FMCG

Not every retail outlet matters equally to an FMCG brand. Two outlets can sit in the same territory, get visits from the same rep, and carry similar categories, and still pull in very different revenue. One does strong repeat business because of heavy footfall, real demand for the category, good ...

An FMCG brand can have a strong product, competitive pricing, and a wide distribution network, yet still struggle to grow if retailers do not keep ordering from it. A retailer may start with a few products, place regular orders for several months, and then slowly reduce purchases. Sometimes th...

For an FMCG business, having products in stock is only part of the job. Those products also need to move at the right speed. A distributor carrying too much stock may have money tied up in unsold products. A retailer with slow-moving SKUs may eventually face expiry or reduced shelf space. On t...

For FMCG businesses, sales performance can change quickly. A strong sales day can be followed by missed targets, declining orders, poor outlet coverage, stock shortages, or delayed collections. Because field teams, distributors, retailers, products, and territories are constantly moving, managers...