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Trade & RGM
4 articles
Trade promotion execution in FMCG: the promotion does not work if it does not reach the shelf
A good promotion is not only mechanics and budget. It must be stocked, placed, priced, visible, measured and corrected in time.
Secondary placements in FMCG: why a display has value only when it is executed correctly
Secondary placement is not just an extra display. It is trade investment that needs the right location, period, product, price, photo proof, compliance and measurable impact.
Cold equipment in FMCG: the cooler is a commercial asset, not just equipment
A cooler creates value only when it is in the right place, working, maintaining temperature, filled with the right products and driving sales.
Asset tracking in FMCG: coolers, displays and POSM as measurable commercial assets
Trade assets should not be managed only as inventory. They need location, owner, condition, photo proof, compliance, sales impact and a clear action when something is wrong.