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ConAgra’s Reorganization Of Sales And Marketing Function Is Paying Dividends

December 1, 2009: 04:46 AM EST
ConAgra Foods has spent five years roping in the 100 separate company sales and marketing groups to create a single integrated consumer-centric organization, and the change is paying off, the company says. Four functions that had been more loosely connected were brought together: shopper analytics, category leadership, shopper marketing, and in-store marketing. With three-fourths of that staff in the field working with account teams, the results have led to increased sales volume and profits. This CPG Matters article describes how the new approach led to a successful retail launch strategy for a line of non-refrigerated convenience meals.
James Tenser, "Integrated Customer Marketing Paying Off for ConAgra Foods ", CPG Matters, December 01, 2009, © CPGMatters
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