As demand slows in mature markets, consumer-product manufacturers face a host of new challenges. The economic crisis has profoundly changed shoppers’ behavior: buying has become more rational and less impulsive. This behavioral change is not limited to low-income consumers, but affects all segments, limiting ways for retailers to create value. At the same time, consumers are becoming increasingly digital and opportunistic—and less loyal. How can value be created in such an environment?
As both a sales channel and a source of product and price information, the growth of the Internet—especially mobile Internet—is turning consumer habits upside down. The Internet and social media are also transforming communication. How can consumer-product manufacturers make the most effective use of this multitude of channels?
Retail channels are also changing fast: the hypermarket format continues to suffer and hard-discount stores’ growth seems to be leveling out. At the same time, other formats—like drive-through supermarkets, local stores, and Internet—are surging ahead. How should a company position its products in these channels to make them omnipresent? How should it negotiate with retailers?
Faced with margin pressures, consumer-goods manufacturers must also rationalize their cost structure. How can they optimize their value chain?
In response to all these questions, our Consumer Packaged Goods Practice has developed the capabilities, expertise, and tools needed to assist our clients in meeting today’s challenges: What is the best price-promotion mix? What is the best digital marketing strategy? How can sales-force organization be optimized? How can ROI on marketing efforts be maximized?
Our Consumer Packaged Goods Practice is the leading consultancy for the industry in the world. Each of our 212 partners—15 of whom are in France—specializes in a part of the value chain or subsector. By drawing on our global network of experts and working in partnership with top specialists, we are able to offer our clients the best possible advice and tailored solutions.