Consumer Goods

Challenges for the industry

The competition in the consumer goods industry is becoming tougher and taking on international dimensions. Retail is assuming a more important role, and the battle for limited shelf space determines who will have access to the consumer. Concepts such as "everyday low pricing" (in place of traditional "special offers"), ECR (Efficient Consumer Response), key account and category management, and brand value and brand revival are continuously being tested. And the Internet will have an enormous influence on marketing and distribution, though the impact can not yet be measured. Pricing policy and the proper management of segmentation, brand positioning and "value-to-customer," are fundamental requirements as the balance between quick adaptation and continuity is becoming more difficult.

Solutions through Consulting Services

In the consumer goods industry, we concentrate on the following issues :

• Segmentation, positioning, competitive strategy (including brand)
• Pricing and value-to-customer
• Distribution channels, especially in connection with pricing and sales incentives.
• We base our recommendations on concrete quantitative analyses, using tools such as conjoint measurement, multidimensional scaling or causal analysis. Our decision support models make it possible to accurately predict the effectiveness of marketing decisions. We support you in the implementation process and follow up on the results.

Project examples

• Strategy for a food company
• Advertising effectiveness and pricing analysis for a household cleaner
• Price positioning for brand items
• Sales force and distribution strategy for over-the-counter drugs

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