Unlocking demand space: How Globalpraxis redefines growth in the consumer goods industry
In an increasingly commoditized consumer goods landscape, growth is no longer about selling more to more people ‒ it's about being present in the right place, with the right offer, at the right moment. This paradigm shift is where Globalpraxis thrives. A strategy and implementation firm with deep expertise in the FMCG sector, Globalpraxis enables companies to uncover and activate demand spaces ‒ those high-potential intersections of consumer need, behavior, and context.
Redefining demand space: Beyond traditional segmentation
Globalpraxis rejects the limits of conventional segmentation, which often box consumers into age, income, or geography. Instead, they map demand spaces – a composite of:
- Occasion (e.g., breakfast on the go, weekend indulgence)
- Mindset/need state (e.g., indulgence, replenishment, celebration)
- Channel/environment (e.g., convenience store, modern trade, e-commerce)
- Shopper behavior and constraints (e.g., price sensitivity, time pressure)
Real case example
In a recent project for a global dairy brand operating in Latin America, Globalpraxis discovered a high-frequency but low-competition demand space: Weekday snacking at work for mid-income urban adults. Although this segment represented only 18% of category shoppers, it accounted for over 35% of volume potential due to frequency and product bundling.
By creating a price-pack architecture tailored to this occasion (e.g., 3-for-2 multipacks priced just under local currency breakpoints), the client saw:
- A +22% uplift in unit sales in key cities within 9 months
- A +14% margin increase due to favorable pack mix
- Entry into previously underserved channels (office vending, micro-retail kiosks)
The Globalpraxis advantage: A multi-layered capability stack
Globalpraxis’ edge lies in their ability to link strategy with execution, powered by a proprietary approach that fuses analytics, fieldwork, and organizational activation.
Key capabilities include
1. Demand space mapping & quantification
- Use of multi-variable regression and behavioral clustering across geographies
- Cross-tabulation with retail scan data and distributor flows
- Assessment of revenue, volume, and margin potential by space
Data point: During a Southeast Asian beverages project, Globalpraxis modeled 12 distinct demand spaces. Three of these accounted for 61% of unrealized revenue, largely because they were underserved by channel coverage and misaligned pack formats.
2. Shopper and channel synchronicity
- Behavioral audits and ethnographies in point-of-sale environments
- Joint space/channel prioritization matrix to reorient commercial efforts
- Development of trade tools and POSM optimized for each space
Data point: In a multi-country snacks project, the introduction of space-specific merchandising (e.g., impulse racks near checkout lanes with messages tailored to “afternoon energy boost”) led to a 37% increase in conversion rates in modern trade vs. baseline stores.
3. Commercial execution & go-to-market design
- Route-to-market redesign based on demand space heat maps
- Margin-sensitive incentive schemes for distributors and sales teams
- Role-defining per touchpoint to ensure consistent messaging
Data point: Globalpraxis redesigned the RTM model of a Middle Eastern bottled water brand around demand spaces such as "on-the-move hydration" and "premium health rituals," reallocating 25% of field force capacity to high-growth convenience and gym channels. The result was a +31% revenue increase, and +40% shelf share in the targeted channels.
Growth with discipline: Measurable, prioritized, implemented
Globalpraxis distinguishes itself not only by identifying growth but also by prioritizing and implementing it. Each demand space is evaluated across multiple axes:
- Size of the prize (incremental volume/revenue)
- Cost to win (activation cost, channel complexity)
- Strategic fit (brand equity, operational readiness)
- Time to impact
Data point: Globalpraxis helped a European food manufacturer shift 75% of marketing investment to five priority demand spaces, with a three-tier prioritization model, resulting in a 20% increase in marketing ROI over 18 months.
Conclusion: Precision growth in a noisy market
In the age of attention scarcity and channel fragmentation, it’s no longer enough to be available; brands must be contextually relevant. Globalpraxis enables consumer goods companies to unlock that relevance by orchestrating demand space strategies that are as analytically rigorous as they are executionally grounded.
Globalpraxis’ formula: Map demand in human terms, quantify it with precision, and activate it where it matters. The result? Sustained profitable growth, even in the most mature or price-sensitive categories.
