Archetype Strategy for Consumer Packaged Goods companies


Published on

Sander van ‘t Noordende, Group Chief Executive – Accenture, recently presented at the Consumer Goods Forum, Paris. A market archetypes approach enables CPG companies to balance global best practices with a tailored approach to local markets – being super global / super local in order to drive profitable growth.
For more information view us on

Published in: Business
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Archetype Strategy for Consumer Packaged Goods companies

  1. 1. Archetypes: Winning in a Geographically Diverse and Digital World Sander van ‘t Noordende Consumer Goods Forum Summit 2014
  2. 2. Main challenge is to truly connect with the consumer Source: Euromonitor International, Mintel, Nielsen, Accenture Research Serve new consumers Either through direct engagement, complex indirect channels or digital and physical retail channels Need to do all with a high degree of efficiency and global scale 2Copyright © 2014 Accenture All rights reserved.
  3. 3. 3 CPG companies need to evolve their operating model Copyright © 2014 Accenture All rights reserved. Enable a Super Global / Super Local approach, and eventually help you move to a Consumer Centric Network Business & Operating Model Scale Reach Profit Leverage Autonomous Market of One Local Regional Global Super Global/ Super Local Consumer Centric Network Increase Profitability Double Size of Business Improve Margins Through Cost Reduction
  4. 4. 4 Archetypes can play an important role Copyright © 2014 Accenture All rights reserved. Archetype ahr-ki-tahyp – noun A pattern or model from which all other things of the same kind are copied or on which they are based.
  5. 5. 5 Markets have different commercial characteristics Copyright © 2014 Accenture All rights reserved. Market Customers Route to Market Economic DistributionDigital Channel Sales OrdersSales Calls Margin Share Growth Fragmented Retail Organised HORECA Direct Indirect Telesales Key Accounts Distributors Basic Progressive Advanced Fragmented HORECA Organised Retail Sales Force WebDistributors Sales Force Distributors 3rd Party Telesales 3rd Party
  6. 6. Organized 6 Archetypes are clusters of markets with similar characteristics Copyright © 2014 Accenture All rights reserved. Fragmented emergingDeveloping A Fit-for-purpose and agile way to increase efficiency, accuracy and speed in execution.
  7. 7. 7 Archetypes can be used as an organizational construct Copyright © 2014 Accenture All rights reserved. Developing Market archetypes can be at country or city level – Mega cities can be an archetype per se FragmentedOrganized Super Digital City
  8. 8. 8 The consumer is changing Copyright © 2014 Accenture All rights reserved. 79% of prospective buyers would get frustrated when companies do not deliver what they promise 89% of consumers use at least one online channel to learn about products & services 87% will buy the same amount and 51% more from the companies in at least one industry they currently do business with 64% of switchers due to poor service are driven by price 66% of consumers have switched due to poor service 82% could have been prevented from switching if the company had done something 32% are very satisfied with their providers, yet only 23% feel loyal 59% of consumers believe online channels offer convenience and speed Discover Consider Purchase Use Expectation Reality Promise Delivery Evaluate For more 2013 Global Consumer Pulse Research findings see external microsite
  9. 9. Over 50 9 Consumer archetypes are found around the world Copyright © 2014 Accenture All rights reserved. Super-premiumHealth-conscious Tailor products and offers to consumer archetypes to increase engagement, relevance and loyalty.
  10. 10. 10 The consumer experience needs to be personal and seamless Copyright © 2014 Accenture All rights reserved. Design consumer experience journeys by consumer archetype (aka “Persona”) to tailor messages and interactions and deliver seamless omnichannel experiences. Marketing R&D Media system & consumer engagement
  11. 11. Social 11 Digital is critical Copyright © 2014 Accenture All rights reserved. B2C – B2B2C Direct to Consumer and eCommerce B2B Channel Visibility and Integration B2T Vending, Home and Horeca Equipments Omnichannel capabilities Technical Capabilities Cloud Analytics Mobile Collaboration Internet of Things
  12. 12. 12 Where from here? Copyright © 2014 Accenture All rights reserved. Use digital to enable change at speed through fit-for-purpose capabilities Organize R&D, marketing and media by consumer archetypes Focus sales & distribution capabilities on market archetypes Embark on an archetypes strategy