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Business Strategy: 2015 Sales and Marketing in the Consumer Products Industry

Business Strategy: 2015 Sales and Marketing in the Consumer Products Industry

This IDC Manufacturing Insights study takes another look at sales and marketing for consumer goods manufacturers.

"We know that organizations are continually adapting how they engage with consumers and serve their retail customers. This is the sixth year we've done this research and so many changes have occurred since 2010, the first year we produced the report, not only because of changing consumer expectations and customer engagement, but also more tech-enabled interactions and capabilities," says Simon Ellis, IDC Manufacturing Insights practice director.

Please Note: Extended description available upon request.


IDC Manufacturing Insights Opinion
In This Study
Situation Overview
Starting with the Customer — Customer Relationship Management
An Emphasis on the Customer and Consumer Experience
The Approach
Continuing Pressures on New Product Development and Introduction
Promotional Effectiveness and Optimization
The Omni-Channel Consumer and Increasingly Demanding Customers
Ongoing Challenges Connecting Supply and Demand
Future Outlook
Trade Promotion Management
Downstream Data
Direct to Consumer
Sales and Operations Planning/Rapid IBP
Essential Guidance
Actions to Consider
Learn More
Related Research
Synopsis
Table: U.S. Consumer Packaged Goods IT Spending, 2014–2017 ($M)
Table: U.S. CRM Application Revenue by Segment, 2014–2017 ($M)
Table: Impediments to Effective Trade Promotions Assessment, 2014 and 2015 (% of Respondents)
Table: Functional Roles Within rIBP
Figure: Top 3 Business Initiatives in Consumer Goods
Figure: Methods Used to Improve Trade Promotion Performance, 2014 and 2015
Figure: Methods to Receive Downstream Data, 2014 and 2015
Figure: Methods to Receive the Majority of Downstream Data, 2014 and 2015
Figure: Plans for Selling Products Directly to Consumers, 2014 and 2015
Figure: Methods of Selling Products Directly to Consumers, 2014 and 2015
Figure: Priorities in Sales and Operations Planning in Consumer Goods
Figure: Rapid Integrated Business Planning

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