Have you imagined a P&G hypermarket, a Unilever supermarket , Kraft foods specialized store, or a Campbell’s mini-market.. ?

Retailers are getting such a strong control over FMCG that in cause is the future of many brands giants. In UK for instance (and many other countries), Tesco, Marks and Spencer and other retailers are having a whole portfolio of products ranging from low priced to premium products, presenting consumers a wide variety of interesting products at the same level of other brands.

Well developed retail stores with only their own brands are leaving no reason to choose others, and new concepts arise on the marketing of these brands and stores, making everything effectively more attractive. The knowledge and connection retailers can have on the consumer is huge.. targeting well which products should be on the shelves and how to market them.

On the side of the consumer, he or she is more rational on this type of shopping, rather than emotional - making some brands more vulnerable. When quality reaches the same point of well known brands, with lower prices or higher added value, their decision changes.

In the future I envision a P&G supermarket. A direct connection with consumers on a physical platform or a effective online shop spurring sales within new channels for this organizations – their own channel.

The cost of implementation could be crucial, the deterioration of relations with retailers would be a major factor, but maybe the cost of today’s profit shrinking is a sign change will happen.

 

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