Achieving success in the dynamic consumer products sector presents new challenges and opportunities for today’s companies. In mature markets, companies must balance how they invest and spend to help maintain their brands and customer base against the lure of spending deeply to build businesses in emerging markets such as China. This, coupled with demanding and sophisticated retail partners and new, developing communication platforms in the wireless arena, creates a host of questions and issues that marketers must address, in addition to the ordinary day-to-day issues of achieving growth and optimizing costs.
Kline’s dedicated Consumer Products team is well versed in the key business issues facing CPG clients across the globe. We combine our depth of industry knowledge with our management consulting services in strategy, supply chain, technology, and CRM to answer key challenges put forward by senior managers. We can employ a variety of tools based on the need of a particular client, ranging from consumer focus groups to strategy development with a company’s leadership team. We can also help clients benchmark their performance against their key competitors, including detailed P&L development. This is often a key deliverable in our strategy support work to aid in developing growth plans and related investment requirements.
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Intelligent Insight:
Value Disciplines in the Cosmetics and Toiletries Industry
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| About 10 years ago, Treacy and Wiersema wrote a seminal book, The Discipline of Market Leaders. They described three "Value Disciplines," or key ways in which value is created: through product innovation, operational excellence, and customer intimacy. In the cosmetics and toiletries industry, we have seen this play out over time: the wave of product innovation in the 1960s and 70s; the focus on operations in the 1980s and early 90s; and from the mid-90s an increasing shift towards getting closer to the customer. As we move towards 2010, sustaining value through customer intimacy won’t just require new approaches to sales and marketing. It will also require a customer-centric view encompassing strategy, operations, culture, and organization.
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Consumer Products Client Success |
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View All Consumer Products Successes >> | View All Client Successes >>
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