Summary
This document is a technical report that outlines the marketing trends influencing global Retail and Consumer Packaged Goods (RCPG) enterprises. It discusses the challenges faced by these organizations as they expand into diverse markets and adapt to the shift from traditional to emerging marketing channels. The report identifies five key trends shaping RCPG marketing efforts, including the reduction in time-to-market for product rollouts, heightened risks associated with R&D and marketing expenditures, and the evolution of the marketing ecosystem driven by digital channels. Additionally, it emphasizes the importance of reaching a critical mass of consumers and the decreasing brand loyalty among consumers. The report highlights the necessity for RCPG companies to develop innovative marketing strategies that leverage digital platforms to engage consumers effectively. It also stresses the need for organizations to create cohesive marketing experiences across multiple channels to maintain competitiveness in a rapidly changing environment.
