Space ManagementIn the highly competitive world of fast-moving consumer goods (FMCG), the battle for good consumer exposure has never been more intense. Fast moving consumer goods, or FMCG as they are commonly known, are products that constitute the basics of daily life, such as food items, toiletries, cleaning products and beverages. For the purposes of this mission, I will assume the role of marketing manager for a toothpaste manufacturer. The toothpaste market is aimed at all consumers and includes both the low end and the high end of the FMCG market. The winners in the race to sell larger quantities of FMCG products will inevitably be those manufacturers and distributors who are able to secure the greatest quantity and quality of storage space at retail outlets , thus gaining the greatest head space in the consumer's mind. Since the shelf space in a given outlet is entirely owned by the retailer, it is the manufacturer or distributor who is able to present the most compelling value proposition to the retailer who will ultimately take control of the space on the retailer's shelf. Therefore, for our toothpaste manufacturer to succeed in the battle to control the consumer's mind space, we must first succeed in its battle with the retailer to gain sufficient shelf space exposure. From a retailer's perspective, the equation is simple. Storage space is a resource and it must be properly exploited in order to obtain the best possible return. This is called space management and, although it seems like a simple concept, it is ultimately the yardstick by which the retailer's success will be measured. The retailer must carefully take...... middle of paper ...... your company has presented the retailer with a very compelling value proposition, which is actually a win-win situation for everyone involved. The retailer will benefit from their perceived affinity with our quality brand, and their customers will remain loyal and shop at their store. The growing popularity of our products through positive brand reinforcement and increased visibility will provide our company with the “power brand” status we need to maintain our strategic relationships with retailers. Consumers benefit as their needs are met by the increased availability of our full range of products. It is the combination of modern marketing and good space management that allows this type of situation to occur, creating value at all levels of the supply chain and ensuring that our business and our strategic partners maximize their profit potential..