2/28/23, 10:00 PM

Fast-moving consumer goods (FMCG) companies face slow growth, complex operations, and a reluctance to change. Accuris’ white paper introduces bold strategic frameworks to address these challenges: Must-Win Battles (MWBs) for critical market opportunities, Big Bets (BBs) for growth ventures, and Turf Defending (TD) for sustaining non-priority areas.

MWBs target high-potential opportunities where competitive strengths ensure dominance. Examples include Coca-Cola’s Christmas campaigns and Kraft Heinz’s focus on ketchup. Big Bets, such as a soft drink breaking Coca-Cola’s monopoly in Belgium, require concentrated investment to penetrate new markets with aggressive strategies. Turf Defending ensures resource optimisation by maintaining necessary presence in declining markets while reducing complexity and focusing on efficiency.

Accuris emphasises aligning corporate strategies with resource allocation and leveraging its Source of Business® methodology to evaluate market share shifts, category growth, and switching behaviours. These insights guide FMCG companies in reallocating investments to maximise returns and sustain profitability.

The paper provides actionable steps for each strategy, addressing pricing, promotions, visibility, and execution challenges, supported by data-driven recommendations. For FMCG companies aiming to break the status quo and achieve above-average growth, this white paper is essential reading. Dive into the full text for transformative insights.