STRATEGY INTO ACTION HIGHLIGHTS

InDeed Strategy into Action Consultancy are proud of the work we do - it is interesting and challenging and we are privileged to work with the world's leading companies in many varied geographies and markets. Here are some examples of our Strategy into Action projects: 'Consumer Connect' Strategic Brand Planning InDeed contributed to the strengthening of a core brand within a major CPG portfolio of international brands, developing a redefinition of the category and brand segmentation strategy, which facilitated the future brand strategic planning within the context of the global and regional brand initiatives being rolled out. Category Strategy Development InDeed facilitated the global category strategy development of a leading international CPG company. This included an in-depth strategic review that together with the client global category champions resulted in a comprehensive category strategy and 5-year implementation plan. Leading Edge Brand Launch Implementation InDeed ensured excellence in implementation for a strategically significant brand launch for the flagship category of a leading international pharmaceutical manufacturer. A thorough assessment of the barriers to success and world class implementation planning ensured the successful realisation of this important initiative. 'Shopper Influence' Perfect Execution A global pharmaceutical company wished to understand how well they executed at the point of purchase versus their competitors. InDeed conducted a thorough review which included intensive in store analysis, customer interviews as well as a review of how the current processes were supporting external execution at the point of purchase. The recommendation forms part of the future sales strategy planning and development. Point of Purchase Effectiveness After a thorough assessment of the effectiveness of the point of purchase management of a leading Toiletry company InDeed identified areas for future development as well as the skills and competencies required. InDeed produced a clear, practical approach to improving point of purchase effectiveness. Trade Marketing and Trade Promotion Strategy InDeed assisted in the successful implementation of a major initiative planned in 2003 by a leading CPG company. InDeed conducted a vigorous analysis and approach to the promotional strategy and plan, as well as the commercial proposition for channels and key customers, significantly enhancing our client’s capabilities and self-sufficiency. Point of Purchase Strategy and Implementation InDeed conducted a comprehensive strategic review of an international CPG company’s point of purchase strategy and effectiveness, and developed clear guidelines based on global best practice, aligned with the global, regional and company objectives and strategy, for superior point of purchase management. This included a future strategy and implementation plan to ensure the achievement of the business challenges. 'Customer Map' Strategic Category Review A market leading CPG company required a fresh look at their business to challenge old thinking and truly understand which channels and future new business opportunities should be incorporated into their growth plan. InDeed completed an intensive category review which resulted in a comprehensive fact based category growth plan, together with the activation strategies required to exploit potential growth from each channel and new business opportunity. Retailer Category Strategy InDeed facilitated a review of a critical category on behalf of a market leading CPG company. The process was based on a rigorous evidence gathering phase, together with research partners and pilot programmes. The superior category insights from this programme resulted in a retailer category captain status for our client, and a strategic development plan being rolled out in this major retailer. Superior Strategy Development InDeed was engaged by this leading out of home company to develop a strategy to compete in home, and develop a business model to enable future growth. This assignment required intensive level of business analysis combined with in store trials, category management executions and shopper research. In addition, new working relationships with distributors and key customers were initiated. The new strategic vision and newly implemented processes resulted in an NSV improvement of on average 40% Future Sales Team Review A pharmaceutical company’s leadership team recognized that they needed to keep pace with the fast changing nature of the retail marketplace and asked InDeed to facilitate a team building ‘case for change’ that outlined the nature and impact of the future changes. Through in depth interviews and research InDeed presented a set of recommendations and roadmap for change which was presented with buy-in from the whole team. The action plan included an enhanced understanding of the future competency requirements. Staying Close to the Customer ‘Staying close to the customer’ is a stated commitment of a leading CPG business. InDeed conducted an intensive review of the skills and competencies required by the Customer Marketing team across Europe, in diverse markets and countries. This resulted in the development of best practice capability development aligned to global and regional strategies and objectives. Business Vision The highly competitive nature of the EU markets a leading CPG company operates in, necessitated a vision for future company growth based on a strengthened marketing and sales operation. InDeed completed a thorough programme, which resulted in short term and long term strategic options and the category and company commercial opportunities and issues being identified and prioritised. This also included a comprehensive recommendation of the internal capability requirements to support a long term strategic plan Leading Edge Channel Strategy InDeed have developed a leading edge process for channel insights and strategies based on superior consumer and shopper understanding for a leading CPG company, in diverse international markets. InDeed facilitated a comprehensive programme for the ongoing implementation of consumer and shopper based differentiated channel strategies. The key outputs for sustainable competitive advantage are Shopper Based Channels, the Channel Directory, Channel P ‘n L’s, Product Flow to Market and a Channel Implementation Plan based on a deep understanding of Shoppers, the POP Universe and Channel trends. 'Supply Chain Direct' Distributor Strategy InDeed developed a distributor strategy for a leading toiletry/pharmacy retailer in Europe. A thorough review of market conditions, a targeted channel strategy and evidenced based recommendations facilitated optimum supplier relationships to be forged for mutual commercial benefit within a defined distribution strategy for growth. Customer Focused Logistics Based on strategic imperatives, InDeed engendered a ‘customer focus’ culture within a leading international logistics provider, developing proactive internal attitudes towards customer management. This included the commercially based skills and competencies required to retain existing customers and develop new business. Distributor and Route to Market Strategy With the competitive environment intensifying in this new emerging market InDeed facilitated an assessment of the distributor and route to market strategies of an international CPG business. A route to market strategy and implementation plan was developed, that secures effective and excellent execution at the point of purchase, in a cost effective way across diverse markets and channels. 'Director's Council' New Business Vision InDeed were engaged by a leading services company to investigate the future needs of a niche opportunity, determine the future market potential and develop a business plan. Requiring in depth research and market interviews, InDeed analysed the market and identified the need for a value added service. This included a detailed vision of the service components required, with the appropriate financial models. Strategic Business Integration This leading CPG company’s high profile acquisition resulted in InDeed being engaged to establish a relevant fact base from the existing information, create urgent action plans for the short term and identify the critical strategic issues to drive formulation of the business strategy. InDeed facilitated strategic workshops to achieve this, with key issues and action plans for each function developed, and a strategy development programme proposed and implemented. Mentoring and Coaching InDeed has been engaged by a global CPG company to support thier mentoring and coaching programme for Senior Executives, including Sales, Marketing, Finance and General Managers. We have developed a unique approach which identifies a functional business issue upon which the Senior Executive mentoring and coaching programme is designed. The Senior Executive benefits both from one-on-one mentoring and coaching, and at the same time solving a key business issue. Non Executive Board Members InDeed senior team members have fulfilled various client ad hoc requirements for mentoring, and objective impartial strategic expertise at board level, to facilitate and provide foresighted input into the critical business issues and challenges of the day. 'Organisation Capital' Strategic Functionality Review InDeed undertook a strategic functionality review for an advanced IT human resource provider, based on Western European requirements and EU working directives, that provided the direction for future product development strategy and implementation. Search and Selection InDeed has successfully filled various Functional (Key Account, Category Management and Sales Management) and Director positions in our executive search and selection in Central Eastern Europe. InDeed utilises a deep understanding of our client’s businesses with a network to research and source the best people to add competitive advantage in the achievement of our client’s growth objectives. 'Learning Non Stop' Trade Marketing Expertise InDeed developed a training presentation for a leading outsourced marketing and sales field marketing agency, to enhance trade marketing expertise and strengthen self-sufficient trainers. InDeed Open Courses InDeed have presented an array of specialist interest open courses in Central Eastern Europe, across a diverse range of industry hot topics such as Negotiating Planning, Successful market related Human Resource Management, Trade Marketing, Managing Diversity within Europe, Leading Edge Field Sales Management. 'Learning Non Stop' Training Courses Based on a comprehensive assessment of the skill and competency requirements of a market leading global CPG business, InDeed have developed and completed Learning Non Stop training courses in Trade Marketing, Category Management and Channel Management. These have encouraged self-sufficiency within our client’ s business and enhanced individual managers career progression with best practice tools and approaches to implementation excellence, daily and routinely. 'TrendFire' Corporate Strategy 2010 InDeed was engaged to participate in a leading CPG company’s corporate strategic planning process to review the existing corporate strategy, identify the key influences and global trends impacting their strategy and define the implications on strategy development. This lead them to develop the necessary initiative programme to support their strategic intent. In addition InDeed provided an international perspective on the corporate trends and associated business models that could be deployed to drive growth. Global Trend Category Snapshot A CPG company prides itself on being innovative and forward looking in its approach to category development. InDeed TrendFire prepared global category snapshots of current and future global consumer trends, together with best in class up-to-the-minute examples of how other manufacturers are responding to these global trends. Understanding the trends which are gaining global momentum and how these are applicable in the local markets provided a context against which to review and approach future category and brand development.