Consumer Packaged Goods (CPG) or Fast Moving Consumer Goods (FMCG) are goods that consumers buy frequently like food, beverage, makeup, household products, etc. It is an over two trillion dollar industry in North America. Some of the well-known CPG companies are Coca-Cola, Pepsi, Procter and Gamble, Colgate-Palmolive, Unilever , etc. CPG aisle in store (Source: Wikipedia) It is hard to create a highly differentiated product in the CPG space. For example, soap is soap for most people. Some might want to avoid buying soap with triclosan but it is difficult to make a soap 10x better than an average soap and charge a reasonable price. Or, think of bottled water. There are over one hundred different brands which differentiate based on where the water is from and the packaging. For many CPG companies, half the sales come from WalMart so which retailers carry your products is important. There are mainly five different ways in which CPG companies different...