Consumer goods are the expressions of value chain activities that transform inputs into outputs elegantly packaged for end-user consumption.
Merciless margins mandate value and supply chain optimisation. Barely distinguishable offerings saturate marketplaces. And shifting consumer and retailer demands and expectations make complacency unforgiveable. These have left CPG companies at a crossroads – how to extract the greatest value from consumers while managing end-to-end volatility in less than favourable economic environments.
Operating at least one step removed, CPG companies subject misaligned offerings to aggressive promotions and overzealous distribution, with poor inventory management. Out-of-stocks alleviate the consumer challenge to select brand or retailer loyalty. Retailers, growing their private-label/house-brand offerings, employ a host of mechanisms to secure and retain shoppers. And conflicting category and product branding initiatives confuse consumers and dilute value propositions.
The Path to Success
Marketplace loyalty and differentiation rest with achieving two objectives. The first is to build direct consumer relationships. The second is to balance consumer-led and capability-driven innovation. Capturing profit pockets requires strengthening and expanding channel interests and relationships and establishing long-term partnerships. Success pivots on establishing a shared appreciation of the symbiotic relationship between CPG companies, retailers, and consumers.
With CPG companies being pivotal in satisfying and shaping essential and non-essential consumption patterns and behaviours, here are just some of the ways we help our clients:
- Adopt consumer-centric value creation and delivery postures
- Establish complementary direct consumer relationships
- Architect consumer analytics, insights, and feedback exchange cycles
Do you need help to realise your critical global objectives? See how you can engage us