An overview of the
Consumer goods companies covering a wide product category, and presents a variety of shape and size.Such companies may involve multiple brands or department, target consumer groups, geographical and distribution channels, therefore is more complicated, to make strategic decisions, usually has certain challenging.Market factors worth considering the following:
- Market channel types are facing massive disruptive change.E-commerce permeability increasing, electricity and O2O giants, such as amazon, pay treasure, tencent and jingdong increasingly powerful, business model and demographic change, update consumption hot spots, rich consumer information and consciousness enhancement, high-speed development of science and technology (such as "AR" augmented reality technology and virtual reality technology "VR").
- The pattern of the channel is also changing, forcing many consumer brands to adjust its marketing strategy, less from the distribution of productivity, and formulate strategies directly to consumers, but often do not have such strategy within an ability and professional knowledge.
- Brand status and influenceHave evolved.Nowadays, consumers increasingly able to meet the demand of precision and reliable "professional" brand, and less to "allow" the brand outside its core development.For a strong brand appeal has waned, and instead of the original brand and other popular brand value for consumers to reduce consumption brings more choice.This makes any brand consumer goods companies is necessary to take a hard look at their brand positioning, to ensure that the location is appropriate and attractive.
L.E.K. combined with deep industry knowledge, insights and advanced analysis method based on the facts and find solutions to complex problems, helping management to build up confidence, in a fully informed of the condition for strategic action.Consumer goods companies to cooperate with us, strategies promote the development of the company, to create competitive advantage, to discover the chance of create profit and value, reduce risk.Our method is very objective and based on the fact, but we also special care to the management team at the appropriate time to participate in the whole process, to ensure that the project direction remains the same.
How can we help
Whether large or small emerging brand global companies, consumer goods companies are often resort to us the following aspects:
- Accelerated growth:The core of our strategy is focused on growth, growing guide consumer goods companies choose the right direction, activation strategies to bring actual achievements prominent achievements.We can adopt different strategies to cope with this challenge: for example, according to the Edge, the Strategy ® (Edge advantage Strategy) to evaluate opportunities and strategic market positioning principle, based on in-depth study of consumer psychology and behavior and brand positioning clearly defined "licensing" areas with the highest strategic value, the rigorous market evolution framework, as well as the business case and scenario analysis.
- Determine the brand positioning and strategy:We think that should establish consumer driven strategy must be to the values of the main target consumer groups, on the basis of the comprehensive understanding of consumer behavior and consumer motivation: what they value, what is the performance of them in the purchase process, what is their decision drivers.Firmly aimed at your target consumers to brand positioning, and use the right way forward.We have deep analysis ability and years of industry experience, thus able to provide customers with the right strategic framework and guidance, help them correct focus on brand, create a higher value.
- Formulate appropriate channel strategy:By clearly defined the role of each channel segment, rules, and related strategy, we help customers to solve the complicated problem.In this process, we provide customers with various channel strategy, including whether to adopt a particular channel, how to improve the sales and profit efficiency of the distribution, based on the development of traditional channels and digital channels of distribution for restructuring, distributors and market strategy, develop or improve readjust DTC marketing strategy directly to consumers, defines the number of overall and e-commerce strategies.
- Create value of trade:At every stage of the trading cycle (from evaluation, due diligence, integration to growth plan), we have to provide support for the customer.We have done to help consumer customers billions of dollars worth of transactions, including mergers and acquisitions, joint ventures, partnerships, and asset stripping.
Successful cases
We have helped many company profit growth, get rich rewards.
- The transformation of growth strategy:A does not contain gluten food manufacturers need to discover the real market opportunities, and set how to rapid growth, and create the biggest value of strategic planning.L.E.K.结合基于事实的分析和深厚的行业知识，明确可获取的的市场机会，并制定策略，推动该组织在其旧有思维模式考虑的范围之外寻求成长机会。我们所定义的增长路径打开了一个基于新品类和渠道拓展（转型至自然渠道之外，进入大型传统渠道）的巨大但又完全切实可行、合理的增长机会。 考虑到内在固有的复杂性和风险，这种方法微妙而又精确，最终使得该公司的估值增加了500%，而该品牌也成为美国发展最快的食品品牌。
- Product innovation:A leading feature of mattress manufacturers need to develop a strong pull brand appeal to consumers, to regain market share.L.E.K.基于广泛的消费者调查、访谈、焦点小组和联合分析等缜密的消费者研究，对消费者的期望和需求进行了大量消费者驱动型探索。我们与客户合作，以建立新的产品概念。我们进一步与广告公司合作，以建立明确的品牌承诺和相关的品牌战略和活动。我们还针对市场上经销商的经济利益建立了精确的模型，由此可以直接导出新产品渠道推出顺序和渠道谈判策略。新开发的产品已被视为行业内重要的“市场赢家”。
- Consumer oriented growth strategy:A mature global footwear company commissioned L.E.K. assist in developing its flagship brand growth strategy.Need to solve the question is: whether the brand has reached its peak and should maximize the "squeeze" surplus value, or if there is still substantial development path and should be vigorously.We carried on the thorough investigation to consumers, to define the relevant market of consumer groups, and how to accurately determine customer brand positioning, according to the key segment of the market where there are the correct brand mismatch, and how much the key market segments where exists and growth opportunities.We should also give priority to take the key to growth.Through our work, the whole company to consumers have a unified understanding of paving the way for growth plan.The plan to promote the further investment, make the brand in the industry's top brand of growth.
- Pricing and promotion strategies:One of the leading vitamins, minerals and supplements the company needs to rethink its pricing and promotion strategies.Their current pricing strategy does not agree completely, and the company's overall strategy and there is no clear relationship between market pricing method.In addition, the heavy on promotion in the market, not to give clear information to consumers.L.E.K.与客户跨职能团队开展紧密合作，并采用深度数据分析以及竞争力和渠道分析来解决一系列的定价问题。我们提供了一个精密的、一流的定价框架和相关规则，直接带来了约2000万美元的效益。
- Emerging market entry:A leading brand in Asia is seeking its profit opportunities in one of the world's largest market.L.E.K.咨询明确了客户目标的可行性，并与客户共同制定了一个进入市场的方案。L.E.K.咨询不仅选择了最适合客户的入市策略，同时还筛选出了最可靠的入市合作伙伴，并为客户比对了类似合作交易的条款。
