Consumer Products Customer Development Case Studies

Title

Implemented Joint Business Planning with Top 4 Retailers using new Category Leadership Foundation.

Client Description

Global/Regional manufacturer of DVD/Blu-Rays. At the time of the project was the #5 player in the Market.

Background

The Home Entertainment/DVD Category was“flat” after years of double digit growth. This represented the largest Category at retailers like Wal-Mart and Target. However, retailers were all commoditizing the Category via deep price cuts. Consumers were also very confused over high-definition/BluRay and overall technology direction (digital download).

Objective

To create a new Joint Business Planning process and capability within the total organization that helped drive stronger results versus competition.

TPG Approach

Created Category Leadership Foundation. Developed and Trained Sales Organization on new Customer Joint Business Planning Process. Cascaded Strategy from Corporate to Functional to Team/Customer Plans as part of annual Customer Planning Process. Linked all tactics to specific Strategies, creating synergy and scale.

Impact/Results

Successfully completed Joint Business Plans with top 4 Retailers by leveraging the new Category Leadership plans. Grew the business by 10% while the Industry was only growing .03%. Also developed new breakthrough consumer-oriented merchandising schemes at Walmart, Best Buy and Target.

Contact Us

Title

Sales Growth Via Strategic Customer Engagement

Client Description

Global Manufacturer of Food products (+$10 Billion).

Background

Large Food Manufacturer in stable to declining categories with a narrow portfolio. Undergoing International restructuring. SG&A and Trade Budgets were out of control. Category seen by many Customers as big, but not relevant.

Objectives

Assess current organization versus Industry Best Practices and develop recommended roadmap for dramatically improving Customer engagement model.

TPG Approach

  • Created Category Leadership foundation driven by consumer and shopper insights.
  • Re-defined category through powerful consumer and market initiatives.
  • Re-engineered all Category and Customer Development processes.
  • Re-structured sales organization around strategic customers
  • Engaged customers in top to top dialogue .
  • Identified and implemented new Customer Development competency program .
  • Created “bring your work to school” training program.
  • Developed and activated collaborative training with Customers to create pilot plans .

Impact/Results

  • Named as Nielsen and Progressive Grocer “Category Master”.
  • Consistent top 3 position in Advantage and Cannondale Surveys.
  • Category growing for the first time in 10 years.
  • Stock doubled in four years since inception of the programs.
  • One page strategic business plans with all key customers .

Contact Us

Title

Global manufacturer of Food products

Client Description

Global manufacturer of Food products.

Background

Medium size, narrow portfolio CPG company operating in an aggressive acquisition environment. SG&A and Trade Budgets were out of control. Industry was consolidating. Customer surveys indicated the need for new sales skills.

Objectives

Assess current organization versus industry best practices and develop recommended Roadmap for implementing needed changes while maintaining the on-going business requirements.

TPG Approach

Organization Performance Model (OPM) was at the heart of all the initiatives. Completed Assessment, followed by Design, then Implementation and on-going Renewal. Key Projects with TPG Involvement.

  • New Sales, Trade Marketing Design & Implementation
  • OGSM to drive clear strategy and alignment throughout the organization.
  • Category Business Planning to reframe the category to customers.
  • Skill and Leadership Training to shift from sales managers to business managers.

Impact/Results

In first year, reduced SG&A/Trade Spending from 16.8% to 9.9% of Sales. Upgraded 20% of the Sales organization. Led Category Business planning at all Key Customers. 1st 3 years of deployment, Sales growth +25% driven by Key Customers +31% while maintaining SG&A and Trade Spending below 10%.

  • Stock doubled in four years since inception of the programs.
  • One page strategic business plans with all key customers .

Contact Us

Title

Global Manufacturer of Food products (+$15 Billion)

Client Description

Global Manufacturer of Food products (+$15 Billion).

Background

Large Food Manufacturer with multiple operating companies. Variable retail execution with variable and uncompetitive retail coverage costs that varied from 1-2.8% of sales.

Objectives

Assess current organization versus Industry Best Practices and develop recommended roadmap for dramatically improving Retail coverage to be more effective and efficient.

TPG Approach

Organization Performance Model (OPM) was at the heart of the design. Completed Assessment, followed by Design, then Implementation and on-going Renew :

  • Developed cross-division organization and business case
  • Created single face to retail customer model
  • Hybrid design
  • Complete design, test and implementation – 2.5 years
  • Innovative financial models to significantly reduce the SG&A
  • Created Best Practice – long term competitive advantage at the POS

Impact/Results

  • Global best practice within this Company
  • +38% increase in Customer contact time
  • +60% reduction in Admin & Travel time
  • 1.5-1.8% incremental volume growth identified
  • Lowest industry cost versus competition – less than 1% of net sales

Contact Us

Leave a Reply