Retail Section: CPGers Need to Link Digitally With Stores First, Then Consumers

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Before consumer packaged goods (CPG) companies can succeed in multichannel engagements with shoppers, they must first develop the capability to collaborate digitally with retailers and distributors. Marketing executives need to consult their colleagues in sales, who better realize that a failure to do so will derail efforts to deliver on consumer expectations.

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FMCG Section: P&G Brand Cull and the 80/20 Rule thro’ Ankit

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Declaring he’d cull up to 100 brands — many of which he’d acquired and developed — P&G CEO A.G. Lafley launches a “game changer” profoundly different than what he championed in his eponymous 2008 bestseller.

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FMCG Section: Check Out Pepsi’s Drink-Customization Machine

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Inside, each of the three versions of Pepsi Spire—the largest of which allows consumers to customize drinks in up to 1,000 ways—are displayed alongside prototypes for new vending machines and coolers. There is the social-vending machine that allows people to gift each other beverages.

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Marketing Section: P&G’s “Like a Girl” video goes viral

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Procter & Gamble’s Always brand of feminine personal-care products is generating buzz across Facebook and Twitter for a female-empowerment video ad. The video has been viewed more than 17.6 million times on YouTube and features actors of different ages and sexes interpreting how one does an action “like a girl.

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FMCG Section: Surprises spur demand for subscription retail services

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Online cosmetics retailer Birchbox started a trend in 2010 that’s gained considerable momentum as merchants large and small find value in regular deliveries of samples and curated collections that offer insight into customers’ buying habits and preferences. Subscriptions range from $10 to more than $100, and they’re winning with consumers who enjoy the element of surprise even more than the convenience of home delivery. Subscription boxes give retailers “an opportunity to get [people] interested in a category they weren’t in the first place,” Kantar Retail analyst Amy Koo said.

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FMCG Section: P& G launches the largest consumer engagement in 175 years

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On June 19, 2013, P&G set out to prove the superiority of its products with a freebie bonanza. Through the largest consumer event in the company’s 175 year history (and as part of its new campaign, The Everyday Effect), P&G leveraged the world’s biggest stage — New York City — to demonstrate how P&G products make everyday life better.

More than 40,000 products representing 25 P&G brands were distributed throughout Manhattan at the moments people need them most, including Scope mouthwash for coffee drinkers, Febreze car vent clips for taxis and Iams dog treats for pet lovers.

“We’re making a deliberate effort to demonstrate to consumers how our brands improve their everyday life in small yet meaningful ways,” said Melanie Healey, P&G North America Group president. “Regardless of a person’s unique challenge or need, P&G products provide daily benefits that improve quality of life — whether it’s helping newborns and their parents get a good night’s sleep or getting college students ready for life away from home, or simply getting that boost of confidence because of a clean shave, beautiful skin or a beautiful white smile. By providing innovative solutions to the challenges and needs faced in everyday life, P&G brands can help consumers in so many different but important ways. That’s what we call the P&G ‘Everyday Effect’.”

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