CAREERS: Comment - Sales principles apply to diverse FMCG products

1996 was my career’s equivalent of the menopause. I returned to Europe after five years with Coca-Cola in Hong Kong and Australia, and before that spells with Dairy Crest and Mars. Chop off my head and FMCG would run through me like Blackpool in a stick of rock.

1996 was my career’s equivalent of the menopause. I returned to

Europe after five years with Coca-Cola in Hong Kong and Australia, and

before that spells with Dairy Crest and Mars. Chop off my head and FMCG

would run through me like Blackpool in a stick of rock.



A head-hunter contacted me about Iomega and eulogised about how the

firm’s Zip drive was the Coca-Cola of the IT sector. Disks versus bottle

tops.



I wasn’t convinced. But retailing principles apply whether it is Mars

Bars or modems, and brands like Microsoft and Sony register as highly as

Kit-Kat and Pedigree Chum. It was time to take notions of per capita

consumption and apply them to consumer electronic retailing.



I have been surprised by the way impulse sales techniques work as well

at pounds 999 as at 99p. However, the pace at which the market demands

new flavours and varieties is awesome.



IT product evolution can be technical and needs to be made accessible to

the least techy PC-owner. Consumer electronic retailing will soon not be

separate from FMCG retailing because every Tesco and Asda will range the

products and integrate them into their consumer proposition.



Gareth Jones is European retail sales director with Iomega.



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