Malaysia's retail landscape is evolving rapidly. The universe of stores and channels are exploding driven by rapid urbanisation, the rise in connectivity and consumers’ increasing demand for convenience. Add the emergence of online grocery shopping into the mix, and pressure is mounting for FMCG manufacturers and distributors to remain competitive. The key to success is to know where exactly to place your product.
Malaysia’s Generation Z is the generation that grew up with the internet for all of their lives. They make up 26% of Malaysia’s population and have unique characteristics that set them apart from the Millenials and Baby Boomers, particularly in the way they consume content and relate to brands.
Has the traditional planning process become obsolete? Many signs within the industry point to “yes.” So in order to succeed today, companies need to move to a new form of adaptive planning that is responsive to continuous market change.
Many FMCG sales teams in emerging markets are lacking in knowledge about the traditional trade landscape. And if you don’t know the where, what and how of your market, how likely is your strategy to be successful?