An organisation’s commercial performance is accelerated when

It identifies, quantifies, and assesses the total market opportunity and potential threats for the consumer-defined categories in which it competes and sets the context for its brands to compete more successfully and sustainably

It drives sustainable growth and equity of the company’s brands across all categories in which they compete by exploiting relevant category growth opportunities whilst building sustainable and relevant propositions for target consumers, shoppers and retailers

It ensures the company’s brands are consumers’ first choice at every relevant moment of consumption

It ensures the company’s brands are shoppers’ first choice whenever they make the decision to buy from the Category and to ensure that decision is acted upon when they make the purchase

It secures sufficient and preferential support for the company’s brands within its Customers’ sphere of operation and influence

Some Big Commercial Issues we can help you with…

Accelerating profitable business growth

Turning around poor category / brand performance

Strengthen brand equity

Engaging more effectively with consumers

Driving sales performance at the point of sale

Winning the digital purchase

Improving and strengthening customer support

The external business environment is increasingly complex, dynamic and challenging

Rapidly evolving consumer needs and expectations

Transformative shopper access to goods and services

Dynamic and shifting retail landscape

Acceleration and fragmentation of media options

Emergence of highly focused micro competitors with global reach

Stricter social and environmental parameters for business activity

…which presents several key commercial challenges for competing organisations…

Growing the market and growing faster than the Market

Building brand equity and value in all categories where it competes

Delivering a valued consumer experience, consistently

Influencing and servicing the shopper wherever and whenever they wish to buy

Achieving and coordinating the required levels of customer support across all channels

Operating in a more digital, global and instantaneous market

…and places pressure on an organisation’s ability to find and exploit sources of growth with true potential…

Where should we compete?

How should we compete?

Can we compete?

…whilst dealing with critical internal capability challenges

What do we need to know?

Do we really understand what is happening and why?

Where is the potential and how do we access it?

Do our plans lead to effective innovation and activity?

How should we engage with our target market?

How do we respond to, and manage operational issues?