Cairneagle Consulting: FMCG

These days, consumers are spoiled for choice and they are inquisitive; they consistently demand more information about products and brands as a precondition of purchasing, especially around raw material sources and manufacturing ethics. Transparency and integrity of the value chain between raw materials and finished goods at point-of-sale is expected, driving customer purchase decisions alongside price, quality and brand image as well as the influence of peer groups.

Using rigorous, fact-based analysis Cairneagle has long experience of helping FMCG companies develop corporate plans, conduct portfolio reviews, optimise customer propositions, shape sales & marketing strategies, evaluate marketing spend effectiveness, build value-based management strategies, review supply chains.

In the current environment of global consumerism, we are as comfortable working on assignments to improve the performance of single, regional and local brands as well as whole portfolios.

Further to our extensive experience supporting product and brand strategies, our focus includes both wholesale and retail assignments and we have recently been retained to help clients develop key account distribution strategies.