Consumer Goods for Similarweb

The Pitch Deck

Examples

CPG: Consumer Packaged Goods

what to say

what to write

Apparel & Beauty

Durables

FMCG

We are by far the category leader when it comes to understanding the omni-channel landscape.We combine insights on your competitors' performance with online market data—everything from engagement and traffic to conversion rates and on-site search. Our Consumer Goods clients use our data to optimize both online retailer and DTC strategies.

To navigate the evolving e-Commerce landscape, harnessing accurate and comprehensive digital data is not just an advantage—it is a necessity. Similarweb is the #1 tool for understanding the Consumer Goods landscape, providing unparalleled insights to optimize both online retailer and DTC strategies. Stay ahead of trends and drive growth across all channels with Similarweb.

The Elevator Pitch

The Value Prop

Page 1 /3

Consumer Goods

Consumer Goods companies primarily operate on a wholesale* business model, manufacturing & marketing consumer products under its own brand name. They may or may not have a D2C sales channel.Note: CPG is sometimes used to describe FMCG brands, Consumer Goods is all encompassing.

Consumer Goods Industry Data Needs

DataScience

Data

Teams

Departments

Brand Marketing

Land

Expand

ConsumerMarket Insights (CMI) or Strategy

Strategy

Category and/orProduct Mgmt

Category Management

Digital Marketing

Marketing

Performance Mktg & Retail Media

e-Commerce Management

Channel Management & Trade Strategy

Account & Customer Management

Sales

Consumer Goods Departments & Teams that use data

Page 2 / 3

Annual Vendor Negotiations (Amazon), Joint Business PlansWhen brands re-up their relationships with their retailers

AVN, JBP

Retail media investment

Trade Spend

New Product Development

NPD

Where products are sold

Distribution

Page 3 / 3

Units Sold

Velocity

The product's end userThink: the baby eating cheerios (consumer), purchased by the mom (shopper), at Target (customer)

Consumer

The person purchasing the productThink: a mom (shopper) buying cheerios for their baby (consumer) at Target (customer)

Shopper

Retail Partner The business buying goods at wholesale - NOT the end user. Think Target, Nordstrom, Home Depot, Trader Joe's

Customer

ProductThese terms are interchangable

Product, Assortment, Variant

WTF did they just say? consumer goods jargon

Consumer Packaged Goods The term used for FMCG the US, NOT a catch-all for the consumer goods industry

CPG

Introducing Similarweb

How We HelpUnderstanding brand awareness, omnichannel consumer behavior, and competitors' strategy drives effective campaigns

Product fit

Personas

Data UseAudience measurement tools

Pain PointsDifficulty in measuring upper funnel performance and brand awareness across channeIs and benchmarking to competitors If marketers can't get the right message in front of the right audience, then they can't achieve effective ROAS, risking budget cuts and blame for poor sales performance

ResponsibilitiesTop funnel advertising; develop and execute omni-channel/ integrated marketing campaigns to drive brand and/or product awareness and sales. Maintain brand website and product content.

Brand Marketing

Marketing Manager

Campaign Manager

Brand Manager

Digital Marketing Specialist

Sold through drug, department stores, specialty beauty shops, and online platforms

Examples

Sales Channels

Sub-Categories

Product Characteristics

Driven by brand identity and trends, often utilizing marketing and influencer strategies

Business Model

Seasonal and trend-driven items that can vary in price and demand

Clothing/apparel, makeup, skin care, high end wellness products

L'Oréal, Unilever, Adidas

Products related to clothing, cosmetics, and personal care, often trendy and seasonal

Apparel & Beauty

How Coty uses Similarweb

How we helpExternal category and competitive data draws a picture of the market, driving effective strategies

Product fit

Business Manager

Key Account Manager

Sales Manager

Personas

National Account Manager

Data UseFirst-party sales data (Qlikview, BW, SAP). Limited data from customers (retailers), primarily consisting of basic share-of-market.

Pain PointsBalance sales volume, profitability and inventory; manage top line (revenue) and bottom line (profitability) Not knowing where the maximum opportunity lies in the market.Limited data shared by retailers, lack of visibility into the competitive landscape and how products are performing on shelf.

ResponsibilitiesOwn account P&L. Manage day-to-day relationships with customers (retailer) and the ‘buyer’ or ‘vendor manager,’ in mos. Negotiate contracts, range assortment and pricing & promotions.

Account Management

*Consumer Market Insights

How we helpSimilarweb provides the external market view, competitor analysis and consumer behavior insight for effective strategic planning

Product fit

Personas

Data UseMarket research databases, consumer behavior analytics, and competitive intelligence tools to derive insights that shape business strategies. Consumer & industry trends through search, social, and survey data.

Pain PointsCMI: need to consolidate different types of data, to provide a comprehensive view for decision making and monitoringStrategy: Consolidating dispert data sources to develop a reliable market view

ResponsibilitiesCMI: Analyze consumer and market data to be used by other teams for decision making.Strategy: Use consumer and market data to inform growth and acquisition strategy.

CMI* or Strategy

Strategy Analyst

Shopper Marketing Manager

Market Research Analyst

Consumer Insights Lead

Budget owned by sales, campaign execution owned by marketing

How We HelpBenchmarking advertising effectiveness against competitors and keyword research facilitates effective camapaign targeting

Product fit

Personas

Data UseDigital advertising platforms, performance analytics tools, A/B testing data

Pain PointsBudget Allocation Issues: Ongoing competition for budget, compounded by lack of clarity regarding KPIs and R&Rs.Lack of competitive analysis, benchmarking and consistent metricsData Access: Significant amounts of digital data is necessary to execute campaigns effectively.

ResponsibilitiesData-driven advertising generating leads and driving sales through pay-per-engagement campaigns, including retail media. Often involves collaboration with external agencies.

Performance Marketing & Retail Media

Digital Marketing Manager

Head of Performance Marketing

Retail Media Lead

Performance Marketing Manager

Data Use Leverage digital data for campaign planning and segmentation, consumer sentiment, brand health, and brand awareness.

Pain Points Struggle to measure the effectiveness of marketing campaigns. Need better insights into consumer behavior to inform strategies and media mix modeling.

Responsibilities Manage online and offline marketing. Create brand awareness and drive overall consumer demand; develop marketing strategies, brand & product collateral, and advertising campaigns. Conduct market research.

Marketing

How we helpExternal category and competitive data draws a picture of the market, driving effective strategies

PLEASE READ:Each channel manager works on a different channel (a combination of retailers). We must customize our outreach, demos, and collateral to align with that individual Channel Manager's P&L.

Product fit

Sales Strategy Manager

Channel Development Manager

Trade Marketing Manager

Channel Marketing Manager

Personas

Data UseInternal dashboards and tools to track sales performance across channels, also leverage traditional market research reports.

Pain PointsCannibalization: Segregate competitive landscape by channel.Product Assortment: Define optimal products and pricing per channel. Avoid channel-conflict and define exclusivity of products.Data Access: Consistent market view across retailers (customers).

ResponsibilitiesBalances channel strategy across a number of retailers within their defined scope, for example Grocery Retailers or Distributors

Channel Management & Trade Strategy

Available through mass retail, specialty stores, online retailers, and direct sales

Examples

Sales Channels

Sub-Categories

Product Characteristics

Emphasize quality and durability, often with higher margins and longer sales cycles

Business Model

Higher-cost items that are durable and not purchased as frequently

Electronics, appliances, furniture, home & garden equipment and tools

Whirlpool, Samsung, Sony

Goods that are more expensive than FMCG and intended to last for several years

Durables

How Zwelling uses Similarweb

Introducing Similarweb

Data Use Rely on market research reports, business intelligence tools, and competitive analysis platforms to inform strategic decisions. Consumer & industry trends through search, social, and survey data.

Pain Points Grapple with aligning short-term actions with long-term goals; require comprehensive data to evaluate new opportunities effectively.

Responsibilities Focus on long-term planning and market positioning by analyzing industry trends and the competitive landscape to develop strategic initiatives. Additionally, create alignment across functions by establishing clear focus areas that guide organizational efforts.

Strategy

Data Use Sales, marketing, and supply chain data, alongside customer and market research data, relying on both internal and external souces to build comprehensive data sets.

Pain Points Data silos and quality issues hinder holistic views and accurate insights. Securing data, finding talent, and translating insights into action are persistent challenges, especially amidst rapidly changing market conditions.

Responsibilities Gather and manage diverse data, ensuring accuracy and building robust infrastructure. They analyze this data to provide insights through reports and predictive models, driving data-driven decision-making and process optimization.

Data

Jessica Fischer cold call with Beam Suntory

Aaron Coury cold call with Acklands-Grainger

Watch it done well

How We HelpProduct level analytics (sales/ purchases / pricing) rolling up to category and market size facilitate successful product launches and increased category P&L

Product fit

Personas

Data UseInternal sales data and online research to analyze competitor products. Historically, there has been low usage of digital data, but this is changing with the growth of eCommerce.

Pain PointsLimited visibility into market size and market share Detailed product and pricing data are hard to find, along with insights into consumer trends and pain points

ResponsibilitiesManage a category portfolio and launch new products. After launch, channel managers and eComm managers take over for their specific customer segments. Oversee product portfolio strategy, pricing bands, and closely monitoring competitor offerings.

Category and/or Product Management

Product Manager

Product Commercialisation Manager

Category Development Manager

Category Manager

FMCG is the common term in Europe. In the US, CPG often refers exclusively to FMCG.

Sold through mass retail, supermarkets, convenience stores, and online platforms

Examples

Sales Channels

Sub-Categories

Product Characteristics

Focus on high-volume sales with lower price-points, relying on quick turnover

Business Model

Low-cost, high-turnover items that require frequent purchase

Grocery, pet supplies, health, personal care and household supplies

Coca-Cola, Unilever, Nestlé

Fast-moving consumer goods that are sold quickly and consumed frequently.

FMCG: Fast Moving Consumer Goods

How DANONE uses Similarweb

ERP: Enterprise Resource Planning System (more common than CRM)

Data Use Mostly access first party data through internal sales analytics platforms and ERP*/CRM systems. Use some traditional reports from market research companies.

Pain Points Struggle to understand market trends and consumer preferences; often lack comprehensive, granular (below category level) data for decision-making.

Responsibilities Take products from central/global category managers and sell them in their market. Own their market/ territory, are closest to the customer (retailer), and set pricing for products in their market.

Sales

How we helpSimilarweb provides a complete and accurate view of the external market, competitor analysis and consumer behavior. All data is available in raw data feeds.

Product fit

Personas

Data UseThey utilize sales data, website analytics, social media data, and market research, including brand-specific data like online search trends for product lines, and competitor website traffic.

Pain PointsThey often grapple with fragmented data silos across various systems, and face challenges in effectively communicating complex analytical findings to non-technical stakeholders for practical implementation.

ResponsibilitiesData science teams develop predictive models for demand forecasting, optimize marketing spend through analysis, and uncover consumer behavior trends to inform business strategy.

Data Science

Data Engineer

Data Governance Manager

Business Intelligence (BI) Developer

Data Scientist/Analyst

How we helpAccess to audience behavioral data and competitive strategies facilitates effective media planning

Product fit

Personas

Data UseAudience measurement tools

Pain PointsCampaign Localization: Tailor campaigns to local audiences for better engagement.Audience Building: Identify and target the right audience to maximize brand reach.Channel Monitoring: Monitor social media, search, and email for real-time insights and optimization.

ResponsibilitiesTop to middle funnel advertising; develops and executes digital campaigns to drive brand/product awareness and sales.

Digital Marketing

Digital Marketing Manager

Media Manager

Campaign Manager

Marketing Manager

Data Use Utilize internal sales data and online research to analyze competitor products. The traditionally low usage of digital data is changing with the growth of eCommerce. It's essential to stay informed by tracking consumer trends and industry data to adapt to market changes.

Pain Points Struggle to accurately forecast demand and manage stock levels. Insufficient visibility into market size and market share. Need for more granular data (product and pricing) to make informed category decisions. Limited insight into consumer trends and pain points, which are essential for identifying the right products to launch in the market.

Responsibilities Own a category portfolio, responsible for bringing products to market (new product launches). Product ownership is then taken by channel managers and ecommerce managers for their specific customer set. Category Managers own product portfolio strategy, price bands, and closely monitor competitor ranges.

Category Management

Budget owned by sales, campaign execution owned by marketing

How we helpExternal market data and understanding of how shoppers move across online channels drives effective strategies

Product fit

Personas

Data UseD2C: website analytics, e-comm metrics, and customer journeyMarketplace: external tools for market share, competitive intelligence, KW analysis and Digital Shelf analytics

Pain PointsCreates disruption with existing retailers in terms of pricing, assortment, and cannibalization.Fast pace of eCommerce requires agile operations, and more advanced competitive insights.

ResponsibilitiesP&L ownership for D2C and marketplace (pure players) management. In D2C, all stakeholders are internal, while in the marketplace, stakeholders include both internal and external parties.

eCommerce Management

Head of eCommerce

eCommerce Analyst

eCommerce Category Manager

eRetail Lead

Jessica Fischer cold call with Beam Suntory

Aaron Coury cold call with Acklands-Grainger

Watch it done well