Procter & Gamble Brazil
Conduct a landscape assessment and create a business plan to increase market share in cash and carry retailers.
Procter & Gamble has over 300 brands as a consumer goods company with operations in over 180 countries. The decline in Brazil’s GDP coupled with higher inflation has caused the middle class to migrate to cash-and-carry channels in search of value. The MAP team was tasked to help P&G Brasil to better understand and meet the needs of these customers. The MAP team assisted in collecting and synthesizing the fact-base necessary to evaluate various strategic alternatives and make well-informed choices about its cash-and-carry business with regards to hygiene and beauty categories. The MAP team also conducted intensive primary research to help P&G Brasil define and develop best-in-class cash-and-carry for hair care, oral care, and grooming categories. The team recommended how P&G can access additional flagship and/or premium opportunities within the cash-and-carry channel.
