Latin American consumer packaged goods manufacturers have much to learn from one another. By emulating best practices in customer and channel management—and through disciplined prioritization, deliberate relationship building, and thoughtful investments—Latin America’s CPG players can win even in today’s tough economic environment. The survey of 35 companies offers some best practices:
(a) Focus on the highest-potential outlets in fragmented trade
(b) Overinvest in ‘power partnerships’ with key accounts and distributors
(c) Closely monitor and manage in-store execution
(d) Use more advanced metrics in revenue-growth management and
(e) Use technology and big data to improve sales-force performance and in-store execution.
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