In this episode, I speak with Laura de Groot Trivulzio:
Result driven leader with strong track record in driving profitable innovation; complex stakeholders management (up to the Board and Executive Team) in international and cross functional environment; deep consumer understanding and strategic and operational experience in FMCG innovation launch, brand building, portfolio management, Route to Market, pricing and resource allocation, efficient team builder and motivator.
In this part of the chat with Laura, the discussion focuses on the intricacies of international marketing, consumer trends, and brand strategies, mainly through the lens of economic crises and inflation. Highlighting the shift in consumer behavior towards optimizing spending, the conversation touches on the importance of category management and the need for brands to offer varied pack sizes to capture different consumer occasions and shopping missions. The discussion also addresses the impact of health trends and the shift towards plant-based proteins, emphasizing the significance of understanding consumer needs and patience in innovation. The episode explores the importance of SKU analysis, segmentation, and the critical role of rotation baseline and shelf positioning in managing a product portfolio effectively.
In this Episode:
00:00 Introduction
01:04 Economic Crisis and Consumer Behavior
04:13 Category Management and Retail Strategies
15:07 Innovation and Consumer Trends
31:03 Conclusions
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