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.



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message