FMCG and Retailing

Quality and value for demanding customers

Consumers are becoming increasingly demanding. They want more quality and value for less money, time, and effort.

Mission

After China embarked on its major program of economic reform 32 years ago (1978), China quickly grew to become the world's second largest economy by 2010. The promise of the world's most populated market has attracted almost every leading consumer goods and retail company to enter China, some of which have gained large market share within a short amount of time. Meanwhile, domestic brands have grown stronger within both the segment and regional market. As business growth drives both international and domestic players to explore new markets and win market share, competition becomes increasingly complicated and intensive. Chinese consumers are becoming increasingly discerning and demanding—they want more value and convenience for less time and money. Under these circumstances, survival becomes a common interest for both international and domestic players.

Roland Berger combines its breadth of international experience with its full scope view and analysis of the consumer goods and retail industry. By understanding consumers' characteristics and demands thoroughly, we offer customized solutions and implementation support to help our clients solve the problems they care about.

Our main services include

> Defining overall development strategy
> Developing China market entry strategy including mergers and acquisitions
> Creating client segmentation and appropriate brand structure
> Developing right product portfolio strategies by understanding consumers' demands
> Improving marketing and operation management efficiency
> Designing suitable organizational structure and performance evaluation system

Our recent project examples

> Developed business, brand, channel, and overall strategy for leading international and domestic clothing enterprises
> Formed core business development and diversification strategy for international and domestic sporting goods manufacturers
> Developed channel optimization strategy for leading international skin care and cosmetics companies
> Formed corporate development strategy for leading domestic skin care companies
> Designed corporate strategy evaluation, organizational structure and management system for leading dairy companies
> Developed China business, sales and marketing strategies for leading food and beverage domestic companies
> Developed brand design and strategy for leading domestic refrigerator manufacturers
> Developed thriving business and brand strategies for leading furniture manufacturers
> Designed strategies and reorganized structures for large-scale domestic retailers to make them more efficient and effective
> Designed and implemented marketing strategies for leading home appliance retailers