I talked about the differences between customers and consumers the other day. My long term mentor saw the post and share his input with me. As it’s Friday, I would then like to share his thoughts with everyone. He is an expert in many things and retail marketing is one of them.
“In multi- national FMCG, Pharma etc, customers are the trade like Coles, Woolis, Target etc. Consumers are the individuals making the purchase decision. And users are the individuals consuming the product. So in your examples, a Toy might be bought in Target. Target is therefore the customer. The consumer is the purchaser (Mom, Dad, Friend, Uncle etc.) and the kid is the user. While companies use other terms, it is usually always the same 3 stage marketing process. Trade Marketing is a big and real department in FMCG. It involved category management, shelf planograms , merchandising and most importantly pricing and promotional pricing implementation. Consumer Marketing is focused on brand developing and creating demand. And in the case of kids as users, driving pester power is a key strategy. “
Great insight! Thank you so much.