Designing A Growth Model For Fmcg Foods Categories

Abstract

The project purpose is to understand how companies identify opportunities for expansion in terms of focus geographies. Focus geographies can be defined in two ways, markets where SKU performs well and next set of markets where SKU should be expanded. This study aims to design an expansion model that recommends the next set of markets to focus upon and a suitable expansion plan for any SKU or Food Product it is applied upon. An in-depth interview will be conducted for over 24 sales professionals giving insights into which factors they take into consideration to identify focus geographies for their respective food categories. The questions of the study were framed to identify the relevance of the study and the optimal expansion model design to be used by an FMCG company. One part of the findings of the study will reveal what the key approach sales professionals use to determine the scope and feasibility of market growth. From these insights, the study will aim to derive a defined growth model which can be applied to any food category by an FMCG company. The model can be applied to any food category and provide an expansion roadmap to scale up distribution. An FMCG company can use this growth model for the following reasons, scaling up distribution for niche products, optimising sales distribution in saturated markets, identifying new focus geographies for SKUs and subcategories. The main impact of the model is to ultimately improve the sales growth for the food category