CMOs and marketing leaders managing large consumer brand portfolios today are more challenged than ever before. They are being pulled between opposing mega forces which are reshaping the rules of the industry and challenging sustained growth.
New brands creating newer needs
Most FMCG categories today are seeing an influx of new and nimble brands offering unique benefits. This means stiffer competition for large brands and increased pressures to respond with counter offerings to protect their market share.
This trend is even more evident in Asia Pacific. For example, the beverages category in India has seen new entrants like...