消費財業界| BCG

消費財ブランドにとってデジタルトランスフォーメーションは、かねてより必要な取り組みでしたが、今や喫緊の課題となっています。BCGは、クライアント企業の事業と業界を深く理解するところから始め、クライアントが適切なユースケースを見出してデジタル組織能力を構築し、消費者起点のイノベーションを推進できるよう支援します。

BCGの消費財企業向けサービス

日用消費財（FMCG）

流通業界

ファッション業界

ラグジュアリーグッズ

代替プロテイン

BCG のコンサルティングは、クライアントと協働して、まずデータ収集とアドバンスト・アナリティクス、 AI 、デジタル・サプライチェーンなどの強化施策により、どう価値が創出されるかを定義し、テストし、実証するところから始めます――こうした組織能力を拡大したりオペレーション・モデルに組み込んだりする前にこれを行います。私たちは、取引関連業務を自動化するとともに、クロスファンクショナルチームを編成して、消費者の需要の変化に対応するために必要となる創意工夫やイノベーションを促進します。

消費財企業が将来への備えを整えるためのBCGの支援

顧客インサイト

食品から耐久消費財にいたるまで商品ポートフォリオのマネジメントには新たな顧客インサイト手法が求められます。ブランド投資やセグメンテーションの再定義にあたり、BCGのDemand-centric Growth(ニーズ・願望を起点とした成長)アプローチは、それぞれのカテゴリーや特定分野で何が消費者の選択の要因となっているかを解明し、強力な成長ポテンシャルをもつ優位性あるポジションを築く助けとなります。

Digital Marketing

Achieving digital marketing maturity is an industry-wide challenge for the consumer products industry. We help CPG companies integrate digital tools, collaborate with agencies and martech providers, and blend new talent with current staff and external creatives to drive results.

Supply Chain Management

The CPG industry was once dominated by companies that owned their value chain, but now winners are positioned to tap into a broad ecosystem of external partners. To help CPG companies make this fundamental shift to an external orientation, we start with a clean sheet to determine the functions that partners can do as well or better, and which functions are critical to keep in-house.

Personalization

To reach your consumers, you need to know where they’re looking, how they purchase—and even precisely when they’re ready to buy. Using 360˚ consumer profiles, enhanced by AI systems, and retail partnerships, we can help you create “segment of one” targeting, tailored to specific channels and capable of being scaled up to capture massive market share.

Pricing and Net Revenue Management

Pricing optimizations drive significant impact for CPG companies. We help you fund your own EBIT improvement through brand portfolio pricing, trade terms management, and dynamic pricing that answers the demands of shoppers and ecosystem supply chains alike.

Climate Change and Sustainability

There’s a significant opportunity to make sustainability a source of competitive advantage across the value chain. We help CPG companies rewire decision making to embed sustainability as a core corporate value, linking it to shareholder return.

Our Client Success with the Consumer Products Industry

A Large-Scale Cost Transformation Identifies $1 Billion in Savings

How BCG streamlined the organization and strengthened the cost competitiveness of a top consumer durables manufacturer.

Read the full story here

Driving Growth with an End-to-End Transformation at an Electronics Retailer

BCG helped Teknosa, Turkey's leading electronics retailer, implement an accelerated holistic transformation and get on a profitable growth path using a combination of cost discipline, bold strategic moves, and technological innovation.

Cutting Costs and Catalyzing Growth with Zero-Based Budgeting

A powerful cost transformation saved a global beverage giant $310M and unlocked $1.1B for future opportunities. Here's how.

How Heineken Is Using AI to Redefine Its Growth Strategy

Heineken’s data and AI makeover has led to transformative growth. Partnering with BCG, the company developed cutting-edge promotion methodologies and AI-powered solutions. Heineken’s Ronald den Elzen shares his insights on the company’s wide-ranging AI strategy.

20超の市場にわたるサプライチェーン組織を持つ多国籍食品飲料小売企業はBCGと協働して、需要予測の改善に向けて機械学習アルゴリズムを構築しました。このプロジェクトにより、精度が4～18%ポイント上昇し、需要計画担当者の時間が50%削減され、EBITが0.4～0.8%ポイント向上しました。

南米の電子機器と家具の小売企業はBCGと協働してローカライズされた需要予測機能を構築し、1,000を超える店舗で品ぞろえを最適化しました。BCGの機械学習アプローチで、地理位置情報データを含む複数のデータセットを活用し、需要予測を生成しました。その結果、売上が2億ドル、キャッシュマージンが5,000万ドル上昇する見込みです。

Our Solutions for CPG Companies

Growth AI by BCG X

This holistic suite of AI offerings is designed to maximize the growth potential of consumer packaged goods companies. It supports data-driven decisions across and within standard commercial functions including pricing and promotion, marketing allocation, product and service innovation, and route-to-consumer sales to improve strategy, planning, and execution.

Commercial Allocation by BCG X

Commercial Allocation by BCG X offers an integrated transformation experience. Leveraging BCG’s deep expertise and transformation capabilities, Commercial Allocation optimizes marketing and commercial budget allocation across salesforce and direct-to-consumer touchpoints.

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Growth AI by BCG X Recognized in POI’s 2023 Enterprise Planning Vendor Panorama Report

We were awarded four Best in Class distinctions in Promotion Optimization Institute (POI)’s 2023 Enterprise Planning Vendor Panorama Report for our tool Growth AI by BCG X. POI's annual report evaluates leading vendors to help manufacturing and consumer products companies discover the latest technology and services that drive profitable growth.

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Explore Our Insights on the Consumer Products Industry

Book

Personalized: Customer Strategy in the Age of AI

Personalization is a $2 trillion opportunity. BCG's new book offers a playbook for capturing your share of this personalization prize in the consumer industry.

Turning GenAI Concepts into Scalable Success

BMW has launched a major transformation initiative, leveraging GenAI to streamline procurement tasks, rethink processes, and improve supplier interactions. As an extension of our existing partnership around AI, BCG and BMW are now partnering with AWS, BCG X, and BCG Platinion to ensure a secure, scalable integration of GenAI.

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