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New Product Launches Need More Than a Sales Forecast
In FMCG, new product development is often treated as a race to launch. Teams focus on concept approval, packaging, retailer presentations, promotional plans and projected sales volumes. But once the product is approved and the launch begins, many suppliers lose visibility at the exact moment they need it most. That is where launches start to […]
Why New Products Fail Before They Even Hit the Shelf
In FMCG, product failure is often blamed on the product itself. In reality, many new launches underperform long before shoppers make their choice. The problem is usually not taste, quality or packaging. It is poor ranging, weak demographic alignment and demand forecasts built on optimism instead of evidence. Too many launches still follow the same […]
Measuring What Matters for SA FMCG Brands
Most FMCG dashboards look healthy. The problem? South African growth doesn’t live in national averages. It lives in regions, retailers, stores, channels, and often, at SKU level. If your KPIs are built off global templates or “one-size-fits-all” scorecards, they can create false confidence: performance appears solid, while execution gaps and market risk quietly expand underneath. […]
Black Friday: Then & Now -What It Means for South African Suppliers
Black Friday began as a US retail phenomenon. “Black” referred to the day retailers moved from “in the red” (losses) to “in the black” (profit) as post-Thanksgiving crowds swelled. By the late 2000s, the event had migrated online and global. In South Africa, Black Friday gained real traction from around 2012 as e-commerce and major […]
The Last Chance in 2025: Use the Promo Period to Win Share
As we enter the final stretch of the 2025 calendar, suppliers face a powerful yet pressurised window — Black Friday (now effectively a month-long event) and the December festive period. The opportunity is huge, but so is the risk. Success depends on disciplined planning based on real demand and careful execution to avoid costly January […]
All Data Comes from One Place: The Past
Rory Sutherland said it the best: all data comes from one place – and that is the past. Every trend, every customer behaviour, and every sales pattern has its roots in historical data. As much as we speak about forward-looking insights, artificial intelligence, and predictive analytics, it is important to understand that all of these mechanisms […]
Optimising Promotional Reach – The Strategic Role of Ranging and Distribution
Ranging is more than a compliance metric—it is the foundation of market penetration. Inadequate ranging restricts shelf access and limits the number of stores that can support your promotion. Without accurate selling opportunities, the best marketing effort will not translate into performance. Master data management is equally critical. BD-NAV, as an example, conducts a Master […]
The Cost of Missed Opportunities – Why Execution Matters More Than You Think
In promotional planning, the execution phase often gets overshadowed by pre-launch activities. Yet, a well-designed promotion can underperform purely due to poor execution. In a retail environment governed by measurable outcomes, suppliers must be proactive about identifying and removing the operational barriers that affect sales conversion during the promotional window. Connecting OOS, Strike Rate and […]
Planning Promotions with Precision — A Data-Led Approach
In the FMCG environment, successful promotional planning is not about bold claims or mass discounts. It is rooted in data-led decision-making, where the accuracy and relevance of the information determine the efficacy of the promotion. Planning and executing a promotion involves more than generating short-term sales; it must enhance market share, protect margin, and deliver […]