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FMCG for Management Consultants and Business Analysts

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Consulting projects especially when it comes to consumer goods business are very demanding. The two most complicated areas are sales and marketing and supply chain. During consulting projects I have seen business analysts and management consultants struggling with understanding the business fast enough to deliver value to the customer. This course will give you the knowledge and insight into real life case studies that will make your life during a consulting project in a consumer goods business much easier.
This presentation will help you improve your knowledge and skills in analyzing and improving Fast Moving Consumer Goods businesses (FMCG). It is designed for people who want to become management consultants, business analysts or have to run and optimize FMCG businesses on daily bases. In the course you will learn 3 things:
1. How to model FMCG business in Excel
2. How to improve sales and marketing in order to increase margin and profit
3. How to improve supply chain in order to increase margin and profit
For more check my presentation: http://bit.ly/FMCGSlideshare

Published in: Business
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FMCG for Management Consultants and Business Analysts

  1. 1. 1 FMCG for Management Consultants and Business Analysts Practical guide how to analyze in Excel and improve business during consulting projects
  2. 2. 2 In business you have to make a lot of important decisions During your career in consulting you will do projects for consumer good producers. Their business model tend to be pretty complicated
  3. 3. 3 SMCGFMCG We have 2 different business models when it comes to consumer goods
  4. 4. 4 SMCGFMCG In this presentation I will only concentrate on FMCG and I will show you what you have to learn to master this business model
  5. 5. 5 FMCG are all branded goods that you consume frequently during the year. In this category we have food, cosmetics and other similar products
  6. 6. 6 Sales and Marketing analyses in FMCG Supply Chain analyses in FMCG Modeling FMCG Business Model in Excel I will discuss 3 main things
  7. 7. 7 FMCG for Management Consultants and Business Analysts $190 $10 What you will see in this presentation is a part of my online course where you can find cases showing analyses along with detailed calculations in Excel Click here to check my course
  8. 8. 8 FMCG Business Model
  9. 9. 9 Introduction to FMCG Business Model
  10. 10. 10 We can be talking about 2 different models here Branded FMCG with strong brand awareness Private labels Private label
  11. 11. 11 Main challenges in FMCG
  12. 12. 12 For branded FMCG product I propose to have a look at the following aspects Brand Awareness Reach (Weighted and numeric distribution) Your strategy across many channels Managing price across channels Leveraging the brand Spreading beyond original target group Product lifecycle Managing customer experience across channels Efficiency of marketing activities Lifecycle of your target groups Seasonality
  13. 13. 13 Introduction to modeling FMCG in Excel
  14. 14. 14 In the modeling phase I will concentrate on branded FMCG products. The model will be created for cosmetics Branded FMCG with strong brand awareness Private labels Private label
  15. 15. 15 In the next lecture I will show you the main drivers of the FMCG model and on the basis of this we will create a business model in Excel # transactions Average revenue per transaction Total revenuex % Fee of the marketplace Average transaction value Total searches % conversion x x Total Costs Total margin - Rent People Cost of traffic Ratio of visitors to searches Average cost of 1 visit + x Development
  16. 16. 16 Drivers of FMCG Model
  17. 17. 17 The FMCG business model is driven by some basic KPIs # sold Unit production cost Gross Margin Head office Operational profit Fixed Cost / Quantity produced Unit variable cost + Cost of sales & marketing Net Margin - - Average price Unit Gross Margin - x Market share Market size
  18. 18. 18 FMCG for Management Consultants and Business Analysts $190 $10 To learn how to model in Excel FMCG check my online course where you will get the full model of FMCG business Click here to check my course
  19. 19. 19 Sales and Marketing in FMCG
  20. 20. 20 Overview of Sales in FMCG
  21. 21. 21 FMCG are all branded goods that you consume frequently during the year. In this category we have food, cosmetics and other similar products
  22. 22. 22 FMCG sells mainly through retailers. Some go into independent distribution via own website and own stores
  23. 23. 23 Overview of Marketing in FMCG
  24. 24. 24 FMCG is pushing the customer through phases that make him at the end loyal customer Create brand awareness Teach people how to use your products Get the product in front of the potential customers Convert the brand aware people into customers Retain the customer Up-sell and cross sell
  25. 25. 25 Therefore, marketing concentrates on 7 tasks Make people aware of the brand and product Get the product in front of him Find and conquer niches Expand the product Expand the brand Manage price, price perception and discounts Create mechanisms that will sell / market on their own
  26. 26. 26 FMCG is probably the most advanced when it comes to marketing efforts and uses practically every way to get its message across. Mainly uses paid methods Bought Media Owned Media Earned Media  TV, radio, newspaper ads  Paid digital reach: Adwords, Facebook, Pinterest, Instagram, YouTube, paid digital banners etc.  SEM  Leaflets, inserts etc.  Outdoor advertisement  Affiliate programs  Catalogues  Advertisement at your partner’s media i.e. Retailer  Sponsored content  Product placement  Influencers (Youtubers, bloggers, celebrities)  Motivation schemes for the sales force of your Partner  Brand Ambassadors  Store-in-Stores (offline and online)  Participation in wider loyalty program  Your product and the package  Your site - your factory, office, stores  Your people  Your web presence especially your website, fanpages on Facebook and , YouTube channels  Newsletters, sms and customer base  Mobile apps and the underlying customer (contact) base  Own content and content marketing  Referral Program  Your own loyalty program  Free users (in Freemium and Free trial)  The products of your partners (powered by)  Partners’ owned media when you do not have to pay to get in touch with end-consumers  Partner’s sales force and customer support  Guest blogging, guest presence in YouTube channels etc.  Word Of Mouth especially Virality  Presence in aggregators of reviews (i.e. Yelp)  Evangelists and  Organic SEO  Social Following platforms i.e. Quora  Co-branding (Intel inside)  User Generated Content (post by fans, recommendations, photos, reviews etc.)
  27. 27. 27 Main challenges in Sales and Marketing in FMCG
  28. 28. 28 There are number of challenges in the Sales and Marketing of FMCG Picking the right distribution mix Managing price and price perception across channels Customer trends i.e. for Millennials, Generation Z Private labels done by Retailers Saturation point in penetration Saturation point in consumption Growing importance of Marketplaces Growing importance of online Digital Marketing Leveraging brand and expanding product Loyalty programs Dwindling importance of direct sales force
  29. 29. 29 Sales & Marketing cases in FMCG
  30. 30. 30 For examples of sales analyses done in FMCG during consulting project check my online course Sales channel analysis How to expand the brand? Sales force efficiency How to find the white spaces uncovered by your brand Direct-to-customer model vs current sales mix How to analyze the motivation system of sales force Click here to check my course
  31. 31. 31 Sales force efficiency analysis – Introduction
  32. 32. 32 Let’s have a look at the sales force efficiency in Poland of a cosmetics producers 20 sales rep in Poland A sales rep visits all customers in his region You want to improve efficiency
  33. 33. 33 Before we go to the Excel let’s talk about what we have to know to judge the efficiency What is the full cost per 1 sales rep? What value creates a specific type of customer? Is it worth to visit a customer? How often should I visit specific type of customers? How I can improve efficiency of the sales rep? What can I standardize automate? What I can outsource to cheaper provider?
  34. 34. 34 How to find the white spaces untouched by your brand – Introduction
  35. 35. 35 Let’s have a cosmetics producer and see where is the potential for development You are a market leader in Poland You have entered 5 years ago Romania You want to find white spaces in Poland
  36. 36. 36 How to find the white spaces untouched by your brand – Solution
  37. 37. 37 Let’s have a cosmetics producer and see where is the potential for development You are a market leader in Poland You have entered 5 years ago Romania You want to find white spaces in Poland
  38. 38. 38 0,2 0,4 0,9 1,3 1,4 2,0 3,2 7,0 6,6 4,8 1,2 1,0 0,8 2,1 2,5 1,0 R1 R2 R3 R4 R5 R6 R7 R8 R9 R10 R11 R12 R13 R14 R15 R16 When we look at the data we can see that there are regions where we are really weak. In those regions there is a big potential for improvement Average and target for regions with smaller sales per capita Sales per person - Currently In USD per Capita
  39. 39. 39 11 172 8 401 4 908 3 174 2 608 1 892 1 861 1 776 1 266 674 205 0 0 0 0 0 37 937 R1 R2 R3 R4 R5 R11 R13 R12 R16 R6 R14 R7 R8 R9 R10 R15 Total Using the data in Excel we can estimate the potential increase in sales by regions Potential of increasing sales In thousands of USD
  40. 40. 40 1% 3% 6% 10% 10% 17% 27% 58% 55% 40% 12% 21% 8% 30% 25% 10% R1 R2 R3 R4 R5 R6 R7 R8 R9 R10 R11 R12 R13 R14 R15 R16 When we look at the data we can see that there are regions where we are really weak. In those regions there is a big potential Average and target for regions with smaller share Share in local market - Currently In %
  41. 41. 41 14 544 11 283 7 099 5 301 4 439 1 609 1 550 1 211 1 067 0 0 0 0 0 0 0 48 104 R1 R2 R3 R4 R5 R13 R11 R6 R16 R7 R8 R9 R10 R12 R14 R15 Total Using the data in Excel we can estimate the potential increase in sales by regions Potential of increasing sales In thousands of USD
  42. 42. 42 FMCG for Management Consultants and Business Analysts $190 $10 To see the rest of the cases check my online course where you can find all the cases along with detailed calculations in Excel Click here to check my course
  43. 43. 43 Supply Chain in FMCG
  44. 44. 44 Overview of Supply Chain in FMCG
  45. 45. 45 FMCG are all branded goods that you consume frequently during the year. In this category we have food, cosmetics and other similar products
  46. 46. 46 FMCG supply chain is pretty complicated on the outbound side – the distribution to end-customers
  47. 47. 47 Main challenges in Supply Chain in FMCG
  48. 48. 48 There are number of challenges in the Supply Chain in FMCG Many suppliers Dedicated transportation modes Many Channels of sales Minimum Order Quantity Direct DistributionMultichannel Local version of the product Shelf Life Added value services and products Distribution through Marketplaces Customization
  49. 49. 49 Supply chain cases in FMCG
  50. 50. 50 For examples of supply chain analyses done in FMCG during consulting project check my online course Chicken Producer - Top- down approach Chicken Producer - Fuel usage Chicken Producer - Overtime analysis Juice Producer - Simulation Optimal production batch analysis - FMCG 2-stage production planning Click here to check my course
  51. 51. 51 FMCG for Management Consultants and Business Analysts $190 $10 To see the cases check my online course where you can find all the cases along with detailed calculations in Excel Click here to check my course
  52. 52. 52 Supply Chain for Management Consultants Practical Guide presentation For more information on Supply Chain check also my other presentation
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