For Technology Sales Enablement Professionals

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	December 28, 2009 Industry Essential: Consumer Packaged Goods Industry by George Lawrie with Eric G. Brown, Sharyn Leaver, Varun Sedov	Average: 9  (3 ratings)

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Executive Summary

The consumer packaged goods (CPG) industry generates revenues of more than $2 trillion annually in the US alone, and the value of global brands is truly daunting with Coca-Cola estimated to have a brand worth $67 billion. Selling technology products and services into this hefty sector requires a solid understanding of buyers' objectives and challenges. CPG manufacturers face a range of threats from encroaching private-label sales to the relentless rise of trade promotion funds paid to retailers to list their merchandise. CPG executives are feeling the pressure to squeeze economies of scale out of their global investments. In their drive to manage IT costs, these execs are focusing their spending plans on upgrading apps suites and deepening their control of vertical apps, while preparing to outsource standardized app portfolio support and release resources for the coming CPG direct-to-consumer information battle.

TABLE OF CONTENTS

• Consumer Packaged Goods Brands Bestride The Globe
• The Role Of Technology In CPG Brands' Business Strategies
• CPG IT Spend Balances Global Economies Of Scale With White-Space Challenges
• Key CPG Priorities

RECOMMENDATIONS

• Focus On The Business Outcomes Within Specific CPG Processes
• Related Research Documents

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