A Global CPG Company Transforms Their Line Review Process

Case Summary

Our client, a $7.4B global consumer products company, sells a range of brands across three segments: Outdoor Solutions, Consumer Solutions, and Branded Consumables. The Consumer Solutions Division, which had grown largely through acquisitions, lacked a consistent line review preparation process, as well as clearly defined roles/responsibilities and a standard toolset for this process.

As a result, line review preparation was chaotic, inefficient, last minute, and generally item/price related. Line reviews were also largely conducted by product managers, which vastly decreased the amount of time they spent on new product innovation and managing product lines. All of these factors negatively impacted sales.

The Consumer Solutions Division engaged Symmetrics Group to transform their line review process to be more efficient and ultimately improve sales.

Business Challenge

To enable a more seamless line review process, our client formed a new customer marketing organization to work with Field Sales and Channel Sales. The formation of this group also allowed product managers to return to their primary role.

The division hired Symmetrics Group to formalize the line review process, define roles, and build a consistent toolset. We also developed a quantitative account segmentation tool, which segmented customers into A, B, or C accounts – with differing line review steps and tools to accommodate larger vs. smaller accounts.

Finally, Symmetrics Group trained the Field Sales, Channel Sales, and Customer Marketing teams to run the new process, collaborating with each other to prepare for line reviews in a far more efficient and effective manner.

Symmetrics Group Approach

Symmetrics analyzed the existing process, tools, and roles. We interviewed many members of all three primary groups (Field Sales, Channel Sales, and Customer Marketing) to assess parts of the process or tools that were already working well. In addition, we attended line review prep meetings and actual line reviews to have context for how the teams currently prepared.

We then formed an advisory task force made up of members from all three groups to guide us through the process of redefining all key elements of the line review process for efficiency and effectiveness.

Results

The client received:

  • An efficient line review prep process customized for different customer rankings (A, B, C)
  • Standard toolset – also customized for A, B, and C customers
  • Quantitative customer segmentation with parameters that can be easily changed or manipulated by the client should they require further refinement in the future

Re-defined roles and responsibilities for all Field Sales, Channel Sales, and Customer Marketing teams

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