Attention span and loyalty of traditional customer segments have become unpredictable in spite of increasing budget allocations for promotions through media. Information, Communication and Technology (ICT) enables discovery and creation of new rural customers. However, rural economy is still vulnerable to natural calamities. Public Private Partnerships (PPPs) have their own limitations as substitutes for state intervention and good governance.

In the emerging fluid situation, established management paradigms and learning methodologies need continuous evaluation and analysis of concepts, practices and growth trends. In order to track the impact of rapid changes in all domains of management, we need to leverage all media to upgrade both knowledge and practices of management. CPG Analyst is an attempt in this direction.

Continuous upgradation and refinement of the CPG process through objective analysis is essential for all – students of management as well as industry executives. In fact, becoming a good analyst of the CPG process is a conscious decision for efficient learning and practice of management.