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« J’ai eu peur que tu me fasses une réponse de CFO: ’On fait une stratégie de rentabilisation, avec une part de croissance. » Cette fois, Tony Germini & WarcoBrienza vous sortent le grand jeu: pour l’un, les stratégies de croissance opérées sur les marques de cola Pepsi et de bière artisanale La Nébuleuse ; pour l’autre, des indicateurs comme le LER (Labor Efficiency Radio) pour connaître son/ses niveau(x) de rentabilité sur le bout des doigts.

SOMMAIRE DE L'ÉMISSION
Gros sujet aujourd’hui, puisque 2 écoles s’affrontent: les chantres de la croissance contre les adeptes de la rentabilité. Il va falloir faire un choix, car la stratégie commerciale à dérouler change du tout au tout. 

DIGI-TALES
- Swiss Digital Ranking 2024: le 12/6/24 paraîtra le 1er Swiss Digital Ranking publié par Netzmedien. 

LA QUESTION DU JOUR: croissance ou rentabilité, pourquoi choisir ?

L’une ou l’autre des stratégies de croissance conviendra parfaitement à:
- Développement produit: une startup sur un marché émergent (i.e. IA, cryptos, etc.) ou existant, à disrupter (i.e. bière artisanale intégrée à la catégorie bière existante)
- Diversification: une PME qui se diversifie (i.e. Laurastar, leader dans le segment des stations de repassage, a lancé IGGI en 2020 pour décontaminer les textiles et objets)
- Diversification ou pénétration de marché: une marque qui se lance sur un nouveau marché comme Evian avec les eaux aromatisées se diversifie à coup de développement produit et de marketing ; un groupe familial comme Eckes-Granini, qui capitalise sur les jus de la catégorie ambiant, sans investir dans un segment plus porteur comme les jus de fruits évite sa cannibalisation, mais risque de mourir à petits feux. 
- Extension de marché: l’ouverture d’un marché à l’international (ex. le marché français pour la solution de gestion des flux patient CALYPS Saniia) est un bon exemple.

En principe, la stratégie de croissance précède la stratégie de rentabilisation: on se répand d’abord… pour mieux récolter ensuite!

Les stratégies de croissance telles que vécues/subies par Marco et Tony:
- lors de la joint-venture entre Pepsico & Nestlé Waters en Suisse, dans les années 2010: des prix agressifs sur le secteur Horeca, des contrats de vente remis en question par les clients restaurateurs, la “guerre des parasols” et du matériel publicitaire sur les terrasses, des deals à la limite de la rentabilité, du cross-selling à tout va… pendant 2 ans environ (!)
- à l’arrivée de Marco dans la brasserie artisanale La Nébuleuse, suite aux nouvelles installations permettant de multiplier la capacité de production, dès 2017: le 4-pack 33cl a permis de multiplier les ventes en rayon grâce à un développement produit (dans ce cas, le packaging). 
- l’indicateur LER (Labor Efficiency Radio, un article qui l’explique ici) se calcule ainsi : marge brute divisée par masse salariale. Comme son nom l’indique, il estime l’efficacité des ressources humaines déployées dans telle entreprise ou pour tel projet.

Les multinationales visent davantage la rentabilité que la croissance. Mais de quelle rentabilité parle-t-on? 
- des deals dont le revenu permet de couvrir le coût des marchandises vendues (COGS) pour obtenir la marge brute, déduction faite des rabais clients (!!!) mais sans déduire à ce stade les salaires liés à la commercialisation, les dépenses marketing et les coûts fixes (i.e. loyer des locaux, amortissements, etc.) ;
Du solde - la marge brute - seront déduits: 
- le coût du personnel non associé à la production des biens ou services vendus
- les coûts fixes
pour obtenir la marge nette et déterminer la contribution à la rentabilité de l’entreprise.

INSPIRATIONS
[ARTICLE] Croissance ou rentabilité ? par Claudio D’Amico (UBS Transaction Advisory) 
[CITATION] “Rien n’est plus vulnérable qu’une théorie scientifique, car elle n’est qu’une tentative éphémère pour expliquer des faits, et non une vérité éternelle en soi” Carl Gustav Jung [1875 - 1961]

De la stratégie de croissance à la rentabilisation

s'abonner sur iTunes

Caffè Croissance 004 - De la stratégie de croissance à la rentabilisation

In deze bijzondere aflevering van de Ondernemend Nyenrode Podcast krijgen we een kijkje in de wereld van het iconische familiebedrijf Kesbeke, de bekende maker van Amsterdamse tafelzuren. De studenten spreken Oos Kesbeke, beter bekend als de 'augurkenkoning', en zijn zonen Camiel en Silvian.

Oos vertelt uitgebreid over de evolutie van het bedrijf: van een kleine inleggerij in een kelder aan het Waterlooplein tot de landelijke speler die het vandaag de dag is. Cruciaal voor het succes van het bedrijf, is de relatie van Oos met de werkvloer. "Hoe kan je vanuit je heilige toren de boel aansturen? Begeef je op de werkvloer, onder de mensen," adviseert hij.

In de realityserie die op RTL 5 wordt uitgezonden, krijgen we een eerlijke kijk op het reilen en zeilen binnen de fabriek, waar soms onenigheid op de werkvloer ontstaat. Volgens Oos is dat echter geen probleem: “Als mensen mopperen over elkaar, dan gaat het altijd om het product. En als het om het product gaat, prima. Dat is passie. Dat vind ik mooi. De jongens in de fabriek laten niets de deur uitgaan waar ze niet achter staan. Dat is toch het mooiste?"

Een waardevolle tip voor jonge ondernemers en studenten? Volgens Oos komt succes niet vanzelf: "Als je iets echt wilt, en je verzamelt de juiste mensen om je heen, dan geloof ik dat het lukt. Maar je drive is belangrijk. Als je echt iets wil bereiken, werk je niet van 8 tot 5. Je bent continu bezig om je zaak beter te maken. En dat betekent ook offers brengen."

'Augurkenkoning' Oos Kesbeke - "Begeef je op de werkvloer, onder de mensen"

Neste áudio, exploramos o papel fundamental do promotor de vendas no ambiente de varejo, destacando suas principais funções e responsabilidades. Descubra como um bom promotor pode impactar diretamente a experiência do consumidor e impulsionar as vendas de produtos através de estratégias eficazes de merchandising.

Com mais de 30 anos de experiência no setor, vamos detalhar as habilidades essenciais para se tornar um promotor de vendas de elite, como organização, proatividade, e conhecimento técnico. Aprenda sobre os diferentes canais de atuação, as expectativas das empresas e o que diferencia os profissionais que se destacam no mercado.

Este conteúdo é ideal para quem busca aprimorar suas competências e se destacar na carreira de vendas, oferecendo dicas práticas e estratégias para um desempenho de sucesso no ponto de venda.

Artigo Do Blog Elite Do PDV - O Que Faz Um Promotor De Vendas

In this episode of The Storytelling Marketer, sponsored by Marketing Gunda, we dive into the thrilling world of event marketing with Rehan, a young marketing whiz. When Eury Industries' flagship event, Eury Fest, faces a catastrophic venue cancellation just two weeks before launch, Rehan must pull off a miracle. Discover how he transformed disaster into triumph, delivering a memorable event that boosted brand awareness and customer engagement. Learn valuable event planning lessons and get inspired by Rehan's problem-solving skills.
#eventmarketing  #marketingcasestudy #eventplanning  #crisismanagement  #marketinggunda  #thestorytellingmarketer #euryindustries #ahmedabad  #fmcg  #brandawareness  #customerengagement #marketingstrategy #brandbuilding #podcast #marketingagency #eventprofs #marketingtips 
#businessgrowth #entrepreneur #successstory #overcomechallenges

Episode 05 The Event Marketing Frenzy

Rehan, a marketing whiz, faced a tough challenge: maximizing a limited digital marketing budget for Eury Industries. Discover how he turned things around with data-driven decisions, website optimization, and smart channel allocation. Learn valuable marketing lessons and get inspired to achieve similar success for your business. Sponsored by Marketing Gunda.

#digitalmarketing #datadrivenmarketing #websiteoptimization #ROI #budgetallocation #FMCG #marketingtips #marketingstrategy #marketinggunda #thestorytellingmarketer #storytellingmarketing #storytelling #brandbuilding

Episode 06 The Digital Marketing Dilemma

Rehan, a marketing pro from Eury Industries, faced a dilemma: partner with GreenCart for wider reach or maintain brand control? This episode of The Storytelling Marketer, sponsored by Marketing Gunda, explores how he navigated this challenge. Learn about the importance of pilot programs, protecting customer data, and achieving 15% sales growth through strategic partnerships.

#FMCG #marketing #partnership #brandcontrol #customerdata #pilotprogram #salesgrowth #ecommerce #marketingstrategy #thestorytellingmarketer #marketinggunda #brandbuilding #podcast #brandstorytellers #storytelling #storytellingmarketing #storytelling

Episode 07 The Partnership Predicament

Eury Industries faced a declining customer retention rate. Rehan, a marketing pro, turned things around with a personalized customer retention program. Learn how he segmented customers, created targeted campaigns, and boosted retention by 25% in this episode of The Storytelling Marketer, sponsored by Marketing Gunda. Discover the power of data-driven marketing and building customer loyalty.

#customerretention #customerloyalty #personalization #datadrivenmarketing #FMCG #marketing #customersegmentation #customerexperience #thestorytellingmarketer #marketinggunda #marketingstrategy #brandbuilding #podcast #storytellingmarketing #storytelling

Episode 08 The Customer Retention Challenge

Rehan, a marketing pro, faced a daunting task: rebranding Eury Industries. This episode of The Storytelling Marketer, sponsored by Marketing Gunda, explores how he overcame resistance, leveraged data, and managed stakeholders to achieve a 40% increase in brand recognition. Learn the secrets to a successful rebrand.

#rebranding #brandstrategy #stakeholdermanagement #datadrivenmarketing #FMCG #marketing #brandrevitalization #thestorytellingmarketer #marketinggunda #marketingstrategy #brandbuilding #storytelling #marketingagency

Episode 09 The Rebranding Revolution

Rehan, a marketing pro, led Eury Industries to a successful IPO. Learn how he navigated intense investor scrutiny, showcased growth potential, and built a billion-dollar brand. Discover the secrets to a successful IPO and the power of effective marketing in this episode of The Storytelling Marketer, sponsored by Marketing Gunda.

#IPO #marketing #investorrelations #growthstrategy #FMCG #brandbuilding #publicrelations #thestorytellingmarketer #marketinggunda #brandbuilding #brand

Episode 10 The IPO Success

Claiming to be "consumer-centric" is simple; executing it effectively requires a fundamental shift in leadership and company culture.

Many leaders believe they prioritise consumers, yet their strategies often miss the mark due to a lack of meaningful integration.

Building a genuinely consumer-first culture means driving every decision, process, and strategy with the consumer's needs and values at the forefront.

This guide equips leaders with the insights and actionable strategies to foster a winning consumer-first culture. Rather than relying on superficial gestures, leaders can inspire a transformation that elevates the organisation, engages employees, and creates powerful, lasting consumer relationships.

Deep Dives from Denyse at C3Centricity

The Ultimate Leadership Guide to Creating a Winning Consumer-First Culture

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Is Ocean Spray Classic Cranberry Juice Drink Healthy?

This week's blog post "How CPG Leaders Stay Ahead When Consumers Innovate Faster Than Brands" suggests that consumer packaged goods (CPG) companies urgently adapt to the accelerating pace of consumer-driven innovation, which often outstrips traditional brand development cycles. It highlights how platforms like TikTok foster viral trends and "dupe" culture, compelling brands to embrace, rather than merely analyse, these grassroots movements. The post presents case studies, such as e.l.f. Beauty and L’Oréal Pakistan, illustrating successful strategies where brands rapidly responded to consumer creativity. It concludes by outlining a playbook for CPG leaders focusing on spotting viral trends, fostering cross-functional collaboration, and visibly demonstrating the impact of swift responses to maintain market relevance and leadership in a fast-evolving landscape.

How CPG Leaders Stay Ahead When Consumers Innovate Faster Than Brands

The discussion this week is on the latest blog post on C3Centricity "Unlocking CPG Growth: Conquering Process Paralysis with QC2™." 
It diagnoses a critical issue for mid-sized CPG brands: process paralysis, identifying it as an internal barrier to innovation and growth. 
It explains how this paralysis manifests through excessive approval steps and a disconnect from rapid consumer expectations, leading to missed opportunities. 
The experts then introduce the QC2™ framework (Quantum Customer Centricity) as a solution, highlighting its four orbits - Company, Consumer, Brand, and Process - to pinpoint and address inertia. 
It concludes by offering some simple, actionable steps for mid-level leaders to implement QC2™, providing a case study and concrete recommendations to foster agility and accelerate market responsiveness.



Process Paralysis in CPG

O Elite do PDV é uma plataforma dedicada ao desenvolvimento profissional de promotores de vendas e especialistas em merchandising. Oferece treinamentos e cursos especializados para aprimorar habilidades e estratégias no ponto de venda, visando maximizar o impacto visual dos produtos e otimizar as vendas. Com uma abordagem prática e focada nas necessidades do mercado, o site disponibiliza recursos que capacitam os profissionais a se destacarem em suas funções e contribuírem significativamente para o sucesso das marcas que representam.

Welcome to the exciting world of 'The Room Podcast', where we discuss all things marketing, every Friday. And guess what? The show is proudly sponsored by 'Marketing Gunda'.
 
Well, each episode is packed with valuable insights and tips on marketing, brand building, and business growth. RJ and his guests explore the challenges, trends, and opportunities in the ever-evolving marketing landscape.

Par Empire stands among the top FMCG distributors in UAE, delivering unmatched value through global sourcing and efficient supply chains. As a trusted FMCG supplier in Dubai, we connect businesses with premium wholesale FMCG products across multiple categories.

MARKETING DEEP DIVES by DENYSE is a Podcast for CPG Executives wanting to attract, delight and retain more consumers.
In each episode Denyse shares her tips, tools and ideas gathered from her more than 30 years experience working in over 125 countries around the globe.
Denyse is: 📈 Advisor to Fortune 100-Inc 5000 | 🚀 Strategist for mid-sized CPGs | 👨‍💼👩‍💼Leadership Coach | 🎤 Keynote Speaker | 📚 #1 Best-Selling Author | 🌍 Former Global Head of Consumer Excellence at Nestlé

Odiolab is a non-profit association bringing together podcasters and artists with a passion for sound: from vocal podcasts to music live-acts, our team aims to broadcast genuine audio experiments for free and spread the word all around the world. 

Odiolab is currently hosting these podcasts (more are to come!):

- '5tracks' music podcast for which Swiss artist SickSpud produces & mixes 5 tracks of electronic music (EN)
- 'ALPS podcast' gathers researchers & clinicians healing with psychedelics (EN)
- Caffè Croissance, a talk show with Marco Brienza & Tony Germini about personal AND business growth (FR)
- 'Entre Ombres et Lumière' a French lecture of a book written by a Swiss-resident author (FR)
- 'L’hôpital du futur' about the future of health in French-speaking countries around the world (FR)
- 'Nipmédite Explore' welcomes an inspiring brother or sister with whom @WarcoBrienza talks about Silence (FR)

All podcasts are hold in French and/or English depending on the mood, speaker and topic!

Je vindt hier kennis, ervaringen en inspiratie van experts, studenten, alumni, professoren en ondernemers.

New tracks tagged #FMCG