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This report summarizes the findings of the 2010 edition of the Customer and
Channel Management (CCM) Survey, which provides an up-to-date perspective
on the practices of top-performing CPG companies. Unlike other market surveys,
this effort links companies’ financial performance and in-market results with selfreported
practices to identify winning practices.
This year’s survey is produced in collaboration between the Grocery Manufacturers Association (GMA), McKinsey & Company, and The Nielsen Company. The 2010 survey focuses on four dimensions of customer and channel management: sales strategy, pricing and trade investment, strategic customer collaboration, and complexity management. By reviewing the survey findings in these areas, CPG companies can identify gaps and opportunities in their customer and channel management practices, as well as gain insights into new and important industry trends.
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