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Revenue Growth Management

Profit margins for consumer-packaged goods (CPG) players are shrinking, battered by such forces as price volatility and channel disruptions, including shifts to e-commerce and direct-to-consumer sales. BCG helps CPG companies fight back by revolutionizing their approach to revenue growth management.

非常に競争が激しい市場では、消費財のプロフィットプールの20%~40%を失うリスクがあります。消費財(CPG)日用消費財(FMCG)業界の多くの企業は、トップラインとボトムラインを強化するため、レベニューグロース・マネジメントを導入し始めています。こうした企業はまた、ネットレベニューを増加させるために必要な組織能力を自社で構築するよう尽力しています。

では、レベニューグロース・マネジメントとは何でしょうか。レベニューグロース・マネジメント(別名、ネットレベニュー・マネジメント)は、単なるプライシング・プログラムの一つではありません。むしろ、これはネットレベニューを管理する非常に賢明な方法で、オペレーションや生産の資金を賄うために欠かせないものです。レベニューグロース・マネジメントの成功は、包括的でCPG/FMCGに特有のアプローチをとるか否かにかかっています。

レベニューグロース・マネジメントへのBCGのアプローチ

BCGのレベニューグロース・マネジメントへのアプローチは独特かつ包括的です。これにより、クライアントは次のような問いに答えることで、価値ある機会を発見できるようになります。自社の顧客は誰か。顧客の購買行動の中で、自社のブランドはどのような役割を果たすか。自社と自社の取引相手である小売企業は、どうしたら創出された価値から得られる利益や便益を最大化できるか。

Our framework hinges on three key elements:

  • Strategy. We start by helping clients craft the right net revenue management strategy—one that reflects the need to tailor and execute revenue growth management actions by market. Our revenue management consultants bring localized expertise to create such strategies for a wide variety of markets.
  • Levers. We deploy five levers in concert to translate clients’ net revenue management strategy into actions that can swiftly improve performance and unlock new value.
  • Enablers. Our revenue management consultants know that decision-support tools account for just 10% of a client’s success in net revenue management; the other 90% stems from strengthening key capabilities. For this reason, we reinforce our approach to net revenue management in CPG and FMCG with five enablers to help clients build the revenue growth management capabilities vital for ensuring ongoing success.

Why Clients Choose BCG for Revenue Growth Management

Our net revenue management consulting teams work shoulder-to-shoulder with clients to design and implement new methodologies and tools and to rapidly deploy revenue growth management actions to deliver bottom-line impact. And from day one of each engagement, we focus on enabling clients to build the capabilities that are vital for maximizing net revenue—long after the engagement ends.

To achieve this, we bring deep industry knowledge and unparalleled data analytics capabilities to each engagement. Our qualifications for net revenue management in FMCG and CPG include in-house expertise in digital technologies, advanced analytics, and AI. This includes BCG GAMMA, which provides world-class machine-learning algorithms; BCG Platinion, which helps clients develop a single source of truth through integrated and rapidly updated datasets; and a set of digital innovation and immersion centers.

 

レベニューグロース・マネジメントにおけるBCGのクライアント支援事例

 

Raising Revenue Growth Management to the Next Level

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We augment our core approach to revenue growth management with next-generation capabilities. For example, through the sophisticated use of AI and advanced data and analytics, we help clients develop decision support tools that enable frontline teams to tackle their toughest net revenue challenges.

CPG companies that excel in net revenue management can move from merely identifying net revenue challenges and opportunities to predicting them and taking action. And as AI enablement and machine autonomy increase, the need for manual intervention decreases—boosting efficiency and effectiveness.

Our Latest Thinking on Net Revenue Management in CPG and FMCG

Meet Our Revenue Management Consulting Experts

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