Enhance Effectivenessof Marketing Campaign

RefineExisting Products

Consumer InsightsFinding and Guarding the Treasure Trove

LaunchNew Products

DriveEBITDA growth

Consumer Insights are paying off

What are the Key Opportunity Areas?

How to Make it Work – Lessons from Industry Leaders

Brea

dth

of C

onsu

mer

Insi

ghts

Front-Runners

Cautious AdoptersSlow-Starters

Fast Followers

Success in Realizing Benefits from Consumer Insights

Leaders are few and far between

Leaders outperform their peers on key areas

Cautious Adopters

Fast Followers

Vs

Vs

Front-Runners

Slow-Starters

Enable large number ofactivities with consumer insights and alsoGreater success

Enable a breadth of activities, but experiencelimited successachieve

Leverage consumer insights in few activities and achieve much

do not

successGreater Success

Companies that enable few activities, but experience

Superior leadership support

Better operating model

Front-Runners 27%69% Slow-

Starters

48%81%

consumer insights is very strategic and is initiated and monitored at the very top level

VsAdvanced use of data and analytics capabilities

41%67%

Users of consumer insights are given the support required to interpret and act upon them

VsFocus on improvement in decision-making

45%73%Recognize need to expand insights-driven decisions into more business units

Take insights-driven decisions across business units

VsAvailability of the right data and associated skills

36%9%Non-availability of required skills hampers ability to generate insights

Consumer Goods Companies are not Taking

have experienced

90% 43% 51% 54%

security practices donot comply fully withindustry regulations

give customers controlover data collected

framed clear non-negotiable

policies on customer data security

and privacy

total maximum theoretical liability of consumer goods industry if GDPR regulations were to be implemented today

Putting Consumer Insights to Work

Build the Right Governance Structures

Develop Data Analytics Skills

Take a Step-wiseApproach to Deploying Consumer Insights Teams

Establish a Chief Privacy Officer

customer data security breaches

$323Bn

Front-Runners

Slow-Starters

Front-Runners

Slow-Starters

Front-Runners

Slow-Starters

Front-Runners

Slow-Starters

Reach out: Interested in reading the full report?

Head to http://https://www.capgemini-consulting.com/consumer-insights-for-cp

Slideshare: http://www.slideshare.net/capgemini/consumer-insights-for-cp

Follow us on: Twitter @capgeminiconsul or email dti.in@capgemini.com

Privacy and Security Seriously Enough

New Product Development

Brand Strategy

Customer Retention

Customer Experience

Forecasting

Content Creation

Trade Spend

Optimization Fleet Optimization

Channel Management

Brand Pricing

Demand Sensing

Category

Strategy

Smarter Product Distribution & Supplier PerformanceManagement

Inventory Planningand Replenishment

S & OP

Customer Acquisition

SalesforceManagement

Category Management

Network Optimization

Understanding MarketingPayback/ROI

Assortment BreadthCampaign Design

and Execution

Customer engagement

Success Realized from Consumer Insights

Marketing Activities Sales Activities Supply Chain Activities

Cross-Selling and

Up-Selling

Leve

l of E

nabl

emen

t of A

ctiv

ities

by

Cons

umer

Insi

ghts