Greg Thain – FMCG: The Power of Fast Moving Consumer Goods

fmcgFMCG: The Power of Fast Moving Consumer Goods is an extensive study of 18 well-known and powerful companies behind countless brands of Fast Moving Consumer Goods. Coca-Cola, Colgate-Palmolive, Danone, Dean Foods, Estée Lauder, General Mills, Heinz, Henkel, Kellog’s, Kimberly-Clark, Kraft, L’Oréal, Mars, Nestlé, Procter & Gamble, Pepsi, Reckitt Benckiser and Unilever all have a chapter devoted on their roots, ownership, structure, growth cycle until the ’90s, and recent developments since then. 625 pages of details, backgrounds, inner workings and external influences. The book reveals surprising insights on the effects of family business gone public, cyclical diversification and divestments, marketing hits and misses, core business and wild excursions far beyond the vision of the founding fathers.

You’ll learn the origins of e.g. cornflakes, detergents, yoghurt desserts and Coca Cola. Products that survived for centuries, companies established in the 19th Century, swapped for billions nowadays, serving the planet. The FMCG is a fascinating myriad of influential companies and marketing power, shelfpower and airtime for commercials are two strong visible elements. The book’s simply too comprehensive for a single reading. Students and professionals in marketing, business development, organizational theory and production management, really will benefit from the book.

There’s a dedicated website on and a Youtube channel featuring introductions to every company covered in the book.
About the authors

Greg Thain has over 40 years’ experience of developing businesses, multiple fund raising and public flotations. Experience in marketing, market research, internet/tech, real estate, investment property funds, publishing and consultancy with a focus for the last 22 years on the emerging markets.

He has Russian real estate involvement over the past 22 years. Introduced the first significant international bank loan of $500M to a Russian developer in 1995. Took the founder of Raven Russia to Moscow, helping raise the initial $300m/purchase initial industrial site/project for $74m. In 2007/8 organised a property investment fund of $180m.

Thain is a frequent speaker throughout Europe and Asia on markets, retail, internet and other developments across these sectors. Keynote speaker at the first HP conference for 5 years in Asia (Macau, autumn 2013). Presented Key Trends in Internet and Retail Worldwide to the leading 450 retailers in Asia/Greater China.

Storewars. The Battle for Mindspace and Shelfspace was written and published in 2012. The Power of Fast-moving Consumer Goods, a history of the world’s 18 leading consumer-facing companies, written and published in May 2014. E-Retail. Zero Friction in the Digital Universe, due to launch in July 2014.

Greg Thain developed a number of original products in the 1980s and 90s: What Mortgage magazine, the original mortgage advice magazine, What Investment, What Finance, What Video, and Popular Video at the forefront of the video revolution. In excess of 20 newspapers, magazines and journals including The British Investors Database, the original compilation of all investors in the UK. Launched the original Local Radio Awards, first awards to the UK local radio industry.

John Bradley held international marketing positions in Cadbury for 24 years before becoming a consultant and writer. John has authored two business histories, Cadbury’s Purple Reign, and Fry’s Chocolate Dream, and co-authored along with Greg Thain an update of the book Store Wars. John now lives and works in Canada.

I received a free review copy of the book from Greg Thain himself to provide you my personal impressions.