Growth, Brands and More

In this episode, host Filiberto interviews his long-time friend and mentor, Leon Ramselaar, who has extensive experience in marketing, strategy, and consumer insights within the consumer electronics industry. The discussion delves into the evolution of marketing, consumer trends, and brand strategy, emphasising the importance of insights-driven innovation. Ramsell shares personal anecdotes from his 25-year tenure at Philips, followed by a transition into consulting and investing in startups. He offers critical perspectives on industry challenges such as the rush to release new product versions, the complexities of smart home integration, and the pitfalls of technology-driven initiatives that fail to meet consumer needs. The episode ends with a discussion on the future of consumer electronics, potential technological developments, and the importance of responsibly managed content in the digital age.

00:00 Introduction

01:01 Interview with Leon Ramselaar: Career Journey and Insights

05:18 Challenges and Trends in Consumer Electronics

22:14 Consumer Experience and Brand Impact

23:33 Smart Home Trends and Target Groups

32:03 Technological Pushes and Market Failures

In this episode, host Filiberto speaks with John Kelly about the dynamic world of international marketing, with a particular focus on the food and beverage industry. John shares insights from his extensive career, spanning roles in dairy, beer, and beverage ingredients, highlighting significant shifts in the industry. Key trends discussed include rising consumer demand for product transparency, health-focused beverages, and the blurring of category lines as companies expand into new areas, such as zero-alcohol and functional drinks. They also examine the complexities of market adaptation, the impact of significant price increases, and the crucial need for companies to remain agile and responsive to consumer needs in the face of these changes. The conversation offers strategic insights for businesses aiming to navigate the current landscape and anticipate future developments.

00:00 Introduction

01:01 Interview with John Kelly: Career Journey and Industry Insights

09:51 Consumer Trends and Market Shifts in Beverages

23:31 The Rise of Zero Alcohol Beverages

24:52 Functional Beverages and Consumer Health Trends

34:28 The Future of the Beverage Industry and Market Dynamics

Cross Over Episode! How are market dynamics changing in the Beverage Industry?

Why is beverage striping a fundamental insight, and why should all beverage companies master it?

Second part of my chat with Chris Maffeo on the Maffeo Drinks Podcast.

We discuss the significant shifts in consumer behaviour and market dynamics, including the importance of understanding when and how to adopt new brands, the industry's return to pre-COVID trends, and the impact of on-premise consumption closures.

The conversation covers the rise and fall of different beverage categories, the strategic movements of brands and distributors, and how consumer preferences and cultural trends influence brand success. We also highlight the concept of 'blurring occasions' where consumers switch between alcoholic and non-alcoholic beverages based on the context rather than traditional categories. The podcast emphasises the need for brands to create cultural significance and adapt to changing consumer behaviours to thrive in the current market.

00:00 Introduction

00:16 Industry Trends and Challenges

00:50 Distribution Strategies and Market Dynamics

01:48 Consumer Behaviour and Brand Success

02:16 Post-COVID Market Adjustments

04:51 On-Premise vs Off-Premise Dynamics

16:09 Blurring of Categories in the Spirits Industry

25:17 Emerging Trends and M&A Activity

31:47 Cultural Insights and Rituals

39:51 Conclusion

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Cross Over Episode! Shrinking for Growth is happening across a number of FMCG verticals. And Beverages and Spirits are not immune. Here we explain what it means.

First part of my chat with Chris Maffeo on the Maffeo Drinks Podcast. The focus is on trends and strategies in the spirits and beverages industry, particularly the 'Shrink for Growth' strategy, where companies divest non-core brands to focus on core strengths. Key examples include Campari, Diageo, and Brown-Forman. The conversation covers shifts from economies of scale to economies of scope, the impact of mergers and acquisitions, and the differences in strategy between listed companies and privately owned companies. The episode highlights the changing landscape of the industry and predicts significant transformations over the next 10-15 years.

00:00 Introduction

00:57 Overview of the Spirits Industry

01:40 Shrink for Growth Strategy

02:12 Impact of Mergers and Acquisitions

02:25 Distribution and Market Dynamics

02:52 Challenges in the Spirits Industry

09:31 Listed vs. Privately Owned Companies

10:05 Industry Consolidation

12:08 Distribution Challenges

17:44 Long-term Viability of the Spirits Industry

28:17 Final Thoughts and Recap

In this episode, the host speaks with Vedran Jelaca, co-founder of Shopnosis, a company that specialises in AI-powered shopper research. Shopnosis uses smart glasses to track shopper behaviour in physical stores, offering a detailed and scalable solution to understand what products shoppers see, interact with, and ultimately purchase. The discussion covers the nuances of shopper behaviour that are often overlooked, such as the visibility of products on bottom shelves and the real-world performance of retail media. Shopnosis provides actionable insights to brands, retailers, and agencies to optimise in-store marketing and product placement. The interview concludes with a discussion on the future of the tool, focusing on extending their technology and spreading awareness of their innovative solutions in the market research field.

00:00 Introduction

00:48 Guest Background and Experience

01:21 Challenges in Market Research

03:18 Focus on Shopnosis

04:13 Understanding Shopper Behaviour

07:40 Data Collection and Analysis

14:07 Impact of Retail Media

21:00 Visibility and Shelf Placement Myths

28:18 Optimising In-Store Creatives with AI

32:19 Benchmarking and Future Guidelines

37:33 Challenges in Retail Optimisation

40:05 Conclusion

In this episode, host Filiberto interviews Maciej Grajewski, founder of SG Papertornics, a liquid diagnostic company for craft beverages. Grajewski discusses her journey from academia to entrepreneurship, the development of the core product, Beer-o-meter, and how it helps brewers ensure consistency and stability in their beer. He explains the technology behind Barometer, its ease of use, and the importance of process control in brewing. The conversation touches on the challenges and insights gained from working with brewers, the importance of building trust, and the potential for expanding diagnostics to other beverage types. The episode concludes with reflections on the entrepreneurial journey and future goals.

00:00 Introduction

01:04 The Liquid Side of the Beverage Business

01:21 Meet the Guest: Maciej Grajewski

02:44 Revolutionising Brewery Process Control

09:21 Challenges and Learnings in the Brewing Industry

29:04 Expanding Horizons: From Beer to Other Beverages

31:05 Entrepreneurial Journey and Future Plans

47:23 Closing Thoughts

Reflecting on the Evolution of Fast Moving Consumer Goods: Focus, Clarity, and Strategy

In this episode, we dive into the evolving landscape of the fast-moving consumer goods sector. Reflecting on the significant changes over the past 25 years, from notable mergers and acquisitions to the recent trend of structural simplification and specialisation, we explore how companies are shifting strategies to thrive. The discussion covers the historical context of M&A activities, the move towards economies of scope, and the emerging focus on clarity and deliberate portfolio management. Key examples such as Kellogg's, Johnson & Johnson, and Pernod Ricard illustrate the 'shrink to grow' approach. Additionally, the impact of market dynamics, technological adoption, and the importance of mastering fundamentals are analysed. This episode offers valuable insights for FMCG professionals, emphasising the need for focus, clarity, and consumer-centric strategies in an ever-changing market.

00:00 Introduction and Reflection

00:16 Historical Mergers and Acquisitions

01:58 Shift to Economies of Scope

03:04 Era of Structural Simplification

04:11 Recent Examples of Business Splits

07:47 Focus on Specific Assets

10:05 Operational and Strategic Clarity

14:51 Adapting to New Technologies

19:31 Conclusion and Final Thoughts

In this interview, Filiberto speaks with Brian, a long-time friend and fellow IESE alumnus. Brian shares his diverse, entrepreneurial background, from his early days growing up on a farm to becoming a DJ, venturing into landscape architecture, and eventually starting multiple businesses. He discusses his notable endeavour, Death's Door Spirits, which began as an effort to revive farming on Washington Island, Wisconsin, and evolved into a widely respected craft spirits brand sold nationwide and internationally. Brian also recounts the challenges of scaling the business, including the regulatory complexities and intense competition of the alcohol industry. After selling Death's Door in 2019, Brian shifted focus to mentoring and education, teaching high school business and entrepreneurship classes, and launching Ollie and Oona—a fantasy book series designed to teach kids about business principles. The discussion highlights Brian's philosophy of learning through hard work, creative problem-solving, strategic focus, and building meaningful connections.

00:00 Introduction and Welcoming Brian

01:38 Brian's Early Life and Entrepreneurial Journey

02:56 Landscape Architecture and MBA Experience

05:18 Transition to Entrepreneurship and Distilled Spirits

06:00 Post-Death Door Ventures and COVID-19 Innovations

09:37 Educational Ventures and Writing for Kids

21:04 Future Plans and Strategic Insights

27:05 The Birth of Death's Door Vodka

27:51 Learning the Craft of Distilling

30:21 Expanding the Product Line: Gin

30:50 Scaling Up and Distribution Challenges

31:43 International Expansion

33:55 Building the Distillery

36:01 Reflecting on the Journey

43:48 Advice for Aspiring Entrepreneurs

53:11 Conclusion and Final Thoughts

In this episode, host Filiberto interviews Alberto Duran Sampedro, a long-time friend and colleague from their MBA days. Alberto shares his extensive journey from banking to working in an advertising agency, the pharmaceutical industry, and finally joining his family's luxury jewellery business in Spain. Alberto provides insights on the evolution of the global jewellery market, highlighting a shift from high-end watches to branded jewellery and explaining how digital platforms and the consolidation of brands are reshaping the industry. They also discuss the importance of storytelling, traceability, and sustainability in luxury. The episode concludes with Alberto's thoughts on future trends and potential investment areas within the luxury market, emphasising brands with authentic narratives and emerging markets like Japan, Korea, and India.

00:00 Introduction

01:01 Meet Today's Guest: Alberto Duran

01:42 Alberto's Career Journey

02:17 Overview of the Family Business

04:24 Shifts in the Global Jewellery Market

06:55 The Rise of Branded Jewellery

13:03 Digital Influence on the Jewellery Industry

20:43 Trends and Future of the Luxury Sector

28:04 Balancing Tradition and Modernity

31:26 Conclusion