Dr Mihails Kuznecovs’ Post

Completed the BIG 6 ticked off my list!! Having now launched FMCG brands into all of the major full-choice supermarkets, including Morrisons who have just got NICE nationally 🍷 So what works to cut through with the supermarkets? I always look for successful partnerships centred around the 4 C's (that became clear to me when working at Cadbury all of those years ago): 1. Category - will this help them grow incremental sales, tapping into macro trends, that help to future proof growth. For wine this is about attracting the next generation of adults into the category by using brands, formats and relevant marketing. 2. Consumer - is there a set of consumers that their range isn't fulfilling the need for. I.e. younger adults aren't being recruited into wine as they find it confusing, stuffy and intimidating. Brands like NICE help to break down these barriers. 3. Commercials - how does this stack up commercially to ensure margin accretive opportunities are delivered, whilst mitigating the risk that stock will sit there gathering dust on shelves. 4. Catalyst - bringing to life all of the brand DNA magic, that has proven time and time again to compliment own label ranges, invigorate categories and help to innovate to make the shopper experience more exciting. Now onto the second part of the equation in getting the product off the shelves. And in the words of one of my amazing mentors "move those boxes" 🙌 Thanks to all at Morrisons who have made this happen, and of course for our incredible team at NICE Lucy Busk (Wright)Jeremy May Sophie Gates Emily Churchill Amy Cheyne #teamworkmakesthedreamwork

🚀 Exciting moves in the beverage industry! Mark Schiller, the former CMO of Kraft Heinz, has now taken on the role of Global Chief Marketing Officer at Bacardi. 🍸 After over 5 fruitful years leading Kraft Heinz’s marketing in North America, Schiller’s leap to Bacardi marks a new chapter aimed at boosting their global marketing strategies. With a rich background that includes stints at Procter & Gamble and PepsiCo, his wealth of experience is something the spirits giant is eager to tap into. 🔄 As someone who has navigated career transitions within the marketing sphere, I find this move particularly intriguing. Transitioning between industries or even within sectors requires not only a deep understanding of market dynamics but also an adaptability to new corporate cultures and consumer bases. Mark's move comes at a time when Bacardi aims to amplify its market presence and innovate its branding strategies to stand out against competitors - a tall order and an exciting challenge. 🤔 What do you think makes a marketing leader truly effective when shifting between such major brands and industries? How important is adaptability versus industry-specific knowledge? Would love to hear your insights, especially if you’ve made similar transitions or are considering one! ➡️ #MarketingLeadership #CareerMoves #BrandStrategy #Bacardi #KraftHeinz #CMO #GlobalMarketing #BusinessStrategy #ConsumerGoods MarketingTrends

PepsiCo

Why you MUST be a DOMAIN expert The recent firing of Starbucks CEO Laxman Narasimhan and the hiring of Food veteran Brian Niccol of Chipotle fame is a classic case in point. First, the PAGAAR (Salary) Non Domain: Laxman When Starbucks hired Narasimhan from UK-based consumer products group Reckitt in 2022, he was offered a package valued at more than $28mn. Domain: Niccol Starbucks has awarded its new chief executive, Brian Niccol, cash and stock, potentially worth more than $100mn. This is one of the largest hiring packages in US corporate history and is four times larger than the sign-on deal offered to his ousted predecessor. WHY? Domain brings experience, skills, depth and breadth: Niccol. In 2018, when Chipotle was reeling from multiple food poisoning outbreaks that had sickened 1,100 people, the company called Taco Bell CEO Brian Niccol to turn things around. I've attached his experience in the pic. GENERALISTS remain Generalists: Laxman There were signs from the start that Narasimhan was a strange choice. Although he had no previous executive-level restaurant experience, he consulted for years with various consumer companies while at the consulting firm McKinsey. He joined from British consumer-goods company Reckitt Benckiser, not a retail or restaurant company. Laxman had an awkward, public-facing persona, exemplified by a trainwreck of an interview with CNBC’s Jim Cramer, in which he came across like a McKinsey consultant (which he was for years). His cringeworthy turnaround plan, “Triple Shot Reinvention With Two Pumps,” was soon followed by the chain’s worst quarter and its largest single-day drop in market value. Learnings: In my book "Getting Dressed and Parking Cars", I ask this question: Would you rather be an inch deep and a mile long (Generalist) OR A mile deep and an inch long (Domain expert) What would you choose? #Dhandhekibaat Article credits - WSJ, FT, Alok kejriwal (fb)

Right move for the right role

🚀 Exciting Announcement! 🚀 After 6 incredible years with the Woolworths group, I've decided to embark on a new chapter to broaden my professional horizons. My time with Woolworths has been nothing short of amazing, offering invaluable learnings into the FMCG landscape specifically in the freezer space, particularly mastering the range review process across multiple categories. Throughout my journey, I've had the privilege of meeting numerous phenomenal brands, creating great friendships, and eating a lot of frozen goods. As many of us in the industry know, navigating the ranging processes as a new supplier can pose significant challenges. Understanding the intricate requirements can often feel like an unraveling mystery and a foreign language. Since transitioning from Woolworths, I've been fortunate to leverage my experience in offering consultancy services. It's been lots of fun as well as fulfilling to share knowledge and empower businesses, especially smaller ones, in their endeavors to secure a place on the shelves of retailers. I'm thrilled to announce that I will continue assisting small businesses in navigating these complex waters as a consultant. I'm open to collaborating as I pursue my passions🌟 #FMCG #Consultancy #RetailInsights #BusinessGrowth

Why you MUST be a DOMAIN expert The recent firing of Starbucks CEO Laxman Narasimhan and the hiring of Food veteran Brian Niccol of Chipotle fame is a classic case in point. First, the PAGAAR (Salary) Non Domain: Laxman When Starbucks hired Narasimhan from UK-based consumer products group Reckitt in 2022, he was offered a package valued at more than $28mn. Domain: Niccol Starbucks has awarded its new chief executive, Brian Niccol, cash and stock, potentially worth more than $100mn. This is one of the largest hiring packages in US corporate history and is four times larger than the sign-on deal offered to his ousted predecessor. WHY? Domain brings experience, skills, depth and breadth: Niccol. In 2018, when Chipotle was reeling from multiple food poisoning outbreaks that had sickened 1,100 people, the company called Taco Bell CEO Brian Niccol to turn things around. I've attached his experience in the pic. GENERALISTS remain Generalists: Laxman There were signs from the start that Narasimhan was a strange choice. Although he had no previous executive-level restaurant experience, he consulted for years with various consumer companies while at the consulting firm McKinsey. He joined from British consumer-goods company Reckitt Benckiser, not a retail or restaurant company. Laxman had an awkward, public-facing persona, exemplified by a trainwreck of an interview with CNBC’s Jim Cramer, in which he came across like a McKinsey consultant (which he was for years). His cringeworthy turnaround plan, “Triple Shot Reinvention With Two Pumps,” was soon followed by the chain’s worst quarter and its largest single-day drop in market value. Learnings: In my book "Getting Dressed and Parking Cars", I ask this question: Would you rather be an inch deep and a mile long (Generalist) OR A mile deep and an inch long (Domain expert) What would you choose? #Dhandhekibaat Article credits - WSJ, FT

Mondelēz International posted a rise in fourth-quarter sales and profit margin, but price hikes are starting to soften demand as cash-strapped consumers cut back spending. Mondelez’s Global Senior Vice-President for Consumer Experience and Digital Commerce, Jonathan Halvorson, MBA recently shared the success formula of the #food giant In an exclusive podcast interview for WARC’s Marketer’s Toolkit. Jonathan explained the success of Mondelez in 2023 with the strength of the food manufacturers brands, the growing snacking category, a strong footprint in emerging markets, and a strong position with #retailers inside developed markets He also pointed out that increased #marketing investments into their brands enabled the Cadbury UK parent to execute higher prices during the last years of inflation Mondelēz Consumer Experience Lead for Europe & Global Brands, Qaiser Bachani recently also pointed out that big #advertising ideas and creativity played a majore role in the snacking giants success. For 2024, Mondelēz International projects organic net revenue growth of 3% to 5% and a high single-digit rise in profit. #fmcg #retail

During a trip from my hometown to my workplace with my son, our bus stopped for a lunch break. My son, a fan of Lays chips, insisted on getting a packet. While I don't usually indulge in it, his enthusiasm sparked my curiosity. Reading the packet, he discovered it was a product of PepsiCo Ltd... This led me to ponder the origins of Lays, including how it acquired its name and the factors behind its success. Let me summarize the key points for you.

A quick shout out to my founders today being kept awake by their 'competition'. Sleep easy. There would be no PepsiCo without Coca Cola and no Costa without Starbucks. In my experience having competitors is KEY to growing a business. In fact, it may not be possible if you DON'T. Here are my three quick insights into competition. No need to obsess over it, just be happy it's there and use it to move you forward. Justin McGuire Rowen Nadia Astrom Zoe Haydn Jones #competition #founderjourney