Consumers, purchasing behaviour, brand strategies, distribution, retail power, globalisation, digitalisation. All of these issues – and more – are central topics when working with consumer goods, both durable and short-lived. Depending on the product, the focus of the measures is sometimes toward the consumer, sometimes toward the sales agent. Saturated markets, consumer reticence and hybrid buying behaviour are putting pressure on consumer goods manufacturers. When developing countermeasures, our knowledge of the orchestration of marketing instruments helps us just as much as the multivariate analysis of data-rich consumer information and an experience-based assessment of relationships with retailers.
In our work, we draw on our broad knowledge gained from numerous value enhancement, restructuring and transaction projects in this diverse industry.
