For Consumer Goods companies, the good old days of memorable jingles and taglines are not enough. The complexities of consumer and shopper behavior and new markets like India and China together with the changing demographics of their own and international markets present challenges like in no other time. But new challenges come new opportunities to dazzle the all important consumer and gain both mindshare and marketshare.
Great CPG companies can continue to be great but they can as easily become history if they don't pay attention and adapt to consumer sentiment. Consumers are changing far quicker, due to numerous influences, than in the past and having the ability to anticipate that change and proactively innovative has become the difference between doing well and being a market leader.