Development of a commercial strategy for the
online channel over 2-3 years
Strategic vision adapted to the channel. Looking outward, improving inward to have a clear understanding of where we are heading and what we can truly achieve.
Challenge:
Today, it goes without saying that the online channel is strategic in the development of any commercial and communication activities in fast-moving consumer goods brands. However, there is generally a lack of methodology and knowledge to answer the most basic and relevant questions:
– Which customers do we prioritize? Based on what criteria?
– Where do we have the most potential for growth? With which products?
– What can I request and not request in negotiations with online retailers?
What did we do?
- Identifying the best opportunities for growth based on qualitative and quantitative analysis.
- External benchmarking to identify the success factors of brands performing well in the online channel.
- Developing the brand’s negotiation strategy for online retailers.
- Defining realistic objectives and growth targets for the next 3-5 years based on industry trends and the potential of different customers.
Results:
- Developing the strategic plan for the Pascual brand in the online channel for the next 3 years.
- Standardizing negotiation processes with customers to maximize results.
