Consumer Product (CP) companies operate in an industry where the fundamental rules of the game are changing. The growth of e-commerce, the ability to bypass retailers, the rise of private labels, and the advent of niche CP startups are just some of the trends that are reshaping the sector. Find out the latest findings from our Consumer Insights Infographic.

1. Enhance Effectiveness
of Marketing Campaign
Refine
Existing Products
Consumer Insights
Finding and Guarding the
Treasure Trove
Launch
New Products
Drive
EBITDA growth
Consumer Insights are paying off
What are the Key OpportunityAreas?
How to Make it Work –
Lessons from Industry Leaders
BreadthofConsumerInsights
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 of
activities with consumer
insights and also
Greater success
Enable a breadth of activities,
but experience
limited successachieve
Leverage consumer insights
in few activities and
achieve much
do not
success
Greater 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
Vs
Advanced use of data and analytics capabilities
41%67%
Users of consumer insights are given the support required to interpret and act upon them
Vs
Focus 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
Vs
Availability 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 do
not comply fully with
industry regulations
give customers control
over 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-wise
Approach to
Deploying Consumer
Insights Teams
Establish a Chief
Privacy Officer
customer data
security breaches
$323
Bn
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
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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 Performance
Management
Inventory Planning
and Replenishment
S & OP
Customer Acquisition
Salesforce
Management
Category Management
Network Optimization
Understanding Marketing
Payback/ROI
Assortment Breadth
Campaign Design
and Execution
Customer engagement
Success Realized from Consumer Insights
Marketing Activities Sales Activities Supply Chain Activities
Cross-Selling and
Up-Selling
LevelofEnablementofActivitiesbyConsumerInsights