Tuesday, February 15, 2011

How To Keep Your Products On Shelves When Retailers Slash SKUs

In a time when private label rules, big CPG companies need a strategy for keeping branded products in stores.

A phone call comes in from your largest customer. Unannounced, he informs you that his company is throwing out your entire range of consumer packaged goods because "it no longer meets the needs of our customers." At first, you aren't quite sure how to respond. Then, you think that maybe he's firing for effect, and that there is still a punch line to come. But without much dialogue, and with silence on the other end of the phone, you realize that he means business--and a huge chunk of your revenue is about to go away.

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