Super deals in store

By ANGELA McCARTHY

Constant change and innovation is needed to stay ahead of competition in the fast-moving consumer goods industry (FMCG) - that's groceries to you and me.

But the industry is struggling to attract new blood because tertiary graduates tend to see FMCG as staid and static, says Heinz Watties marketing general manager Mike Pretty.

Yet the industry that bought us the Bit-On-The-Side billboards, sexy Paradiso TV ads and Memphis Meltdown icecreams has not done enough self-promotion in recent years.

"New graduates are turning to other industries, like banks and IT, even before they graduate. Marketing toilet cleaner doesn't sound exciting any more," says Mary Sutton, senior consultant, FMCG sales and marketing for OCG Consulting.

The loss of a number of formal graduate programmes because of belt tightening by large corporates hasn't been helping, says Suzi McAlpine, who works in FMCG executive leasing - short-term roles - for OCG.

It's a huge industry, worth about $9 billion in supermarkets alone, and is full of career options. Sales and marketing, for example, involves product development, market research, package design, merchandising and planning.

Gaulter Russell FMCG division manager Jenny Fogden, who has been visiting universities to entice tertiary students into the field, believes some companies need to offer better mentoring, advancement structures and succession planning if they want to attract and retain people.

FMCG recruiters also face a shortage of applicants for mid-management marketing and sales personnel roles, requiring a degree and four to five years industry experience.

Such staff are in high demand in other industries because the FMCG industry provides a strong marketing mix, from product development to launches and ongoing promotions, says Sutton. Yet because FMCG employers are reluctant to hire mid-level managers from other areas, a shortage is occurring within the industry.

The loss of many head offices to Australia has also affected the market by leaving a smaller pool of jobs at general manager and marketing director level in New Zealand.

This ceiling is something to take into consideration if you want to live in New Zealand, says Reckitt Benckiser national account manager Jason Kilworth, who takes care of Foodstuff accounts for the South Island and lower North Island.

"If you want to develop further you have to go over there [Australia] or start looking at other industries here. It is a restricting factor."

However, Kilworth is concentrating on increasing market share for his 300 Reckitt Benckiser products. Marketing is all about influencing people and that is a great challenge, he says.

The bottom line is increased market share, which requires promotional planning and good business relationships, so a national accounts manager must have strong business and marketing ability.

Kilworth's double degree in commerce and arts, and experience in financial services and marketing of alcohol beverages, has him well-prepared.