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Topic: Branding

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Cpg Experience?

Posted by Anonymous on 250 Points
This is probably a dumb question, but......I have an extensive background in sales and worked in marketing as a one man department along with running the sales department. I am trying to get back into Marketing and Promotions and have been asked by several recruiters if I have CPG experience. Can someone please explain to me what this is?

  • Posted on Accepted
    The only CPG I know is...

    Consumer Packaged Goods

    Good luck with the job hunt...
  • Posted on Accepted
    I personally don't have CPG experience so I may not be the best person to answer this. But I'm up in the middle of the night and I'm probably a lot like you so here goes...

    CPG is "Consumer Packaged Goods", and refers to companies such as Proctor & Gamble (P&G), Kimberly-Clark, Nestle, i.e. companies that manufacture and distribute packaged goods to the consumer market. P&G is the ultimate CPG company and basically invented the concept. CPG companies are often recognized as being the world's best marketers.

    Generally, hiring companies like CPG experience because CPG companies are so good and so disciplined at marketing, especially brand management and product management.

    CPG experience suggests that you have a rich, thorough background in understanding consumers (e.g. how to segment them, identifying needs, what makes them buy) and that you have a disciplined approach to marketing (e.g. good market research skills, how to write a marketing plan, how to create unique sellng propositions, understanding of how to package, knowledge about trade marketing, how to run test marketing programs and trials). It generally also means you understand product and brand management extremely well and from the perspective of a CPG company.

    Sometimes I've met people with CPG experience who are more like "suits" (or large company politicians) but in general, most CPG'ers are extremely smart and capable. They have learned to focus on the customer relentlessly and they can offer a lot to companies who need more customer focus.
  • Posted by Sharon on Moderator
    Hello all. I am closing this question. This is standard procedure when
    the question author gets busy and falls out of the conversation for a
    while – or doesn’t understand the procedure for closing.

    Thanks, so much, for participating!

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