Industries | FMCG
FMCG
FMCG categories and their retail channels are an industry that is fast-moving and accounts for:
- the highest proportion of weekly household spending
- the highest levels of advertising and marketing expenditure
- revenue of major companies that is sometimes more than the GDP of many countries
The competition is cut throat, the risks are high and timelines are short. It is an environment where only the best survive.
The marketers and their agencies strive for innovation, cut through and growth. They thrive on the adrenalin generated by the constant competition and need to make every initiative a winner.
Success in FMCG is ultimately dependent upon intimate knowledge of the consumers needs at every touch point of the brand and its product range.
Products are:
- highly accessible,
- low risk
- and generally purchased at high frequency.
Most categories are:
- mature,
- segmented
- and operate on low margins.
Success or failure in FMCG often depends upon the quality of the market research supplier and therefore many companies believe that the supplier they choose provides a strategic advantage in the market.
Colmar Brunton has emerged as one of the most sought-after research companies in the FMCG sector. We are the only company to invest in dedicated central location facilities across Australia and we provide a full range of customised quantitative, qualitative, sensory and field services.
Our experience in FMCG is extensive with over 5000 ad-hoc and tracking projects in the last five years. We have worked with the leading brands in virtually every category and we have a strong track record of bringing successful new products to the market.
Our staff are ultimately the most important component of our service.
We have developed a strong team with experience and skills that include:
- marketing,
- food technology,
- nutrition,
- statistics,
- retail psychology
- and the social sciences.
We believe that a multi disciplined research team is better equipped to understand the consumer and the client's needs.
We have developed a system of research which dovetails with the marketing cycles in FMCG companies.
- It starts with the identifying of consumer insights through both broad category studies and future focussed brand workshops.
- Concepts are developed and tested for potential packaging prior to the issue of R&D and communication briefs.
- Evaluations are conducted using sensitive multi-dimensional scaling techniques and outputs are converted to volumetric predictions using choice models or normative data tools.
- Both Colmar Brunton and client benchmarks can be incorporated into a gate based system (Gate 3).
Colmar Brunton is a world leader in the FMCG sector and has evolved systems and processes to which facilitate the conversion of consumer needs into consumer products. We thrive on the same adrenalin as our clients and take pride in their successes in the marketplace.
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