Consumer price optimization
Sales force effectiveness
Channel-tailored service package
Key accounts management
China’s e-commerce market is one of the most sophisticated marketplaces in the world. Our client sales team found itself struggling to keep up with the constant evolution in online platforms, models, customers, and intense competition. Proposals generated a potential increase in e-commerce market share from 19% to 30%.
The client had a “cost-plus” pricing process which was not always consistent. Shoppers’ perceived value of the different products was ignored and there was not a clear price positioning. A new pricing strategy and an adjusted product offering were implemented. Changes increased EBITDA by 75%, keeping the same volume.
Few strong players dominated channels. The client failed to capture the full market potential, focusing on serving KA and neglecting a significant part of the fragmented market. The changes increased market share by 3pp in fragmented trade through an innovative customer segmentation and route-to-market approach.
A brewery with a dominant position in the market experienced poor growth in terms of turnover and profits. A new commercial RTM model was built, addressing the main challenges: capacity for acquiring new outlets, ability to develop sell-out, efficiency in the sell-in, etc. Volume increased by 10% and EBIT by 15%.
The market had very poor penetration and was mainly composed of young people and those with very low income; nevertheless, overall, it was still a very dynamic market. The proposals generated an overall 7pp market share jump, 70% market share in rural areas, and the successful launch of an innovative youth offer.
Following a merger between two of the industry's biggest players, poor financial performance was witnessed due to a decreasing market share and eroding margin within a mature/deflationary market. A new commercial strategy was created based on a clear RTM segmentation, focusing on service-level differentiation.