Banner

About MCG

Our projects
all projects

We developed a product strategy and a multi-phase plan of product launches for a beverages manufacturer

Industry practice Consumer Goods, Manufacturing
Type of client Large Company, Investment Fund
Study topic Product portfolio strategy
Client situation:  Client’s ambition was to become 1B$ company within next 5 to 10 years through obtaining meaningful positions in selected soft-drinks categories. Significant investments have been made in a plant with a capacity equal to the total national capacity of a dominant international soft-drinks producer. Market is showing double digit growth, but competition is tough with Top-2 players consolidating up to 90% market share, depending on the category. Margins are relatively high, but have to be carefully managed through product and packaging mix. Strong branding is critical. Client needed to develop product strategy that would allow the company to get into competitive position and differentiate from market leaders.
How MCG helped:  
Product portfolio strategy developed with clear recommendations on:
• Categories prioritization
• Target product concepts and differentiation points for each category against market leaders
• Target market share
• Target packaging mix and its phasing for the next 3 years

Required ATL and BTL support level. A comprehensive DCF model was developed, allowing for an evaluation of different scenarios of business development i.e. sales model, product mix, packaging mix, ATL support level.

Project Results:
• Full management and board members buy-in of the proposed plan
• Next year budget largely based on the proposed plan
• 2 new product ranges prepared for launching in accordance with recommendations
More projects
Energy & Utilities, Manufacturing
Energy & Utilities, Manufacturing
Corporate Strategy
Infrastructure
Infrastructure
Market Entry Strategy
Public Sector & Government
Public Sector & Government
Productivity Growth, Business Process Optimization
Oil & Gas
Oil & Gas
Organizational Design, Business Processes Optimization
Healthcare, Pharmaceutical
Healthcare, Pharmaceutical
Corporate Strategy
Development,<br/>Logistics
Development,
Logistics
Business Unit Strategy, Investments and Project Valuation
Manufacturing
Manufacturing
Turnaround Strategy, Operational Strategy, Profit and Cost Optimization
Agriculture
Agriculture
Corporate Governance, Management Accounting
Financial Services
Financial Services
Investment Memorandums, Corporate Strategy
Infrastructure, Construction
Infrastructure, Construction
Corporate Strategy, Business Unit Strategy
Consumer Goods
Consumer Goods
Corporate Strategy
Technology, Media, Advertising
Technology, Media, Advertising
Investment Memorandums
Education, Public Sector<br/>& Government
Education, Public Sector
& Government
Corporate Strategy
Healthcare
Healthcare
Market Entry Strategy, M&A Strategy
Agriculture
Agriculture
M&A Strategy,
Due Diligence
Financial Services, Private Equity
Financial Services, Private Equity
Business Processes Reengineering
Media & Entertainment
Media & Entertainment
Business Unit Strategy
Retail &<br/>E-Commerce
Retail &
E-Commerce
Market Entry Strategy, Operational Strategy
Consumer Goods, Manufacturing
Consumer Goods, Manufacturing
Marketing Strategy, Brand Portfolio Strategy
Telecom & Technology
Telecom & Technology
Corporate Strategy, Investment Memorandums
Infrastructure
Infrastructure
Business Processes Reengineering
Manufacturing
Manufacturing
Organizational Performance
& Design
Automotive
Automotive
Business Unit Strategy
Chemicals & Building Materials
Chemicals & Building Materials
Market Entry Strategy
Travel, Transportation<br/>& Logistics
Travel, Transportation
& Logistics
Market Entry Strategy, M&A Strategy,
Due Diligence
Financial Services
Financial Services
Sales Stimulation Effort
Energy<br/>& Utilities
Energy
& Utilities
Capital Structuring, Working Capital Management
Education, Public Sector<br/>& Government
Education, Public Sector
& Government
Purchasing and Procurement
Public Sector<br/>& Government
Public Sector
& Government
Profit and Cost Optimization
Energy<br/>& Utilities
Energy
& Utilities
Portfolio Strategy
Financial Services
Financial Services
Productivity Growth
Healthcare
Healthcare
Investments and Project Valuation, Financial Risks Management
Media & Entertainment
Media & Entertainment
Turnaround Strategy, Marketing Strategy
Travel, Transportation<br/>& Logistics
Travel, Transportation
& Logistics
Corporate Strategy, Profit and Cost Optimization
SHARE
Resume*
Cover letter*
Send