SKIM

While traditionally sales calls were made using printed detail aid materials, detailing has become the new standard. Our client at a global pharmaceutical company, Rachelle, reached out to us to measure the performance of their draft detail aid among GP’s on key parameters (e.g. key message recall, prescription-recommendation intent) and defining potential areas for improvement to fine-tune the detail aid.

How can a global organization improve strategic decision-making, align all stakeholders around an action plan, and accelerate deployment? 

These were the exact questions Danone faced last year in its plant-based acceleration unit of the specialized nutrition division. 

As one of the top global food companies, adapting to changing consumer behavior is always a key challenge for Danone. And with their committment to both healthy people and a healthy planet, Danone needed to respond to the growing popularity of plant-based products. Danone wanted to continue to grow infant nutrition by leveraging plant-based assets from the company.

Danone’s global strategy and insights team saw an opportunity to use business wargaming, a data-driven, agile decision-making approach to enabling faster and more holistic decision, to help accelerate strategic decision-making and growth for its plant-based portfolio. 

FMCG revenue professionals are challenged with creating a win-win-win situation: Provide consumers with the right product at the right price, create value with retail customers in challenging times, all while delivering top and bottom-line growth. And all of this while working within legal limits in countries that prohibit resale price maintenance. 

Leading consumer goods companies like Unilever are increasingly adopting a net revenue management (NRM) approach to tackle this challenge. By applying a structured approach to analytics and encouraging open-mindedness, companies like Unilever are maximizing their net revenue and profits. 

While you may subscribe to this holistic approach in theory, how exactly does an NRM mindset work at the brand level? How can NRM help you adapt to sudden market changes, like rising costs, or when you need to stake your claim in a fiercely competitive category? 

Read on to learn about how two leading Unilever-owned Dutch brands, Unox and Andrélon, took part in a NRM journey. 

How do you best develop compelling B2B messaging that will motivate customers globally – in a crowded online marketplace? 

Such was the challenge Google faced when it set out to improve its marketing communications as part of a global retail marketing campaign for mid-market retailers last year – to make its messaging approach more consistent across its various channels. 

Edrington UK is the sales, marketing and distribution business of internationally renowned spirits company, Edrington. The company’s portfolio includes beloved whiskies and cognacs such as The Macallan, The Famous Grouse and Jim Beam. When the pandemic disrupted consumer behavior and paths to purchase shifted more towards digital channels, Edrington needed a data-driven approach to understand the changes and help prioritize its marketing strategies. If you’re facing similar shifts in consumer behavior and shopper journeys, Edrington’s success story is enlightening and inspiring.

SKIM, insights-based consultancy, has been recognized as the third most innovative insights agency in Greenbook’s 2023 GRIT Business & Innovation Report. Since making its debut on the list six years ago, SKIM has steadily climbed the ranks of the Top 50 list. The company continues to be recognized for its analytics expertise, innovations, and unique approach to client partnerships.

The changing nature of health information behavior is challenging pharmaceutical and medtech companies and their insights approaches. In this blog, we reveal the practical applicability and outcomes of the health information behavior framework, including the actionable insights pharmaceutical and medtech marketers need: patient types, information tipping points, preferred sources and channels, unmet needs, as well as other potential marketing opportunities. Read on to learn of two real-world examples of how marketing teams in the dermatology and oncology indications leveraged health information behavior insights to reveal the what, when, why, and to what end patients engage with health information.

Given today’s increasingly green-washed competitive landscape, it’s difficult to stand out, remain relevant, and drive consideration and conversion at the same time. Optimizing sustainability product communications is one way to help your brand achieve these simultaneous goals. We recently conducted a global meta-analysis of sustainability claims across consumer goods products to explore how brands can create more relevant and relatable product communications. Here we reveal how you can best develop product sustainability messaging to drive consideration and purchase – with the ultimate goal of helping create a more sustainable society.

In a recent survey of digital entertainment and fitness service subscribers, 72% of respondents considered these subscriptions to be discretionary spending. In an era of high inflation and fierce competition in the digital subscription space, it’s important to explore what’s driving consumer behavior related to churn: 1. Why are consumers cancelling subscriptions to digital entertainment and fitness services? 2. What do consumers expect from their experience with digital subscription services? 3. What does it take for consumers to rejoin after cancelling their digital subscriptions? Knowing these insights is key to helping your subscription marketing strategy and to decreasing customer churn.

In the past decades, high inflation rates mostly only challenged smaller, troubled economies like Argentina, Venezuela or Turkey. But with CPI prints now topping 9% in the US and the UK, and 10% on average for the 38 countries in the OECD, inflation now touches us all. And it’s not going away anytime soon. As vulnerable consumer segments reach the limits of their wallet and more affluent consumers start to feel the squeeze as well, your company is likely struggling to maintain margins and please shareholders. So, what can you do about this? In this article, you’ll learn a three-step process to mitigate the effects of inflation on your business. We share proven strategies our clients have adopted to successfully tackle inflation.