Fred Schroeder, president, Adesso Solutions, offers realistic tips for small to mid-sized consumer goods manufacturers who want to conquer the seemingly impossible task of achieving trade promotion effectiveness.
The very basis of competitive advantage in the consumer goods industry is shifting. The next wave of breakout winners are building and leveraging capabilities rooted in analytics and actionable insights.
The iconic, 150+ year-old brand showcases its "redressed" package in stores and on the runway; taps Eight O'Clock Coffee enthusiasts to spread the word by "spotting the red bag".
Oscar Mayer brand launches its first-ever Wienermobile Run program, giving fans unprecedented access to the most popular and longest running mobile marketing tour in America.
Celebrity chef, Vintner and specialty foods pioneer Michael Chiarello and Americas cookie queen Debbi Fields, with branding expert Chris Cornyn serve as mentors for aspiring home chefs competing to win product placement on supermarket shelves nationwide.
