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FMCG Specialist

FMCG Expertise

Tim has 25 years experience in the FMCG industry working for a variety of suppliers to the major supermarket chains in Australia and the UK.

Tim has had a number of category, marketing and sales roles in a variety of categories including fresh, grocery and general merchandise. Tim has extensive experience of head office negotiations with major Australian retailers such as Aldi, Coles, Costco and Woolworths in Australia. Tim also worked in the UK as a category manager for 5 years supplying fresh produce to major supermarkets including Marks & Spencer, Sainsbury’s and TESCO. These roles have included brand management, category reviews, private label contracts and managing business relationships with the retailers. The reviews were completed utilising consumer insights for qualitative consumer research, e.g. focus groups, and quantitative research including scan / panel data (IRI Aztec, Nielsen, TNS).

Retail industry

Areas of expertise

Bowen Consulting offers a specialist category, marketing and sales service for the FMCG industry. A quick overview of services provided includes:

The major supermarkets in Australia (Aldi, Coles, Costco and Woolworths) all have different procedures and policies for ranging products and dealing with suppliers. For example, Aldi normally uses a tender process for private label products and awards a supply contract for 1 / 2 years. Coles and Woolworths will have a category review, normally 6 monthly for most categories. Bowen Consulting can partner with suppliers to explain how to best manage relationships with the major supermarkets in Australia.

If you are new to the industry my blog, An introduction into why Australian supermarket buyers range new products, may be useful.

Due to Australian shoppers demanding ‘value’ plus the growth of Aldi in Australia, major supermarket chains are increasingly ranging P/L (private label) SKUs. The process to supply P/L to major supermarkets is different to the normal category review process for branded ranges. The process will take longer and retailers will ask for more information about your product, such as ingredients, production process etc. Bowen Consulting can partner with suppliers to manage the P/L process from initial submission to ranging to on-going account management.

Category Management can be described as a business model where manufacturers and supermarkets work collaboratively, in long-term mutually beneficially relationships, towards the common goal of maximising shopper and consumer satisfaction.

Bowen Consulting partners with suppliers and retailers to ensure the category management process delivers the potential results. As outlined in my book, Category Management 2020, many people complete a process labelled ‘category management’ whilst still using a ‘trading mindset’. This limits the long-term results for both suppliers and retailers.

If you are new to the industry my blog, Category Management is a way of thinking, will help explain category management.

Bowen Consulting can help demystify digital marketing and help our clients build better relationships with their shoppers online. Whilst online sales are still relatively low in the supermarket industry, shoppers are now influenced by digital marketing. Unlike other agencies, we focus on digital marketing for the FMCG / retail industry. Our expertise is knowing what digital marketing activities can drive sales for FMCG brands.

If you are new to the industry my blog, Digital disruption = sales opportunities for FMCG suppliers, may be useful.

Due to the increasing sales of private label products in major Australian supermarkets expert FMCG advice is required to launch, manage and grow brand sales. Auction sites, such as Amazon, have also created a new route to market for brands that struggle to gain ranging in major supermarkets and/or for suppliers that do not wish to supply the major chains. Bowen Consulting can develop and implement a brand plan to maximise your sales.

For a free initial consultation, or meeting with Tim, my Contact Details . I look forward to talking with you.