Our Masters in Marketing students got a special treat in their Global Marketing Strategy class this week: A guest lecture of Roeland Heitz of Fazer, Finnland - including a lively after-class discussion at the marketing department. Roeland lives and breathes sales in the FMCG sector. He shared readily applicable insights into how to bring FMCG brands like Coca-Cola “within arm’s reach of desire” (Robert Woodruff), explained what the „one = none“ rule or the "eye-level = buy level“ rule mean within a retail setting, and how brands growth deep and broad within retail settings. Should you ever find Fazer's new caffein-boosted smoothy „Froosh“ on a shelf, try it!