McKinsey & Company - Marketing & Sales Practice - Case study

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Over the past 2 years, McKinsey has completed more than 1,000 projects across key marketing and sales disciplines, spanning a wide range of industries including consumer packaged goods, financial services, high tech, industrial, retailing, telecommunications, and pharmaceuticals. The McKinsey Marketing & Sales Practice is engaged in work that covers a wide variety of issues for a broad range of companies. We have provided examples of our experience and impact in key marketing disciplines – click on a specific capability below to view.





Branding A consumer durables manufacturer wanted to better leverage its brand to break out of a period of flat growth.
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Customer Insights We helped a consumer goods manufacturer better understand customer price sensitivity, putting an end to a downward spiral in industry pricing.
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Customer Loyalty We helped a large, multiformat retailer and credit card issuer reduce downward migration by 20 to 30 percent for its highest-value customer segments.
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Customer Relationship Management With our help, a leading retail bank boosted the effectiveness of its cross-selling programs with no significant organizational changes.
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Marketing Organization and Capability Building Our client, a telecommunications firm, needed to restructure its marketing and sales organization to match a rapidly evolving industry.
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Marketing Spending Effectiveness A leading brokerage firm wanted to focus limited marketing investments on key segments and geographies.
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Marketing Strategy In a recent initiative for a packaged goods manufacturer experiencing slowing growth, we uncovered latent process and relationship benefits that became the foundation for a new category strategy.
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Pricing We worked with a printing company to revamp a cost-based pricing strategy that was winning unprofitable business and putting downward pressure on industry-wide price levels.
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Sales and Channel Management A specialty chemicals manufacturer had built its sales model around 90 highly technical outside sales representatives, but was ready to expand beyond this limiting sales model.
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