we lived such an exciting and tumultuous period as The society’s transformation, driven by digitalization and globalization, as well as geopolitical and economic forces, is completely transforming many industries and its clients’ consumer habits.

One of these is the mass market and distribution industry. The distribution’s brand, the crisis, new lifestyles, technology, Internet, etc., are obligating the entire industry to undergo transformation.

“The society’s transformation, driven by digitalization and globalization, as well as geopolitical and economic forces, is completely transforming many industries and its clients’ consumer habits.”

we realize how far behind the industry still is in addressing the described challenges from transformation. Though it is true that many companies have already embarked on this path toward transversal innovation, most of them have not even started. In addition, contrary to what many analysts conclude, this is due to a problem of size and not capacity.

Challenges to Face on Digital Transformation

Transforming manual process digitally enable us to fasten all process and decision making due to the detail and the readyness of information. This direction are important to take especially in fast moving consumer goods industry, where the difference of making profit and loss is marginal. Decision made on the right moment, increases the profit of the company. While taking too on making a decision may resuly in opportunity missed.

Below are the common challenges companies must face up to grow sustainably and profitably:

The Marketing Challenge

The goals of marketing remain unchanged, but not the way in which these are reached. It is of vital importance to understand that the customer journey and the new ways and opportunities for connecting with the consumer are very different. Companies must make consumers understand the importance of brands and know how to connect with them, using all available channels.

Promote and look after new channels

Our obligation is not to “be” present in all of the different channels, rather to develop, incentivize and differentiate them to really achieve incremental sales for our companies.

Multichannel Sales Equality

Companies have been working in recent years to understand the sales equality of prices, promotions and discounts offered to their clients. The value chain has become destructured and this requires an exhaustive analysis of the contribution made by each link of the chain. It is necessary to develop a concept of “multichannel sales equality” so a consumer will not perceive incoherence in the price paid for a product depending on the purchase channel or area.


The mass-market sector has sustained itself thanks to exports. If a company truly aspires to grow, all CEOs or business owners of any company must undergo “smart” internationalization. Internationalization is not just exporting. We must understand how consumers behave in the country of origin and what their preferences are to adapt our products, labels, formats, etc. to their demands.

Organizational Model

Another major challenge of this period is the development of organizational models from several perspectives:

  • The organization chart itself. Distinguishing between the actual business and the future business.
  • Including younger employees in our organizations will help us better understand the consumer and “impel” the organization in all of its areas.
  • Get everyone accustomed to multinational environments and less hierarchical, more matrix-like organization charts with common, shared goals.


Innovation ratios have been truly poor in recent years. Despite all of the difficulties, innovation must be a key strategy for any company, we must invest in truly innovative products that entail added value for categories and, especially, for consumers. The perception of innovation should not only focus on the product or format, we must also think about transversal innovation.

Efficient management of Prices and Promotions

In markets with stunted growth, optimizing the positioning of prices and promotions by aligning these with their incremental value and with the strategic role you want your brands to play in the market is the main source for increasing the EBIT that may result.

Generate Value

The mission of any company of the mass market is to increase the consumption of food and beverages to thereby enlarge the market. Before competing, we must together generate value for the sector/consumer to make the pie bigger.