Food & Beverage

Business Consulting – Customer Experience - Market Research – Business Plan Validation & Evaluation

The supply chain of the Food and Beverage industry is changing rapidly. This trend is posing new challenges to each player along the value chain, including:

  • Regulatory changes and uncertainty: strategic decisions are driven by new requirements at European and national level, including traceability, the country of origin, public health and food safety, environmental norms, corporate social responsibility, taxation, etc.;
  • Pressure on competitiveness and margins: retailers and distributors have changed their business models in response to growing competition and rising input prices. Examples of strategic responses to the economic pressure include private labels, the reshaping of relationship with producers, branding and loyalty strategies to expand into higher value markets;
  • Demand-side changes: customers’ expectations in terms of quality, origin and food processing are growing, also as an effect of higher information availability thanks to the internet. This creates new markets, linked to lifestyle and health trends – such as bio-food, fitness, allergies and food intolerances. It also creates new distribution channels, such as online shopping.

Valdani Vicari & Associati (VVA) has executed several marketing strategy- and European public policy projects in the Food and Beverage industry. Moreover, it has also performed numerous market research studies.

The practice area Business Consulting has acquired significant expertise in the Food and Beverage industry, with a particular focus on marketing strategies. It is thus capable of applying ad-hoc methodologies to support:

  • The development and the implementation of a Marketing Plan: qualitative analysis and quantification of the market, brand and product positioning, SWOT analysis, definition of critical success factors, creation of the Marketing Plan including P&L account and support to the implementation of marketing strategies;
  • Launch of new products: definition of the optimal price, analysis of current positioning through the adoption of market Value Curves and identification of key differentiators, development of the Launch Plan;
  • Management and update of the brand/product/customer portfolio: portfolio analysis, prioritization on the basis of the share of revenues (Pareto analysis), of the performance in terms of profit margin, of the relevance with respect to bundling/cross selling/offer system strategies, and fine tuning of the portfolio.

The practice Market Research proposes customised solutions for the Food and Beverage industry, aimed at:

  • Validating the elements of the copy strategy through qualitative and quantitative market research approaches:
    • Ex-ante phase: validation of different alternatives of communication and identification of the optimal hypothesis among different proposed campaigns;
    • Ex-post phase: measurement of the effectiveness of the communication in terms of impact, memorability, easiness to understand and level of appreciation and involvement;
  • Identifying the relevant consumer insights to develop new product and service concepts, thanks to the development of comprehensive market research approaches;
  • Understanding the potential of each aspect of the new product mix: concept – product – packaging, name test. This objective is achieved through bottom-up and top-down methodological approaches, aimed at providing a non-biased perception of the specific functional benefits of a new product.

The practice European Public Policy works in partnership with Arcadia International in the Agri-Food industry, in order to develop ad-hoc solutions to:

  • Assess the impact of new norms: analysis of the norms in the process of being approved, identification of the impact for the company, economic studies to estimate the effect on costs and revenues, reshaping of existing processes to minimise the costs originated from the European public policy;
  • Support lobbying activities: analysis of the norms, identification of the impact for the company, including the economic assessment of the effect on companies’ costs and revenues, elaboration of a detailed report in support of the lobbying activity, elaboration of alternative policy proposals supported by cost/benefit analyses.

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