Rethinking fundamentals – the changing role of category captainship

In an article published in Consumer Goods Technology, Infosys thought leader Kishor Gummaraju puts forth key considerations for consumer packaged goods (CPG) enterprises as they shift to online context and persuasion. Viewing these considerations through an omni-channel lens, he explores:

• Strategies and operating models tailored to e-commerce realities
• Rethinking core processes in areas such as demand planning and pricing
• Technology tools that will aid commerce and engagement, offer optimization, and brand consistency

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Published with the permission of CGT

Author

Kishor Gummaraju, VP and Head of Business Insights – Retail and CPG, Infosys

Kishor Gummaraju has over 13 years of experience in CPG, and retail and distribution. He was an operational supply chain manager with a multinational consumer goods leader responsible for procurement and supply chain activities in the chemicals and fertilizer business. Kishor is a thought leader at Infosys and has presented papers at several international forums. He can be reached at kishor_gummaraju@infosys.com