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2/ Story in “measured” channels is super ugly. Large CPG and large retailers (the “measured”) are terrified.
3/ Pricing up and volume down (Exh 1). Think about that. The only reason total sales were up is because companies raised pricing. Huh.....Population is still growing right??
4/ $15b share loss for large CPG to small CPG from 2012-2017.
$15b in share loss.
$15b in share loss.
5/ “Scale no longer serves as primary basis of competition.” That statement, from @BCG, is a big one. People in consumer have believed that for 5-10 years at least, but its now mainstream.
6/ I think @BCG dramatically misses key points about product innovations and focuses way too much on social as reason for success.
7/ Not surprised they didn’t point to the need for more data to evaluate “unmeasured” channels or other vectors of success beyond retail sales. Bummed but not surprised.
