provides necessary product details, usage instructions, and nutritional information. 2. Retail Environment - Store Layout and Design: Creating an inviting and easy-to-navigate store environment that enhances the shopping experience. - Point of Sale (POS) Displays: Strategically placed displays that highlight key products, promotions, and new arrivals to capture consumer attention. - Brand Presence: Consistent branding elements such as logos, colors, and slogans throughout the retail space to reinforce brand recognition. 3. Product Presentation - Shelf Placement: Ensuring products are placed at eye level and in high-traffic areas to maximize visibility and accessibility. - Stock Availability: Keeping shelves well-stocked and organized to prevent out-of-stock situations and enhance the shopping experience. 4. Promotional Materials - In-store Signage: Using signs, banners, and posters to communicate promotions, product benefits, and brand messages. - Brochures and Leaflets: Providing informative materials that educate consumers about the product and its uses. 5. Customer Service Environment - Employee Appearance: Ensuring that staff members present a professional and approachable appearance, as they are a direct reflection of the brand. - Service Areas: Keeping customer service counters clean, organized, and efficiently managed to facilitate a positive interaction. 6. Brand Ambassadors and Influencers: - Endorsements and Partnerships: Collaborating with influencers and brand ambassadors to create authentic, tangible connections with the audience. - Events and Experiences: Organizing events or pop-up stores where consumers can physically interact with the brand and products. 7. Customer Feedback and Reviews - Visible Reviews: Showcasing customer reviews and testimonials in-store and online to build trust and provide social proof of product quality. - Interactive Displays: Incorporating digital kiosks or tablets where customers can leave feedback or read reviews. By focusing on these elements, FMCG companies can effectively enhance their physical evidence strategy, thereby creating a stronger brand presence and a more compelling consumer experience.

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Strengthen FMCG Sales Teams with Effective Delegation! In FMCG sales, balancing command and control with delegation can drive both team growth and performance. 💡 Why Delegate? Develop team skills and confidence Focus on big-picture strategies Empower team members and prevent burnout 📝 Tips for Effective Delegation: Choose the right person for the task Train, guide, and check in—without micromanaging Provide feedback to support growth Delegation isn't about losing control—it’s about multiplying impact. Focus on what matters most and watch your team thrive

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Marketing in FMCG: Marketing in the Fast-Moving Consumer Goods (FMCG) sector requires a blend of traditional and modern skills due to the dynamic nature of consumer behavior and market competition. Here are key skills and strategies: 1. Brand Management - Brand Positioning: Developing a unique value proposition that differentiates the brand from competitors. - Brand Equity Building: Maintaining and enhancing the brand's reputation and perceived value. 2. Consumer Insight and Market Research - Market Analysis: Understanding market trends, consumer behavior, and competitive landscape. - Consumer Segmentation: Identifying and targeting specific consumer segments with tailored marketing strategies. 3. Product Development and Innovation - New Product Development (NPD): Innovating and launching new products that meet consumer needs. - Product Lifecycle Management: Managing products from introduction to growth, maturity, and decline stages. 4.Sales and Distribution Strategy - Channel Managemen: Effectively managing relationships with distributors, retailers, and other sales channels. - Retail Execution: Ensuring product availability, visibility, and promotion at the point of sale. 5 Promotions and Advertising - Integrated Marketing Communications (IMC): Coordinating promotional activities across multiple channels to deliver a consistent message. - Campaign Management: Planning, executing, and measuring marketing campaigns to achieve specific objectives. 6. Data Analytics - Customer Data Analysis: Using data to understand customer preferences, predict trends, and make informed decisions. - Performance Metrics: Tracking key performance indicators (KPIs) to measure the effectiveness of marketing activities. 7. Pricing Strategy - Competitive Pricing: Setting prices based on market conditions, competitor pricing, and consumer demand. - Promotional Pricing: Using discounts, offers, and promotions to drive sales and increase market share. 8. Sustainability and Ethical Marketing - Sustainable Practices: Incorporating eco-friendly and ethical practices into the marketing strategy to meet consumer expectations. - Corporate Social Responsibility (CSR): Communicating the brand's commitment to social and environmental causes. 9. Customer Relationship Management (CRM) - Loyalty Programs: Developing programs to retain customers and encourage repeat purchases. - Customer Engagement: Building and maintaining strong relationships with customers through personalized interactions and excellent service. Developing these skills and effectively integrating them into a cohesive marketing strategy can significantly enhance the performance and competitiveness of FMCG brands in the market.

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In a dynamic workplace, several skills are essential: Adaptability: Ability to quickly adjust to new situations and challenges. Collaboration: Working effectively with diverse teams to achieve common goals. Problem-solving: Identifying issues and developing innovative solutions. Communication: Clear and effective exchange of ideas and information. Given your experience in FMCG sales and marketing, these skills can help you thrive in dynamic environments. Are there specific areas you want to focus on improving?

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Focus and Attention to Detail in FMCG Sales Focus refers to the ability to concentrate on specific goals, tasks, or priorities without distractions, ensuring efficient and effective execution in the sales process. Attention to detail is the ability to notice and act upon the finer aspects of a task or situation, ensuring accuracy and thoroughness in sales operations, from product presentation to execution of strategies. I. Importance in FMCG Sales 1. Ensures Accurate Execution Proper stock replenishment, adherence to planograms, and placement of promotional materials rely on keen attention to detail. 2. Builds Stronger Retail Relationships Focused communication ensures retailers' needs and concerns are addressed effectively. 3. Drives Competitive Advantage Spotting small opportunities Eg. (Unused shelf space or competitive gaps) can create significant advantages. 4. Enhances Customer Experience Detailed attention ensures accurate pricing, availability, and proper promotional alignment, leading to better customer satisfaction. 5. Improves Decision-Making Staying focused helps sales reps analyze trends and provide actionable insights for targeted growth. II. Application of Focus & Attention to Details 1. Merchandising Execution Ensuring that products are placed correctly according to planograms to maximize visibility and sales. 2. Promotional Campaigns Accurate implementation of discounts, offers, and in-store promotions. 3. Inventory Management Tracking stock levels, expiry dates, and reorder points to avoid stockouts or wastage. 4. Retailer Communication Engaging with retailers to understand specific needs, challenges, or opportunities for mutual growth. 5. Competitor Monitoring Observing competitors’ product placements, promotions, and activities to adapt strategies. 6. Data Analysis Using precise sales data to forecast demand, identify growth opportunities, and recommend improvements. III. Point of Difference from Others 1. Proactive Problem-Solving Sales reps with focus and attention to detail anticipate issues Eg. stockouts or incorrect pricing) before they escalate. 2. Better Retailer Relationships Providing personalized solutions based on detailed understanding sets a company apart from competitors. 3. Higher Sales Efficiency While others may overlook small factors like shelf placement or local preferences, a focused approach ensures that all aspects contribute to sales. 4. Enhanced Brand Perception Attention to detail in product presentation and promotional activities fosters trust and loyalty among customers and retailers. In the competitive FMCG landscape, focus and attention to detail are critical for driving sales and maintaining operational excellence. These qualities ensure accurate execution, build strong retailer relationships, and enhance brand credibility.

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People Strategy: In FMCG Context People strategy in the Fast-Moving Consumer Goods (FMCG) industry is crucial due to the sector's highly competitive and dynamic nature. Here's a breakdown of key elements involved in a robust people strategy for FMCG companies: 1. Talent Acquisition and Retention - Employer Branding: Positioning the company as an employer of choice to attract top talent. - Diverse Recruitment Channels: Utilizing various platforms and partnerships to find the best candidates. - Retention Programs: Implementing initiatives like career development, mentorship programs, and employee engagement activities to retain talent. 2. Training and Development - Onboarding Programs: Structured onboarding to acclimate new hires quickly. - Continuous Learning: Providing ongoing training opportunities to upskill employees and keep them updated with industry trends. - Leadership Development: Identifying and nurturing potential leaders through specialized programs. 3. Performance Management - Clear KPIs: Establishing clear performance metrics aligned with business goals. - Regular Feedback: Implementing regular performance reviews and feedback mechanisms. - Incentive Systems: Offering performance-based incentives to motivate employees. 4. Employee Engagement and Culture - Employee Well-being: Prioritizing mental and physical health through wellness programs. - Inclusive Culture: Fostering a diverse and inclusive workplace where all employees feel valued. - Recognition Programs: Recognizing and rewarding employee contributions and achievements. 5. Workforce Planning and Flexibility - Strategic Workforce Planning: Anticipating future talent needs and planning accordingly. - Agile Workforce: Encouraging flexibility in roles and responsibilities to quickly adapt to market changes. - Technology Integration: Leveraging technology for efficient workforce management. 6. Compensation and Benefits - Competitive Pay: Ensuring compensation packages are competitive within the industry. - Comprehensive Benefits: Offering a range of benefits including health insurance, retirement plans, and other perks. 7. Employee Relations and Communication - Open Communication Channels: Facilitating open and transparent communication between management and employees. - Conflict Resolution: Implementing mechanisms to address and resolve workplace conflicts effectively. - Employee Feedback: Regularly soliciting and acting on employee feedback to improve the work environment. 8. Succession Planning - Identifying Key Roles: Recognizing critical positions and ensuring there are qualified candidates ready to step in. - Development Plans: Creating tailored development plans for potential successors. By focusing on these areas, FMCG companies can build a resilient, engaged, and high-performing workforce capable of driving business success.

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One more #billboard positioned in Fantastico Group / Фантастико Груп is the best decision! #marketing #branddevelopment #branding #brandidentity #brandgrowth #brandengagement #fmcg #fmcgproducts #fmcgmarketing #fmcgindustry #b2bmarketing #b2b

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How Sales Schemes Transform Brands into Consumer Magnets ? In the fast-paced world of consumer goods, brands constantly battle for attention, loyalty, and market share. One of the most powerful weapons in their arsenal? Sales schemes. These well-crafted strategies not only drive sales but also create memorable consumer experiences, fostering long-term relationships and pulling customers closer.

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By working together to build strong, collaborative partnerships, brands and retailers such as UCB Stores (United Convenience Buyers) can reach new audiences and boost sales. Red Bull and UCB Stores (United Convenience Buyers) are just two weeks into our latest UCB #Speed2Shelf, bringing UCB Members and shoppers #RESEALABLEWIIINGS faster than ever. With initial distribution now #winging its way towards 1,400 sites across City and Country Australia. A special #UCB thanks to the Red Bull team of Todd Eyre, David Kehoe & Sam Mostapha for supporting UCB Stores (United Convenience Buyers) and Narelle Rentoul and Andrew Johnson from The Distributors team, for helping turbo charge UCB Stores (United Convenience Buyers) #Speed2Shelf. With UCB Stores (United Convenience Buyers) #Speed2Shelf, getting great brands and packs to UCB member stores fast - is #asezyasUCB. #improvingstores #speed2shelf #RESEALABLEWIIINGS #australia #convenience #members #unitedconveniencebuyers #collaboration #creatingvalue #asezyasUCB

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In FMCG sales, true success lies in understanding and aligning with customers' specific needs. The SPIN Selling approach provides a structured way to achieve this by focusing on uncovering insights that allow us to create solutions tailored to customer challenges and objectives. Through SPIN, we analyze the customer’s current situation, identify key issues, assess the implications of these issues, and determine how our solutions can offer measurable benefits. This isn’t about pushing features; it’s about delivering real value that resonates with customers' needs and expectations. By prioritizing customer understanding and relevance, SPIN Selling enables us to foster stronger relationships and achieve more strategic, impactful sales outcomes. #SPINSelling #FMCG #CustomerFocus #ValueCreation #SalesExcellence #CustomerNeeds #StrategicSelling

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As marketers, we tend to forget whom or what we work for. Undoubtedly it's the consumers' belief in the product that we are selling. And this belief is driven by product quality (Of Course) and the emotional connection a consumer has with the product. Most of the time, this connection remained in the consumer's subconscious and never got exposed before some radical change happened in the product/brand communication. Let's all be careful how we handle our precious consumers. We marketers are nothing without them.

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Just finished Maximizing Your Market Research: Strategies for Success! Check it out: https://lnkd.in/d4jmkZY8 #marketresearch #marketingstrategy

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There has been a significant surge in the demand for functional beverages, with impressive growth figures reported in recent years. According to NielsenIQ, the functional beverages sector witnessed a remarkable 54% increase to $9.2 billion from March 2020 to March 2024, surpassing the overall non-alcoholic category growth of 43%. It's worth noting that all these functional brands are also categorized in the non-alcoholic sector. The emphasis here is that functionality is not merely an attribute, especially when the structure function crushes any "snake oil" pitch. Apologies, but there is a limited number of consumers actively seeking functionality when browsing the beverage cooler. People are primarily thirsty, not necessarily looking to "dream" or get "beautiful" through their beverages.

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