Africa’s vast potential is the stuff of investors’ dreams, but capitalizing on that opportunity is less about identifying or quantifying prospects and more about execution stemming from knowledge, insights and data to enable on-the-ground success.
Spend more than a few minutes in a conversation with someone in the CPG industry and you’ll almost inevitably find yourself discussing the spiraling cost of trade promotion. In Europe, decent returns on trade promotion spend are increasingly hard to generate. So how can we turn things around?
We’ve just completed a year of transformation in the retail industry, and looking at 2015, it looks like change will remain constant. But change brings opportunity, even within the familiar. Where to begin? Look to the shelf.
The problem with brand value is simple: no one agrees on it. The GE brand value, for example, in 2011, was variously estimated to be worth $30.5B, $42.8B, and $50.3B by different valuation services. So if valuations vary so wildly, how can CMOs and CFOs begin to understand the value they deliver with their marketing spending?