Case Study: Collaborative Business Planning US & Australia drives success for Global Soup Manufacturer

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  • Narrow portfolio multi county CPG (food) company
  • International restructuring
  • SG&A and Trade Budgets were out of control
  • Category seen by many customers as big but not relevant


  • Category Leadership foundation based on consumer, shopper insight
  • Re-defined category – powerful consumer and market initiatives
  • Re-engineered all Category and Customer Management processes
  • Engaged customers in top to top dialogue
  • Re-structured sales organization around strategic customers
  • Identified/implemented Customer Management competency program
  • Created “bring your work to school” training program
  • Collaborative training with customers to create pilot plans


  • Named as Nielson and Progressive Grocer Category Master
  • Consistent top three position in Advantage and Cannondale Surveys
  • Category growing for the first time in 10 years
  • Stock doubled in four years since inception
  • One page strategic business plans with all key customers
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