A01=Jimmi Rembiszewski
A01=Peter Lorange
Author_Jimmi Rembiszewski
Author_Peter Lorange
Burberry Check
Business Case
Category=KC
Category=KJB
Category=KJC
Category=KJH
Category=KJMB
Category=KJMK
Category=KJMV6
Category=KJU
chain
Classic Growth Curve
Coca Cola Coca Cola
coffee
cycles
Douwe Egberts
End Market
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
fast
Faster Innovation Cycles
FMCG Company
FMCG Sector
gap
GE GE
Grand Cru
innovation
Innovation Gap
instant
Jack Wills
Large Fast Moving Consumer Goods
Marlboro Friday
Music Downloads
Oscar De La Renta
Pampers Brand
Personal Digital Assistant
phone
Retail Dependencies
smart
Smart Phone
supply
Top Line Growth
Tv Ad
Umbrella Brand
Young Men
Product details
- ISBN 9781472435569
- Weight: 521g
- Dimensions: 174 x 246mm
- Publication Date: 30 May 2014
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Hardback
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The modern consumer is no longer attracted by single-minded, predictable and one-benefit-focused brand promises. The old-fashioned FMCG communication strategies based on television, radio and print with constant repetition have become outdated. From Great to Gone shows that what’s needed are ’Lego’ strategies, whereby the marketing and communication strategies are built up by many key facets (like building blocks) and delivered to the consumer through a mix of various touch points. Most importantly, you need to leave consumers to put all of that together themselves. There are major internal and external hurdles to transforming FMCGs successfully into FICGs - Fast Innovating Consumer Goods. It requires new brand strategies and flatter, more top-down than bottom-up, decision-making organisations and a 21st-century model for advertising agencies. Externally these companies need a new route to market through transformation of their old retail dependencies. Changes are also required in all communication delivery, reflecting modern consumers’ connectivity and unlimited access to information. In the book the authors showcase what the winners of the 21st century have in common that has enabled them to become FICGs. New, unimagined models continue emerge, to which, with the authors’ guidance producers and retailers may develop their own sustainable responses.
Peter Lorange is the founder and President of the Lorange Institute of Business Zurich (since July 2009). He was President of IMD, Lausanne from July 1993 until April 2008, where he is currently Professor of Strategy and the Kristian Gerhard Jebsen Chair of International Shipping. He serves on the board of directors of several corporations including Fundacao Dom Cabral, Brazil, Vienna University of Economics and Business, Preferred Global Health and Seaspan Corporation. Peter Lorange has written or edited 18 books and some 120 articles. Jimmi Rembiszewski rose from sales trainee to become Group Marketing Manager of P&G. In 1988 Jimmi joined Jacobs Suchard as a member of the board for New Brands, Research and Media. From there he moved to the role of Business Development Director Worldwide, Confectionery Sector, with Philip Morris before joining British American Tobacco as Marketing Director and Regional Director Europe. In 1996 he became a board member of the new BAT and remained as Marketing Director for the group until his retirement at the end of 2009.
