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FMCG Strategy That Sells with Jayden Kilpatrick
Manage episode 479658025 series 3498409
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Breaking into retail isn’t just about having a great product—it’s about having a strategy that delivers results. In this episode of B2B Inspired, Jayden Kilpatrick shares practical insights from his journey through New Zealand’s FMCG landscape, from supermarket floors to launching his own brand partner agency. He explains why many emerging brands struggle to scale: they focus on surface-level tactics instead of building a strategic foundation that aligns pricing, positioning, and consumer conversion.
Jayden unpacks what B2B buyers in retail really care about, how shelf space is earned (and lost), and why data-driven decision-making is essential at every stage of growth. Whether you're launching a new product or refreshing an existing brand, this episode offers a clear and actionable framework for turning your value proposition into retail performance.
For more B2B insights, ideas and opportunities, head to www.blueoceanagency.co.nz
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Chapters
1. FMCG Strategy That Sells with Jayden Kilpatrick (00:00:00)
2. Meet Roland Leemans (00:00:19)
3. Journey from Retail to Supplier Side (00:01:10)
4. Supplier Collaboration Project Born (00:04:50)
5. Key Challenges for Emerging Brands (00:05:45)
6. Helping Established Brands Refresh (00:07:19)
7. Understanding the B2B Buyer's Perspective (00:10:30)
8. Strategy and Data-Driven Decisions (00:14:10)
9. The Right Approach to Go-to-Market (00:19:23)
10. Where to Find Support and Resources (00:25:57)
11. Episode Wrap-Up and CTAs (00:30:30)
35 episodes
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