Operating model design · Household goods and FMCG
Consumer and Market Insights Operating Model Design
CPGS benchmarked the consumer and market insights (CMI) function of a leading fast-moving consumer goods (FMCG) company - twelve expert interviews informed recommendations on organisational structure, strategic decision-making, cost efficiency and the use of AI and advanced analytics
SITUATION
A leading FMCG company aimed to benchmark its CMI function against industry best practices to evaluate competitiveness and adaptability.
Focus included assessing organizational structure, processes, tools, and the integration of AI capabilities amidst rapid digital transformation.
The company sought to reposition CMI as a strategic partner rather than a service provider, while exploring potential cost efficiencies and structural optimisations.
PROJECT OBJECTIVE
Benchmark the CMI function against best practices in the FMCG industry.
Identify areas of strength and improvement in organizational structure, team size and profiles, and integration of CMI in business decisions.
Provide actionable recommendations to enhance the strategic positioning of CMI.
Explore cost efficiencies and propose structural changes to optimize team performance and alignment.
WHAT WAS DONE
Conducted 12 expert interviews with senior FMCG professionals to gather insights on CMI structures, tools, and practices.
Benchmarked the client’s CMI function against centralized, decentralized, and matrix organizational models to identify the most effective structure.
Analyzed metrics such as team size, budget control, autonomy, and cross-functional integration to highlight improvement areas.
Explored the role of AI and advanced analytics for knowledge management and consumer insights, benchmarking against industry leaders.
Evaluated the effectiveness of current tools and processes, including AI-driven segmentation, research methodologies, and partnerships with external providers.
RESULTS DELIVERED
Delivered a benchmark report identifying key gaps and opportunities in the client’s CMI structure.
Recommended strategies to strengthen CMI’s role as a strategic partner by enhancing integration with marketing, R&D, and innovation teams.
Provided a roadmap for cost optimization, balancing strategic onshore roles with offshore operational support.
Proposed methodologies, tools and strategic metrics for CMI to effectively contribute to critical business decisions, focusing on product development, go-to-market strategies, brand health, and marketing campaigns, ensuring consistency and enhanced decision-making.
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