FMCG Digital Evolution: Enhancing Vision with DX Flywheel Framework for Success

FMCG companies are racing to embrace digital products, but many are stumbling due to a flawed vision. Discover how overlooking key consumer needs is leading to digital product failures and what you can do to avoid this common pitfall.


FMCG Industry Insights

• Accenture found 40% of FMCG digital initiatives fail due to a misalignment with market needs and consumer preferences
• Nielsen reports that 35% of FMCG digital products fail due to an inadequate understanding of consumer behavior and preferences, leading to a lack of vision in product development.

​Due to lack of VISION, a real-life failure of a digital product in PepsiCo


Digital Product: Pepsi True


Problem:

• Launched in 2014, Pepsi True was positioned as a healthier alternative sweetened with real sugar and stevia.
• Within a year of its launch, Pepsi True captured less than 0.5% of the carbonated soft drink market
• However, without a clear digital product vision, Pepsi True failed to gain traction.

Why Failed?

• Despite the initial hype, Pepsi True struggled to compete with established diet soda brands due to unclear positioning and messaging.
• Lack of a user-centric vision led to a product that failed to resonate with health-conscious consumers, resulting in a low market share of less than 1%.

Solution: VISION
How The Coca-Cola Company Used Vision as Dx Solution

• Coca-Cola's digital product: Coca-Cola Freestyle
• Coca-Cola Freestyle, offers over 100 flavor options and has been a huge success.
• By investing in user-centric design and leveraging consumer insights, Coca-Cola Freestyle has captured a significant portion of the beverage market.
• Coca-Cola Freestyle contributed to a 4% increase in Coca-Cola's global revenue in the first year alone (2).
• With a user-centric approach, Coca-Cola Freestyle's market share has grown steadily, capturing over 10% of the fountain dispenser market (3).

Learn from PepsiCo's mistake and ensure your digital product's success with a clear vision and consumer-centric approach!

P.S. Among those strategies, which one will be most affordable for you to apply to your company?



References

• The Future of Grocery of Accenture
• Global New Product Innovation Survey of NielsenIQ
• Beverage Digest
• The The Coca-Cola Company Annual Report
• Coca-Cola Company Market Analysis

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Author Details
John Masud Parvez, Top International Coach and Business Expert 
More Details: 

• In professional career: Top Business Transformation Expert, CIO
• In entrepreneurial life: Founder of VSHR Group
• In passion life: Keynote /Tedx speaker, Professional Coach