Our commercial intelligence in consumer and technology covers the following key areas which are demonstarted in our examples below.

Market entry strategies

The assignment

An italian cheesemaker was looking to expand its territory in 2013. They wanted to ensure they avoided entering markets that were in decline.

Approach and delivery

Through Progressive Digital Media’s robust data collection strategy, the company was able to use forecast data gathered by 120 analysts in over 80 countries worldwide to identify markets that were in decline.

Impact and benefits

The client successfully expanded its territory into France and Spain in 2013, exceeding revenue targets by 5% in France and 3% in Spain respectively.

Innovation and new product development

The assignment

Our client, a global manufacturer of soft drinks, wanted to find a robust but efficient process to identify the most attractive innovation and new product development (NPD) opportunities across a pre-defined region. It was vital to our client that the project was conducted in partnership with their own country managers to ensure full representation of local market nuances and trends, as well as ensuring 'buy-in' at a local level to the process as a whole.

Approach and delivery

Our approach involved a number of key stages:

  • The construction of a multivariate forecasting model which integrated key macroeconomic variables, as well as weather variables
  • Discussion and alignment of forecasts with country managers
  • Construction of both value and profit forecasts in order to identify best profit opportunities across the next three and ten years
  • Identification and analysis of the key opportunities and most potentially profitable country and category combinations
  • Assessment of key opportunities and fit with the client’s overall strategy and brand portfolio.

Impact and benefits

The project delivered an innovation and NPD blueprint, agreed and signed off by the client, which informed their overall strategic planning process. The client also received a shortlist of NPD opportunities, which was then successfully used to plan their innovation strategy.

Competitive intelligence

The assignment

To undertake a competitor review of top four competitors to a business in the alcohol sector, with the intention of better understanding competitor strategies to accelerate client’s beer growth.

Approach and delivery

We undertook a comprehensive overview of competitor business models, in terms of:

  • Corporate strategy
  • Financial performance
  • Market / Regional performance
  • Portfolio / Brand management
  • RTM / Supply chain

We delivered a range of valuable insights:

  • “A-B InBev has a strong portfolio which is managed extremely well moving into the FMCG and brand led environment.”
  • “SAB is a strong portfolio player, managing the local brands effectively, but not in the wider landscape of a global brand.”
  • “Heineken is most focused on their core global brand, with the rest of the portfolio a secondary focus.”
  • “Carlsberg has a less clear portfolio strategy, with successful portfolio management in some markets.”

Impact and benefits

Clear portfolio and geographic recommendations and a blueprint for future growth

Strategic planning

The assignment

Our client, a major US soft drink marketer, wanted a robust and efficient tool for identifying attractive NPD and M&A opportunities as well as accurate base business forecasting.

Approach and delivery

We developed a model based on external, industry, company and volume sales series. Inputs included monthly historical data from at least 36 data points, macroeconomic indicators, Industry and company variables and weather.

By finding multivariable correlations we were able to predict future industry and company volumes, create a quarterly volume forecast and calculate a baseline scenario.

Impact and benefits

Our model delivered a consensus forecast which became the company’s strategic planning tool.

Client acquisition strategy

The assignment

A global flavor and fragrance house wished to assess food category-specific consumer trends in Europe, in order to identify new business opportunities within their markets.

They wanted to achieve this by looking at the end consumer and measuring the relative importance of changing consumer attitudes to their core categories and relative flavors. As well as gaining an understanding of emerging consumption trends they hoped to confirm their current strategy, whilst also identifying new consumer need states, flavor combinations and consumption occasions.

Based upon our experience of managing, creating and interacting with niche audiences across Europe, Canadean was selected to provide the client with a solution to this challenge.

Approach and delivery

Following a thorough consultation period, Canadean conducted extensive online qualitative research to uncover core trends, counter trends, occasions, need states, product and relative flavor preferences as well as perceived white spaces by market, consumer segment and category. These focus groups were moderated by Canadean and attended by the client.

Upon successful completion of this component, Canadean took the findings and used the outputs to build a targeted online quantitative survey, with a view to creating a trends framework for the client, effectively measuring and sizing the impact of these trends within each market.

Impact and benefits

Canadean demonstrated that whilst the majority of the client’s international strategy was well placed, a number of unexploited trends were available.

Canadean was subsequently re-commissioned to assess the potential longevity of these trends and advise on their international client acquisition strategy.