Nature of projects already completed

Optimization of Brands and SKUs

• Determination of the 'Hidden subsidy' provided by large brands
  
• Mapping of brands according to Consumer and Channel needs
  
• Identifying new products, while at the same time rationalizing current Brands and SKUs
  
  
  

Advantage of Optimization

1) Higher profitability by reducing in-efficiency in the system.

2) Higher effectiveness of Marketing/Sales spending as only strong
brands will be supported.

3) Improved market share by weaning away customers from competitive
brands.

4) Increased focus within the company,so that time can be spent on
larger initiatives rather than incremental improvements.

5) Support power brands and eliminate weak,bleeding brands.

Project Highlights

Optimization of Brands/SKUs

• An MNC had acquired another large company and therefore had multiple brands in the market. Some brands were extremely small and therefore required disproportionately high support levels.
  
  
• The large number of SKUs also created supply issues.
  
  
• We looked at the full portfolio of brands by mapping them along a Channel/Consumer matrix.
  
  
• By developing a system of keeping/eliminating brands were were able to scale down the number of SKUs and increase the efficiency of operations.