Today’s Economic Times has an article ‘FMCG: How the Top Five Got It Right’, based on a Nielsen study by Justin Sargent. The study examined the performance of the top 20 FMCG companies and found that the top 5 grew at 28% in value while the bottom 5 grew only at 18%. The key factors for this, according to the study, are listed in the article:

1. Quality of distribution is as important as the quantity.
2. Balancing volume and pricing to drive volumes.
3. Innovation. The contribution of new launches to sales was higher for the top 5.
4. Growth in modern trade. The top 5 got a larger proportion of their sales from modern trade.

The slide share version of this study is attached.

Read the article here

Visual courtesy : https://www.flickr.com/photos/st3f4n/