Consumer packaged goods is one of Kaiser’s oldest and largest industry practices. We work across a wide range of CPG segments, including Food & Beverage, Household Products, Beauty, Consumer Health & Personal Care, Consumer Durables, and Luxury Goods. Our CPG clients are typically global leaders in their segments. We help our CPG clients put in place the strategic, operational, and financial processes to drive consistent, profitable growth and productivity.
Strategic Growth
In order to meet long-term strategic growth objectives, it is essential that CPGs keep their leading brands growing and healthy, while focusing on building brands in high profit, high growth segments. Growth should be well-balanced across geographies, categories, and channels.
Kaiser areas of expertise:
- Entry into new geographies, categories, segments, value tiers
- Penetration of new channels
- Rejuvenating and re-launching mature brands
- Rethinking / exploding category definitions to unlock opportunities and adjacencies
- Identifying acquisition targets / licensing/ alliances
Winning In-store / Shopper Marketing
Given that >75% of consumers’ purchase decisions are made in-store, winning in-store has become a top strategic priority for many CPGs. To be successful, brands must train marketing activities on the shopper to drive interruption and motivate purchase.
Kaiser areas of expertise:
- Customer value creation in targeted categories and channels
- Identifying and investing in the “right” in-store capabilities
- Mapping consumer and shopper pathways
- Category management and advisorship
Innovation
The pressure to be considered “innovative” is intense and increasing. At the same time, CPGs are challenged to get better productivity from R&D spend in order to meet organic growth goals and increase shareholder value.
Kaiser areas of expertise:
- Developing commercial innovation / idea-led innovation processes
- Creating a systematic capability for disruptive / breakthrough innovation
- Increasing impact of extensions / flankers
- Optimizing the package design process
- Service and consumer experience driven innovation
Productivity
Productivity is an enabler of strategic growth and a key to winning in today’s CPG environment (significant commodity and energy cost pressure). Savings and efficiencies generated throughout the supply chain and across functions can be re-invested to drive consistent top-line growth.
Kaiser areas of expertise:
- SG&A optimization
- Leveraging corporate scale and scope through Shared Services and other approaches
- Supply chain / route-to-market optimization
- Return on marketing investment
- Value chain analysis and initiatives