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The House of Marketing has a long history of assisting leading European companies in the fast moving consumer goods (FMCG) industry in realizing positive business growth, building stronger brands and building relevant marketing capabilities.
Experience has shown us that the following challenges are a main concern to senior executives and marketing practioners in the European FCMG industry:
- Dealing with increased pressures from retailers driven by consolidation in retailer base, more sophisticated procurement practices and the growing role of private labels
- Having to cope with emerging consumer needs, behaviours in specific product categories and the evolution of new channel experiences
- Getting more out of marketing budgets in light of cost containment pressures and making the right investment choices given the proliferation of marketing media reaching the consumer
- Finding suitable people with the relevant talent to add value in a rapidly changing environment
- Keeping established brands close to the pulse of the market, and gaining the right insights to pursue new opportunities and avoid risks of slower growth
- Increasing the success of new products and achieving a longer margin life cycle for these
The House of Marketing has worked with over 20 of the leading FCMG companies covering beverages, soft drinks, confectionary, retail and, snack sectors. Our capabilities cover four marketing domains: marketing strategy, enhancing customer experience, optimizing organizational capabilities and getting more out of marketing performance. The following are recent examples of our interventions:
- Assessing business opportunities and potential positioning for the launch of a new concept in the pet food industry for a European food ingredient company
- Supporting the Benelux organization of a leading global food company in embedding an innovation culture (cross-functional)
- Introducing a new product in the Out-of-Home market for a dairy company
- Building and implementing the go to market plan for a global joint business between two multinationals in FMCG and durables; including branding, concept development, copywriting and testing, developing positioning
- Building capabilities of marketing organizations in FMCG environments
- Category management and merchandising effectiveness for a leading beverage company
- Helping a FMCG firm get more out of their promotional investments
Contact us:
Dirk Peeters, practice leader
Mobile: +32 (0) 497 392 737
Office: +32 (0)15 45 05 50
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