"Small brands are stealing share from big brands" (parte III)

Parte I e parte II.

"Supply Economics.During the 50-year rule of big media, big retailers, and big brands, the FMCG playbook focused on scale in order to reduce unit costs in sourcing, manufacturing, brand marketing, trade spending, and overhead. Lower costs allowed companies to invest in innovation, key account management, and global functions, thus reinforcing their advantage over smaller players..Scale created superior economics and barriers to entry, but those advantages are now eroding. Small companies are increasingly able to access or even surpass the economics of much larger competitors in four key areas..Asset-Light Production. Small FMCG companies no longer need to own the means of production; they can effectively rent scale from a large comanufacturer. Through outsourcing, smaller companies can trade massive capital spending for more manageable variable costs at low volumes. [Moi ici: Como não recordar um nome e o que já aqui escrevemos: Font Salem]...Expanded Distribution Options. Small FMCG companies used to be stymied by a limited number of big retailers that carried a limited number of brands, plus their own private labels. Today, they find willing customers in fast-growing new retail formats, especially premium, convenience, and online. ... At Amazon and other online stores, shelf space is unlimited: small brands often have the same visibility as large ones..Some of these new channels offer small FMCG companies access to marketing and commercial tools and insights that were once the exclusive preserve of their larger peers. ...Variable-Cost Marketing. Social and digital media have given small companies the opportunity to build their brands and attract new customers without large upfront commitments to media spending. Unlike global consumer brands, smaller companies are not necessarily trying to reach a mass audience through paid media, such as TV advertising. Rather, they are trying to make personal and targeted connections, which social and digital media facilitate with variable-cost marketing..Ease of Coordination. The small attackers can often act more quickly and creatively than global companies in bringing brands to life. As founder-led companies, they are focused and efficient and do not bear the coordination and governance costs of large organizations. Their agility and simplicity allow them to outmaneuver large, siloed FMCG companies." [Moi ici: Ainda há dias exasperado, transmitia a uma multinacional uma mensagem dura para ver se acordam, se aceleram a tomada de decisão e se se focam. São presas tão fáceis nos tempos que correm]

Trechos retirados de "How Big Consumer Companies Can Fight Back"