Consumer packaged good (CPG) companies spend significant amounts on media advertising, trade promotions and other marketing expenses to raise consumer awareness, increase market share and revenues, and build a brand franchise with consumers. At the same time, retailers are extending their operations around the world, making their stores and their private label products increasingly visible to consumers.
Both retail and consumer goods multinationals are reviewing their marketing functions and experimenting with new initiatives that can serve to reinforce their corporate image and mission. Companies are stepping back from mass-marketing strategies and instead adopting a highly targeted approach through CRM that takes advantage of advances in technology on the Internet, DVDs, 3d generation mobile phones, and in-store kiosks.
How PricewaterhouseCoopers can help you
PricewaterhouseCoopers’ (PwC) retail and consumer professionals offer a full range of solutions for helping you match your marketing proposition with your customers’ expectations. We can analyse your marketing proposition from a board, corporate and operations management perspective, as well as assess customer perception and requirements. PwC can also benchmark your marketing and trade promotion expenses through definition of relevant KPIs and improved processes and controls. In addition, our IFRS and tax specialists can help you address the accounting treatment and tax implications on such topics as vendor allowances, customer deductions and advertising expenses.
