Case Study
Strategic Overhaul for a Global Consumer Giant’s Operation in NZ
Introduction
Profile
The New Zealand branch of a global consumer brand.
Objective
The imperative was clear - forge a data-centric customer pricing strategy to ensure an edge during the B2B contract negotiation and effectively parry robust competition from industry leaders.
Industry
FMCG
B2B
Business Size
$10 Billion NZD
Type Of Work
Customer Strategy
Challenge
Negotiation Imbalance
Historically, the B2B partners held the reins during discussions, owing largely to their expansive D2C network. Their ready access to data points across major wholesalers in pertinent categories often tipped the balance, enabling them to dictate favourable terms.
Solution
Leveraging Shared Data
Equipped with comprehensive sell through and pricing datasets at customer and SKU level. The data was meticulously analysed to unearth trends, specifically concerning promotional effects on sales across various categories.
Holistic Analysis
By juxtaposing the sell-through data against the internal sell-in dataset, a panoramic view of customer specific opportunities emerged. This insight-driven perspective hinted at potential product range augmentations and highlighted gaps that could be plugged with innovative offerings.
Results
Strategic Win
Skillful negotiations, backed by incisive data insights, led to a more advantageous pricing model during the contract renewal, reflecting in a notable uplift in EBITDA %.
Enhanced Portfolio
The renewal process paved the way for the introduction of a novel product lineup, superseding competitor offerings and further enhancing market presence.
EBITDA
+
Successful delivery of bottom-line gain.
Conclusion
A Template for Success
The pioneering approach, rooted in empirical data, has now set the gold standard and is the go-to blueprint for all subsequent major partner contract deliberations.
Long Term Plan
Market Strategy
Customer Strategy
Product / Service Strategy
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