A CPG company realized $5 billion of added value after adopting a consumer demand-centric framework for growth.
BCG collaborates to develop a value-accretive portfolio and a detailed plan for growing the brand.
In an era of changing consumer tastes and growing competition, many chief marketing officers and chief executives at consumer packaged goods (CPG) companies don't fully understand how buyers make their choices. Customer segmentation is often industrialized, not based on a consumer choice-based segmentation of demand. One food company found itself confronting these problems and decided it needed to take steps to improve performance.
BCG helped the company with a proven framework to develop a value-accretive portfolio and a detailed plan for growing each major brand. The BCG approach seeks answers to important questions about the current business environment, the right portfolio strategy, and what actions will be required to execute the strategy.
The benefits of BCG’s approach for the CPG company have been significant.
After the plan was put in place, market share for the company rose for the first time in five years.