Testimonial:

“Several of our businesses are delivering improved results, which would have not been possible without the work provided by HRCP. For example, our largest soup brand, Red & White Condensed Soup, is enjoying consumption increases more than two times population growth-increases we have not seen for many, many years.”

M. Carl Johnson, III
Sr. Vice President and Chief Strategy Officer
The Campbell Soup Company

What We Do  |  Customer Growth

For consumer strategies to achieve their full potential, they must be integrated with the customer. Henry Rak Consulting Partners fulfills this crucial need, unifying consumer and customer strategies to create winning partnerships with customers at retail.

Our Customer Growth solution offering includes:

Consumer-based Customer Advantage

Based on our analysis of actual consumer behavior, we help unify consumer and customer strategies to create winning partnerships at retail.

Consumer Decision Tree

Leveraging the Growth Advantage strategy foundation, we help retailers understand how a category is organized, where growth will come from, and how these translate into assortment, shelf and price/promotion improvement.

Strategic Role of Trade Spending

We help maximize volume and profit by developing principles that drive trade spending, based on each brand’s role and position and employing the most effective tactics and discount levels. Using our PromoMastersm tool, we enhance your understanding of the profit/volume tradeoffs associated with specific strategy modifications by simulating the outcomes of those strategy changes.

Pricing

We show how to use pricing as a strategic marketing tool, generating the incremental funds to spend back or add to profit, while maintaining or improving your brand’s value relationship versus its primary competition.

Optimal Assortment

Employing the Growth Advantage strategy foundation and data, we use HRCP’s proprietary MixMastersm tool to define the net effect on volume and profit of changes in product assortment by product segment.

Business Forecasting

We improve forecasting and your understanding of brand success or failure by linking consumer and customer causal factors (not time series data) in a continuous process of business improvement including planning, forecasting and assessment.

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