Courage

Fight for success is getting tougher. Retailers and manufactures are carpet bombing consumers with promotions. As a result, austerity measures have not quite had the effect in the FMCG market that was generally expected from them. The question is, how long can this go on? When will the reduction of demand be felt in the FMCG market? I do not believe that it will be equally tough for everybody. Courage will be needed to make brave decisions, to break old habits and to use new tools. A year from now, it will be interesting to see how successful companies have changed their old ways.