消費財業界| BCG

消費財ブランドにとってデジタル・トランスフォーメーションは、かねてより必要な取り組みでしたが、今や喫緊の課題となっています。BCGは、クライアント企業の事業と業界を深く理解するところから始め、クライアントが適切なユースケースを見出してデジタル組織能力を構築し、消費者起点のイノベーションを推進できるよう支援します。

Our Services for Consumer Products Companies

Fast-Moving Consumer Goods

Retail Industry

Fashion Industry

Luxury Goods

デジタルの本格的活用は、自社のバリューチェーンやチャネルミックス、より広範な流通エコシステムにおけるポジションに影響をおよぼす大きな取り組みとなります。BCG のコンサルティングは、クライアントと協働して、まずデータ収集とアドバンスト・アナリティクス、 AI 、デジタル・サプライチェーンなどのデジタル施策により、どう価値が創出されるかを定義し、テストし、実証するところから始めます――デジタルをオペレーション・モデルに組み込む前にこれを行います。そして、取引関連業務を自動化するとともに、クロスファンクショナルチームを編成して消費者の需要の変化に対応するために必要となる創意工夫やイノベーションを促進します。

消費財企業が将来への備えを整えるためのBCGの支援

食品から耐久消費財にいたるまで商品ポートフォリオのマネジメントには新たな顧客インサイト手法が求められます。ブランド投資やセグメンテーションの再定義にあたり、BCGのDemand-centric Growth(ニーズ・願望を起点とした成長)アプローチは、それぞれのカテゴリーや特定分野で何が消費者の選択の要因となっているかを解明し、強力な成長ポテンシャルをもつ優位性あるポジションを築く助けとなります。

Digital Marketing

Achieving digital marketing maturity is an industry-wide challenge for the consumer products industry. We help CPG companies integrate digital tools, collaborate with agencies and martech providers, and blend new talent with current staff and external creatives to drive results.

Digital Supply Chain

The CPG industry was once dominated by companies that owned their value chain, but now winners are positioned to tap into a broad ecosystem of external partners. To help CPG companies make this fundamental shift to an external orientation, we start with a clean sheet to determine the functions that partners can do as well or better, and which functions are critical to keep in-house.

Personalization

To reach your consumers, you need to know where they’re looking, how they purchase—and even precisely when they’re ready to buy. Using 360˚ consumer profiles, enhanced by AI systems, and retail partnerships, we can help you create “segment of one” targeting, tailored to specific channels and capable of being scaled up to capture massive market share.

Pricing and Net Revenue Management

Pricing optimizations drive significant impact for CPG companies. We help you fund your own EBIT improvement through brand portfolio pricing, trade terms management, and dynamic pricing that answers the demands of shoppers and ecosystem supply chains alike.

Climate Change and Sustainability

There’s a significant opportunity to make sustainability a source of competitive advantage across the value chain. We help CPG companies rewire decision making to embed sustainability as a core corporate value, linking it to shareholder return.

Our Client Work with the Consumer Products Industry

Amway Chinaはデジタルの将来に踏み出す

Amway Chinaのイノベーションハブ　ジェネラルマネジャーの Ken Li氏が、同社のトランスフォーメーションとビジネスへの目に見える効果について語ります。

A multinational food and beverage retailer, with supply chain organizations across more than 20 markets, engaged us to build a machine-learning algorithm to improve its demand forecast. The project increased accuracy by 4 to 18 percentage points, reduced demand planners’ time by 50%, and returned an additional 0.4% to 0.8% points EBIT.

We engaged with a global personal care company to establish digital marketing centers of excellence in six countries, with staff capable of integrating 3,000 sites and social pages into personalized customer journeys. The company has become an aggressive digital marketer, with more than 50 global digital campaigns delivering, on average, three times the ROI.

A South American electronics and furniture retailer worked with us to create a localized demand forecaster to optimize assortment at more than 1,000 stores. Our machine learning approach leveraged multiple data sets, including geolocational data, to generate demand estimates, creating potential increases of $200 million in sales and $50 million in cash margin.

To embed data-driven marketing at an iconic global brewer, we helped develop cross-functional teams across ten countries that produced more than 50 pilot campaigns over two years. The new marketing effort doubled digital media ROI, reduced cost-per-touchpoint by 30%, and increased offline sales by more than 10% in pilot areas.