F&p case studiesHolistic revenue management as Commercial Manager
Expert: Christof B. Wewers
F&P Case STudiesTask
- Turnaround (volume and margin) of a product segment in the German-speaking market
- Revision of value creation for the consumer
- Alignment of the entire value chain with verified consumer benefits and efficiency
Industry / Function / Environment / Expert
- Food
- Project Manager / Commercial Manager
- International branded goods group
Project description
- Market research: Analysis & consolidation of the value-giving brand / product characteristics
- Introduction of LEAN ways of thinking & working in marketing, sales & logistics
- Establishment and use of a working group of all Group departments involved
- Systematic generation and evaluation of targeted improvement initiatives (DMAIC)
- Review and implementation of improvement initiatives in individual projects
- Development of an opportunistic line of business to strengthen the volume leverage
- Realization of quick wins as a signal to the team and Group headquarters
Result
- + 80 % volume growth through opportunistic non-brand business
- Focusing the brand range on 62% of the original number of article numbers
- Halting volume erosion in the brand business and turnaround to new sales growth
- Efficiency gains in formulations, packaging, transportation, warehousing, conditions load
- Sustainably improved consumer acceptance through recipe adaptation & increased shelf presence
- Exit the loss zone and build up > 3% EBIT margin in 24 months
- Preparations for the addition of two attractive, high-yield new products to the range
- Winning a Group award for outstanding business performance
- Award as TOP brand by trade & trade press
