Supermarkets have two customer types.
This post is the 5th in the series, how to beat the supermarket gorillas at their game. Like David taking on Goliath, small businesses supplying into FMCG (Fast moving Consumer Goods) markets simply have to find the points where they can exert some leverage, where their relative agility can deliver them an advantage against the disadvantage of size.
It is important for them to remember at all times that they have two customers types, and they are different.
One wants to make money from you, and is almost entirely devoid of any personal investment in any of your marketing activities, profile, or brand. The other needs you to solve problems for them, or just fill an everyday need , and is highly likely to respond to any one or more likely a mix of your marketing activity, including those the supermarkets favour, i.e. Price reductions, shelf highlights and paid off location displays. StrategyAudit – Read more…