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This article shares the findings of the 2014 Customer and Channel Management
(CCM) Survey and provides an up-to-date perspective on the practices of top performing
CPG companies. Our distinctive approach, linking customer and
channel management practices to in-market results, gives us a unique perspective
on which practices matter most and how much value they generate.
Since 1978, McKinsey’s Consumer and Packaged Goods Practice has been studying and benchmarking the customer and channel management practices of leading CPG companies in the United States. More recently, we added surveys covering Asia, Latin America, and Europe. This article discusses the findings from our recent US survey, which we developed in partnership with the Grocery Manufacturers Association and Nielsen. Through the survey we define a set of market-based metrics that we use to define “winners” (companies that outperform their peers in the categories in which they compete) and “others” in the United States.
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