Consumer goods

...for consumer packaged goods (CPGs) organisations to continue to drive growth.

The rise of digitalisation and data, new disruptive challenger brands, increased emphasis on sustainability and the breakdown of traditional market archetypes are just some of the megatrends impacting the entire CPG industry and the way it looks to the future. At Berkeley, we bring our strong consumer goods experience to bear, but will never assume we know your business better than you do. Embedded as part of your team, we help you quickly define and deliver the change you need to succeed around the world, online, with your customers, consumers, distributors and suppliers.  

It’s about doing it fast and doing it right, which suits us down to the ground. With our ‘low volume, high value’ model, we won’t overwhelm your CPG business with large teams or take months to produce results.

Enhancing the consumer packaged goods industry through digital transformation

CPG companies, traditionally B2B-focused, have the opportunity to evolve in the digital era. There are now opportunities for a dual focus on both B2B and B2C, emphasising growth and margin over efficiency. This is mainly seen in the shift from prioritising the customer (retailer, distributor, or outlet owner) to directly engaging with the end consumer (shopper). Our approach involves crafting a comprehensive top-down digital vision for CPG companies, not just a bottom-up capability strategy. This vision encompasses seizing B2C opportunities while maintaining a focus on traditional B2B relationships. It also emphasises the necessary cultural adjustment toward a "digital mindset," fostering consumer-centricity, agility, innovation, and quicker responses to market changes.

Customer (sales) transformation in consumer packaged goods companies

We help CPG companies drive their business performance by harnessing the power of their data. From Net Revenue Management/Revenue Growth Management through to Retail Execution (In Market Execution), Trade Promotions Management and Trade Terms optimisation, and on to eCommerce and Direct-to-Consumer channels, we can help you set direction and quickly drive the changes you need. If you need to transform the role of your salespeople, merchandisers and distributors; implement a new operating model; or deliver new technology capabilities we’ll help you set up and run programmes that deliver the real and lasting change needed to truly optimise your sales across all channels and markets. 

Channel transformation for consumer packaged goods

We can help you build and deliver on eCommerce strategies (pure play, omni channel, direct-to-consumer and new business models) that are both profitable and meet consumer expectations. From portfolio (value density, packaging, bundling, etc.), to demand optimisation (content, SEO, etc.) and through to execution (CRM, pricing, supply chain, etc.). By being forward thinking, challenging the norm, and offering structure and rigour, we help our CPG clients adapt and even transform their operating model and core capabilities to compete.

Consumer (marketing) transformation in consumer packaged goods

Our CPG industry consulting helps organisations build and leverage digital capabilities to drive their businesses forward. From transforming consumer insight and relationship management to optimising digital asset and product information management we can help you deliver the latest and best on-line consumer experience. Wherever there’s an opportunity on which to build, or a challenge to overcome, we can help you use digital to meet your aspirations.

Consumer packaged goods services / operations transformation

Berkeley can help you set the right CPG industry strategy and deliver the necessary transformation to your key ‘back office’ functions in order to best align and support the new business reality. We work with our clients to help drive global efficiency through shared business services as well as get the ‘local vs. global’ balance right.