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Consumer Pull
Brand Loyalty is now a fairly rare phenomenon
Now focus much more on value and, in particular, availability.
For FMCG marketing people the big question now is : What do we have to do to
convince the retailer to give us presence on the shelf?
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competing in
business-to-business markets
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Consolidate position
...Roadmap to Excellence
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Ford
Conoco
Wal-Mart
Chevron
IBM
Exxon
GE
Citi1
AIG1
94%
93%
90%
90%
88%
77%
75%
63%
0%
0%
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Questions?
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