Client Description
Narrow portfolio multi country CPG (food) company
Background
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International restructuring
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SG&A and Trade Budgets were out of control
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Category seen by many customers as big but not relevant
Objective
Assess and re-engineer all Category and Customer Management Processes to drives sales and profits.
TPG Approach
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Category Leadership foundation based on consumer, shopper insight
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Re-defined category – powerful consumer and market initiatives
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Re-engineered all Category and Customer Management processes
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Engaged customers in top to top dialogue
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Re-structured sales organization around strategic customers
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Identified/implemented Customer Management competency program
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Created “bring your work to school” training program
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Collaborative training with customers to create pilot plans
Impact/Results
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Named as Nielson and Progressive Grocer Category Master
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Consistent top three position in Advantage and Cannondale Surveys
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Category growing for the first time in 10 years
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Stock doubled in four years since inception
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Re-structured sales organization around strategic customers
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One page strategic business plans with all key customers