Abby Pledger’s Post

Completed the BIG 6 ticked off my list!! Having now launched FMCG brands into all of the major full-choice supermarkets, including Morrisons who have just got NICE nationally 🍷 So what works to cut through with the supermarkets? I always look for successful partnerships centred around the 4 C's (that became clear to me when working at Cadbury all of those years ago): 1. Category - will this help them grow incremental sales, tapping into macro trends, that help to future proof growth. For wine this is about attracting the next generation of adults into the category by using brands, formats and relevant marketing. 2. Consumer - is there a set of consumers that their range isn't fulfilling the need for. I.e. younger adults aren't being recruited into wine as they find it confusing, stuffy and intimidating. Brands like NICE help to break down these barriers. 3. Commercials - how does this stack up commercially to ensure margin accretive opportunities are delivered, whilst mitigating the risk that stock will sit there gathering dust on shelves. 4. Catalyst - bringing to life all of the brand DNA magic, that has proven time and time again to compliment own label ranges, invigorate categories and help to innovate to make the shopper experience more exciting. Now onto the second part of the equation in getting the product off the shelves. And in the words of one of my amazing mentors "move those boxes" 🙌 Thanks to all at Morrisons who have made this happen, and of course for our incredible team at NICE Lucy Busk (Wright)Jeremy May Sophie Gates Emily Churchill Amy Cheyne #teamworkmakesthedreamwork

As we approach the weekend, I would like to shine a spotlight on the paramount importance of collaboration in the world of FMCG. As consumer preferences evolve and market dynamics shift, brands should recognise the value of partnering with one another to leverage their unique strengths, expand their reach, and create mutually beneficial opportunities. Collaboration as such offers an exciting opportunity for brands to harness collective expertise and resources to drive innovation. One compelling example of this is the collaboration between Nestlé and Starbucks. Through their partnership, Nestlé gained access to Starbucks' renowned coffee expertise, enabling them to co-develop a range of premium coffee products for global distribution. This collaboration not only tapped into Starbucks' brand equity but also leveraged Nestlé's extensive distribution network, resulting in innovative products that cater to evolving consumer tastes and preferences. Or, take, for instance, the collaboration between Coca-Cola and McDonald's. By partnering on co-branded marketing campaigns and exclusive beverage offerings, these iconic brands have been able to enhance their visibility, drive foot traffic, and create memorable experiences for customers around the world. Another notable example of successful collaboration within the FMCG industry is the partnership between Procter & Gamble (P&G) and Walmart. Through their joint efforts on supply chain optimisation and data analytics, these two industry giants have been able to streamline operations, reduce costs, and enhance the overall shopping experience for consumers. So, if you look at the real cases above, what can you learn? The answer is simple: whether through product development partnerships, marketing alliances, or sustainability initiatives - collaborative efforts hold the key to unlocking new possibilities and driving collective success, regardless of the industry. Spraga Beverages #fmcg #beverages #travelretail #team #cocacola #nestle #ceo

Pepsi and Coca-Cola Financial Performance Pepsi makes nearly twice the revenue of Coca-Cola, but Coca-Cola is leading in the profitability margin. PepsiCo generate higher overall revenue due to its diverse product portfolio in beverages and food markets, Coca-Cola often leads in the soft drink category in terms of market share and brand recognition. Back then, after facing bankruptcy twice, Pepsi proposed selling the company to Coca-Cola. However, Coca-Cola turned down the offer on both occasions. Both companies connect with customers through advertising, social media, and by introducing new flavors and healthier options in their existing product lines to acquire the market. #business #casestudy #businessnews

Specialization Isn't Dead. Here's Why: PepsiCo has acquired 30 companies ranging from beverages to sportswear. Its rival The Coca-Cola Company is still exclusively a beverage brand. Coca-Cola has the privilege of focusing on one type of product, Pepsi has spent its time learning to sell in 5 different markets. You can imagine how much this has hurt their productivity. But to give you some context… In 2023, Coca-Cola made $45.030B in rev, and Pepsi made $91.617B. Yet, they had almost the same net profit for the year. At the end of the day, Pepsi is doing just fine. They’re the 2nd largest drink company and the 2nd largest snack company (Nestlé is #1). Is blind specialization outdated in today's dynamic market? That’s it in this post. See ya next time, Saurav Kumar ✌️ #SpecializationVsDiversification #FutureOfWork #CareerStrategy #BusinessGrowth #PepsiCoVsCoke

We’re excited to share that Aki has won several awards for our “Zero Never Tasted So Good” campaign with Pepsi. These wins validate the impact of Aki’s work with PepsiCo and demonstrate the effectiveness of Aki’s media and incentive solutions. Learn more about this award-winning campaign which proved how pairing media and incentives is a dynamic combination: https://bit.ly/4aWZ86U #PersonalizedAdvertising #DigitalMarketing #AkiAwards

Great product/service + Great marketing = thriving business. You need both. Let's have a look at Coca Cola🤔 Coca Cola is one of the leading brands in the F&B industry. Although having been in existence for decades, they are still a bulldozer in today's market. I believe 90% of every human under the sun know the taste of a good chilled coke. I might be wrong but hey..🤷🏽♀️ Even you would be shocked if you met someone who has never heard of coke or has never tasted coke.😂 Coca Cola has: -A very good product -A very good marketing team. Which when merged together = thriving business. Invest in the quality of your product and the quality of your marketing and you will stay in the game.👏🏽 #marketingtalks #cocacola #marketing

Having competition is good for businesses. It is a catalyst for growth and innovation. The best thing that happened to Coca-Cola was Pepsi. Just as Pepsi pushed Coca-Cola to new heights, rivals can inspire us to raise the bar and strive for excellence. We should be grateful to our rivals for keeping us on our toes rather than seeing them as enemies. Without them, we would get stagnant and start to take our achievements for granted. The competition helps to maintain our focus! We are constantly pushed to stay ahead of the curve by competition, which encourages us to adapt and change. Through adapting to change, we can transform challenges into chances for advancement. If you don’t change and transform according to your competitors, they will not just disturb your business. They'll disrupt the market and lead them forward. It is time to thank your competitors! #Competition #Business #Market

Best marketing strategy of pepsi...👇 ✅ In 1992, Pepsi Bottling Ventures company announced that his bottle contains a lucky number and those who will got this lucky number will will the cash prize of 1 million. ⬆️ After this, within two weeks pepsi company sale increased by 40% and 31 million people joined which was 50% population of Philippines. 🛑 But, by mistake 8 lakhs bottle manufactured on which lucky number was printed and people thought that he got the lottery. 🙅 When pepsi denied to pay the award prize, people start burning pepsi factories and thrown grenades on many pepsi company offices. 🗣️ At last, millitary was called and pepsi officials leave the country then, the matter ends. Follow Aditya Goswami for more such contents and please provide your valuable feedback as well 🙂 #marketing #marketinstrategy #marketingcampaigns #bestmarketing #pepsico

You will find only PepsiCo aerated drinks like Pepsi, 7UP and Mirinda at KFC 🍗, Domino's 🍕, Burger King 🍔, and Subway 🌯. Does that mean The Coca-Cola Company is losing ground? 🤔 The presence of PepsiCo. in all the mentioned brands, it is due to exclusive brand strategy, where brands cross-tie up when complementary products of two brands are offered. Despite this, Coca-Cola is leading the market in this domain due in part to its exclusive tie-up with McDonald's. 🍔🥤McDonald’s and Coca-Cola's partnership 🤝 that took place in 1995 has been a great success considering its growth over the years. Have you witnessed any interesting brand tie-ups recently? 😁 #partnerships #Exclusivepartnership #partnershipsuccess

In the era of disruption, Coca-Cola, Cadbury, and Pepsi continue to offer the same products they have for years. The reason behind their enduring success lies in their ability to forge strong emotional connections with consumers. When you crave relaxation, the instinct is to reach for a Coke. Similarly, when Rakshabandhan is mentioned, Cadbury immediately comes to mind. Despite introducing new products, their classic offerings remain bestsellers. Building a brand requires a profound connection with human emotions. While challenging, when executed correctly, it can greatly benefit your brand. Even after years many beverage brands come and go but these two are still there in your nearby store. Follow Gunesh Munjal for more !! #cocacola #cadbury #psychology #humanemotions #emotions #emotionsmatter #innovation #disruption