The past few years have presented an unprecedented set of challenges for consumer-packaged-goods (CPG) manufacturers and their customer organizations. Margins have come under pressure from a significant rise in commodity prices. Cash-strapped, value-conscious consumers continue to look for ways to save money, waiting for sales and trading down to lower-priced brands and private label products. Retailers are placing ever-increasing demands on manufacturers to offer greater value and quality to consumers.
As the recession ends and a slow recovery begins to take shape, it is clear that the past few years were challenging for even the most well-equipped and prepared players in the industry. At the same time, the 2010 Customer and Channel Management Survey shows that those leading customer organizations that made the right bets for growth, built better capabilities, and collaborated more effectively with their top retail customers emerged from the storm better and stronger than their peers, with share gains, growth, and margin expansion to show for it.