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Cloud-enabled, digitally
savvy and tailored to each
individual
Creating peak consumer
experiences in the consumer
goods in...
2
THE STRANGE
NEW WORLD
Cloud computing has introduced extraordinary opportunities
for consumer goods companies to transfo...
3
THE POSSIBILITIES ARE ENDLESS
While we see some companies using
cloud in innovative ways to engage more
directly with co...
4
BUT TO PURSUE THESE POSSIBILITIES
CPG COMPANIES NEED TO ADDRESS NEW CHALLENGES
Consumer goods companies operate in an en...
5
CLOUD COMPUTING CAN BE A
CRITICAL ENABLER OF SUCCESS
All consumer goods & services businesses are digital businesses (or...
6
THE GOOD NEWS:
THE ADOPTION OF CLOUD
COMPUTING IS ACCELERATING…
• CG&S cloud spending in 2015 will be $4.6
billion – up ...
7
POTENTIALLY
GAME-CHANGING
OPPORTUNITIES
REMAIN UNTAPPED
As an industry, Consumer Goods is relatively immature
when it co...
8
OPPORTUNITIES
ABOUND FOR
CONSUMER GOODS
COMPANIES BOLD
ENOUGH TO TAKE
THE LEAD
Copyright © 2015 Accenture All rights res...
9
OPPORTUNITY:
NEW PRODUCT & PROCESS INNOVATION
Copyright © 2015 Accenture All rights reserved.
The use of the cloud to he...
10
OPPORTUNITY:
FORECASTING & PLANNING
Copyright © 2015 Accenture All rights reserved.
Analytics and social media (to unde...
11
OPPORTUNITY:
MANUFACTURING & SUPPLY CHAIN
Copyright © 2015 Accenture All rights reserved.
Inventory management
Strategi...
12
OPPORTUNITY:
SALES, MARKETING & ADVERTISING
Copyright © 2015 Accenture All rights reserved.
Cloud-enabled Sales Force A...
13
OPPORTUNITY:
CLOUD CAN DRIVE TRANSFORMATIONS IN BACK-OFFICE FUNCTIONS
Copyright © 2015 Accenture All rights reserved.
C...
14
OPPORTUNITY:
CLOUD CAN BE A CRITICAL ENABLER OF A COMPANY’S EXPANSION INTO EMERGING MARKETS
Copyright © 2015 Accenture ...
15
CG&S COMPANIES LOOKING TO
GROW IN EMERGING MARKETS MUST OVERCOME MANY CHALLENGES
Copyright © 2015 Accenture All rights ...
16
CLOUD COMPUTING CAN HELP
CONSUMER GOODS COMPANIES OVERCOME THESE EMERGING-MARKET CHALLENGES
Copyright © 2015 Accenture ...
17
BEYOND THE VALUE CHAIN AND EMERGING
MARKET OPPORTUNITIES, CONSUMER
GOODS COMPANIES ARE USING CLOUD TO
RE-IMAGINE THEIR ...
18
CLOUD CAN ALSO HELP
CONSUMER GOODS
COMPANIES
TRANSFORM THEIR
OPERATIONS IN MANY
OTHER INNOVATIVE
WAYS
Cloud opportuniti...
19
WHY ARE CONSUMER
GOODS COMPANIES
NOT YET TAKING FULL
ADVANTAGE OF
CLOUD’S CAPABILITIES?
Copyright © 2015 Accenture All ...
20
At Accenture, we believe the future
of cloud computing in the consumer
goods industry is all about 360-
degree connecti...
21
STEP 1:
TO THRIVE IN THE NEW ERA OF VALUE
CREATION, CONSUMER GOODS
COMPANIES NEED TO IDENTIFY THE
STRATEGIC IMPERATIVE ...
Become fit for
competitiveness
Develop flexible,
responsive and cost-
effective routes to
market
Manage risk
and embed
sus...
23
STEP 3:
CONSUMER GOODS
COMPANIES NEED TO ASSESS
THEIR APPETITE FOR CHANGE
Copyright © 2015 Accenture All rights reserve...
24
THE TIME TO
ACT IS NOW
Copyright © 2015 Accenture All rights reserved.
These changes, in turn, can transform entire
bus...
25
ABOUT ACCENTURE
Accenture is a global management consulting, technology
services and outsourcing company, with more tha...
26
ABOUT ACCENTURE CLOUD
Accenture is uniquely positioned to help organizations use
the cloud for competitive advantage wi...
Copyright © 2015 Accenture All rights reserved. 27
This document makes descriptive reference to trademarks
that may be own...
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Creating peak consumer experiences in the consumer goods industry

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Cloud computing has introduced extraordinary opportunities for consumer goods companies to transform how they conceptualize, produce, manage and sell.

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Creating peak consumer experiences in the consumer goods industry

  1. 1. Cloud-enabled, digitally savvy and tailored to each individual Creating peak consumer experiences in the consumer goods industry
  2. 2. 2 THE STRANGE NEW WORLD Cloud computing has introduced extraordinary opportunities for consumer goods companies to transform how they conceptualize, produce, manage and sell. In fact, cloud has the potential to completely re-define what it means to be a consumer goods company. Copyright © 2015 Accenture All rights reserved. A world of hyper-customization A world of clairvoyance A world of engagement A world of enchantment
  3. 3. 3 THE POSSIBILITIES ARE ENDLESS While we see some companies using cloud in innovative ways to engage more directly with consumers or transform their operations, we also see that the lion’s share of cloud investments are still aimed at driving efficiencies or incremental growth. That means there is plenty of opportunity for forward-thinking companies to achieve first- mover advantage in the new era of value creation – an era that calls for breakthrough thinking. Copyright © 2015 Accenture All rights reserved.
  4. 4. 4 BUT TO PURSUE THESE POSSIBILITIES CPG COMPANIES NEED TO ADDRESS NEW CHALLENGES Consumer goods companies operate in an environment of high volatility, fragmentation and complexity. To meet their objectives for growth and agility, they should: Copyright © 2015 Accenture All rights reserved. 1 Meet the growing demands of “always-on” and “always-connected” consumers 2 Deliver differentiated products and services (and perfect execution) that consumers in developed markets now expect 3 Penetrate (and quickly scale their operations) in fragmented, fast-growing emerging markets 4 Provide information security 5 Manage their growing channel (and brand) complexity 6 Overcome growing margin and cost pressures 8 Manage their supply chain volatility 9 Achieve operational excellence (while minimizing risk) 7 Distinguish themselves in an increasingly competitive field
  5. 5. 5 CLOUD COMPUTING CAN BE A CRITICAL ENABLER OF SUCCESS All consumer goods & services businesses are digital businesses (or should be). Cloud underpins digital differentiation. It can help companies to achieve step-change performance improvements and address their imperatives for: Copyright © 2015 Accenture All rights reserved. But cloud can only deliver on these imperatives if companies are willing to invest in innovative ways. Recently, Accenture assessed the consumer goods landscape to see if (and how) companies were using cloud to position their businesses for the new era of value creation. Engaging with connected consumers Optimizing routes to market Building agile operating models that can boost competitiveness (at less risk)
  6. 6. 6 THE GOOD NEWS: THE ADOPTION OF CLOUD COMPUTING IS ACCELERATING… • CG&S cloud spending in 2015 will be $4.6 billion – up from $1.3 billion in 2010 – up to a 37 percent year-on-year growth* • Consumer goods companies are becoming more comfortable with the cloud and are moving from private to public clouds with greater confidence • Consumer goods companies are realizing the value cloud delivers in a number of areas – from HR and knowledge management to • Traditional ERP platforms (e.g., SAP) are now cloud-enabled, opening up new opportunities for companies to pursue hybrid cloud solutions • Cloud is no longer solely a “cost play,” spearheaded by IT. Copyright © 2015 Accenture All rights reserved. • 12 percent of CG&S IT workload has moved to the cloud – 2x the global average* • There is now less concern about issues of cloud security and reliability Cloud adoption is gaining momentum in the CG&S industry: * source: Accenture analysis, May 2011
  7. 7. 7 POTENTIALLY GAME-CHANGING OPPORTUNITIES REMAIN UNTAPPED As an industry, Consumer Goods is relatively immature when it comes to cloud adoption. That is reflected in the fact that consumer goods companies still focus on cloud solutions that reduce overall IT costs and help drive operational efficiencies. Few companies are using cloud as a strategic facilitator of growth and agility. Copyright © 2015 Accenture All rights reserved. The use of cloud is largely limited to functional or “siloed” areas that are considered non-core Investments in cloud are not aligned to strategic imperatives Most consumer goods companies do not have a vision for how the cloud can enable larger-scale transformations
  8. 8. 8 OPPORTUNITIES ABOUND FOR CONSUMER GOODS COMPANIES BOLD ENOUGH TO TAKE THE LEAD Copyright © 2015 Accenture All rights reserved. THERE IS AMPLE OPPORTUNITY FOR COMPANIES TO DERIVE MUCH GREATER VALUE FROM CLOUD COMPUTING: Cloud can drive transformations in back-office functions • HR • Procurement • ERP • Etc. Cloud can help consumer goods companies improve performance at every stage of the value chain • New product & process innovation • Forecasting & planning • Manufacturing & supply chain • Sales, marketing & advertising Cloud can be a critical facilitator of a company’s expansion into emerging markets Cloud can also help consumer goods companies transform their operations in innovative ways
  9. 9. 9 OPPORTUNITY: NEW PRODUCT & PROCESS INNOVATION Copyright © 2015 Accenture All rights reserved. The use of the cloud to help drive product and process innovation is still quite limited Cloud-based enterprise innovation management platform that captures and connects employee, consumer and consumer insights Online platform for crowdsourcing innovation and capturing feedback from consumers, shoppers and consumers to inform future product design Product testing and iterative experimentation (PaaS) Untapped cloud potential Cloud can drive transformations in back-office functions
  10. 10. 10 OPPORTUNITY: FORECASTING & PLANNING Copyright © 2015 Accenture All rights reserved. Analytics and social media (to understand consumer segments, preferences, effects of promotional offers or likely success of new product launches) Demand-sensing technologies in emerging markets Managing high data volumes for planning and budgeting (as and when required) Current cloud uses Cloud-hosted store intelligence to help identify the need for product variants that match consumer preferences Cloud-enabled platform for order automation Cloud-based information management systems that enable companies to access consumer information across all touch points Untapped cloud potential
  11. 11. 11 OPPORTUNITY: MANUFACTURING & SUPPLY CHAIN Copyright © 2015 Accenture All rights reserved. Inventory management Strategic sourcing and contract management Supply chain and plant design Current cloud uses Production, capacity and logistics management Automated field-manufacturing processes Post-merger manufacturing synergies In-store intelligence to recognize gaps in supply chain (and prompt action) Mobile solutions for distribution Product lifecycle management solutions Untapped cloud potential
  12. 12. 12 OPPORTUNITY: SALES, MARKETING & ADVERTISING Copyright © 2015 Accenture All rights reserved. Cloud-enabled Sales Force Automation, Retail Execution and Trade Promotion Management (TPM)* Consumer preferences and behaviors (gathered via analytics and social media) to create better experiences and improve engagement Enhanced store visibility and sales Data management platforms (connecting media performance data to individual consumer records) Current cloud uses Real-time, in-store response from field sales reps Cloud-enabled product placement and visibility through monitored promotional compliance Data set comparisons Geo-spatial recognition for offers Many-to-many connectivity (omni-channel, seamless experiences) Improved visibility into performance at store level Brand asset management (digital decoupling) Untapped cloud potential
  13. 13. 13 OPPORTUNITY: CLOUD CAN DRIVE TRANSFORMATIONS IN BACK-OFFICE FUNCTIONS Copyright © 2015 Accenture All rights reserved. Cloud computing is already helping consumer goods companies operate more efficiently. Cloud-based solutions are particularly relevant in programs designed to: Drive more value from ERP investments. A number of ERP platforms (e.g., SAP) are now cloud- enabled, which makes it relatively easy for CG&S companies to integrate their on-premise solutions with cloud applications Increase the modularity of existing ERP solutions to manage the growing market diversity and adapt to volatility Improve knowledge management capabilities Unify processes – either within a business unit or functional area or across the enterprise Streamline recruitment and HR processes to help attract and retain talent Optimize procure-to-pay processes
  14. 14. 14 OPPORTUNITY: CLOUD CAN BE A CRITICAL ENABLER OF A COMPANY’S EXPANSION INTO EMERGING MARKETS Copyright © 2015 Accenture All rights reserved. Emerging markets cannot be ignored. We believe, in the consumer goods industry, future spending will be dominated by emerging markets. The growing middle-class in these countries is expected to produce more than 1 billion new consumers by 2020. * Source: Mario Pezzini, “An emerging middle class,” OECD Observer, 2012. Retrieved on February 15, 2015 from http://www.oecdobserver.org/n ews/fullstory.php/aid/3681/An _emerging_middle_class.html 7 10 18 14 22 36 6 8 10 66 54 28 2 2 2 6 6 6 2030 2020 2009 PROJECTIONS OF THE GLOBAL MIDDLE CLASS (%) 10 17 26 20 29 38 6 7 7 59 42 23 1 1 1 6 6 6 2030 2020 2009 PROJECTIONS OF SPENDING BY THE GLOBAL MIDDLE CLASS (%) Data Sources: OECD Development Centre North America Europe Central & South America Asia Pacific Sub-Saharan Africa ME&NA
  15. 15. 15 CG&S COMPANIES LOOKING TO GROW IN EMERGING MARKETS MUST OVERCOME MANY CHALLENGES Copyright © 2015 Accenture All rights reserved. MINT markets present additional challenges, including: Limited Internet penetration Low digital commerce volume Both BRIC and MINT markets exhibit: + Explosive growth, which makes it difficult to keep up or even know “where to play” Highly fragmented routes to market Highly localized consumer needs Strong regional players Multiple payment models (e.g., cash on delivery, credit card and wire transfers) Logistics and fulfilment challenges Higher return rates and low average order value
  16. 16. 16 CLOUD COMPUTING CAN HELP CONSUMER GOODS COMPANIES OVERCOME THESE EMERGING-MARKET CHALLENGES Copyright © 2015 Accenture All rights reserved. Cloud computing can lower the barriers to entry. Today’s opportunities are focused on BRIC markets, which have infrastructures in place to support cloud strategies. But as the MINT markets advance, these opportunities will quickly arise in those countries, as well. In addition to taking advantage of the cloud opportunities available across the value chain, consumer goods companies looking to expand in emerging markets can (or soon will be able to) use the cloud to: • Establish innovative and efficient penetration channels (i.e., mobile sales forces in rural areas) • Establish a strong(er) e-Commerce or digital commerce presence • Build a robust, agile and highly scalable infrastructure • Improve consumers’ experiences and organizational operations and processes with analytics • Understand consumer segments, preferences and behaviors (and tailor products and services accordingly) via social media monitoring and analytics • Promote real-time consumer engagement • Automate manufacturing facilities near the new consumer centers • Achieve better visibility into complex distribution systems • More easily partner with logistics, distribution or manufacturing partners
  17. 17. 17 BEYOND THE VALUE CHAIN AND EMERGING MARKET OPPORTUNITIES, CONSUMER GOODS COMPANIES ARE USING CLOUD TO RE-IMAGINE THEIR INFRASTRUCTURES AND BUSINESS PROCESSES Infrastructure-as-a-Service (IaaS) Cloud can help companies create a robust, scalable, agile infrastructure that supports today’s (and tomorrow’s) IT demands. Business-Process-as-a-Service (BPaaS) Cloud can help companies achieve new levels of efficiency, agility and productivity by optimizing the delivery of processes. Copyright © 2015 Accenture All rights reserved.
  18. 18. 18 CLOUD CAN ALSO HELP CONSUMER GOODS COMPANIES TRANSFORM THEIR OPERATIONS IN MANY OTHER INNOVATIVE WAYS Cloud opportunities are virtually limitless. Currently, we are seeing CPG companies examining cloud’s potential role in the following areas: Copyright © 2015 Accenture All rights reserved. Divestiture management Greenfield startup support Application management Big data compilation/ data discovery Crowdsourcing for business Brand asset management Such cloud uses represent just the tip of what is possible.
  19. 19. 19 WHY ARE CONSUMER GOODS COMPANIES NOT YET TAKING FULL ADVANTAGE OF CLOUD’S CAPABILITIES? Copyright © 2015 Accenture All rights reserved. The main barriers to cloud adoption are: Control Confusion Complexity Talent Investments Security
  20. 20. 20 At Accenture, we believe the future of cloud computing in the consumer goods industry is all about 360- degree connectivity and personalization. Copyright © 2015 Accenture All rights reserved. ENVISIONING THE FUTURE Reaching out to consumers more directly than ever before (and customizing products down to the individual level) Connecting more directly and quickly with business allies to improve value chain operations and consumer experiences Collaborating internally and with consumers to drive new product and service innovations Accessing and analyzing vast quantities of data, from both traditional and non-traditional sources, to generate the insights and drive the actions that will move the business forward
  21. 21. 21 STEP 1: TO THRIVE IN THE NEW ERA OF VALUE CREATION, CONSUMER GOODS COMPANIES NEED TO IDENTIFY THE STRATEGIC IMPERATIVE THAT IS MOST PRESSING FOR THEIR ORGANIZATIONS CG&S companies have no choice but to build digitally enabled capabilities and operating models. As they do, they must also recognize that cloud underpins any digital future – providing the platform, capabilities and accessibility required to drive growth, strengthen agility and improve efficiencies. Copyright © 2015 Accenture All rights reserved. As a first step, companies should identify the strategic imperative that is most pressing for their organizations. Create fluid and real-time consumer engagement Develop flexible, responsive and cost-effective routes to market Become fit for competitiveness Manage risk and embed sustainability
  22. 22. Become fit for competitiveness Develop flexible, responsive and cost- effective routes to market Manage risk and embed sustainability 22 STEP 2: CONSUMER GOODS COMPANIES NEED TO IDENTIFY HOW CLOUD CAN POTENTIALLY HELP THEM REACH THEIR GOALS Copyright © 2015 Accenture All rights reserved. Cloud solutions offer a number of advantages when it comes to driving growth, strengthening agility or improving efficiencies Imperative How cloud can help • Produces a single (and singular) view of consumers and all their interactions • Provides anytime/anywhere engagement with an always-on consumer • Seamlessly delivers integrated and customized marketing and offerings across channels • Enables a mastery of data analytics processes to optimize delivery of products, prices and promotions • Quickly scales in emerging markets, extending reach and strengthening the infrastructure across a fragmented consumer base • Scales up or down to match changing market needs • Enables superior management of core and non-core business processes to drive agile and flexible operating models and supply chains—at a lower cost • Powers a single version of truth, accessible from any market or outlet • Facilitates the creation of a broad network of suppliers and partners Create fluid and real- time consumer engagement
  23. 23. 23 STEP 3: CONSUMER GOODS COMPANIES NEED TO ASSESS THEIR APPETITE FOR CHANGE Copyright © 2015 Accenture All rights reserved. SaaS to offer context-based services that create richer consumer experiences? Cloud can enable extraordinary change. And change can be scary. Consumer goods companies need to assess how bold they want to be. Are they, for example, ready to use: PaaS to drive process innovation and iterative experimentation? IaaS to support more effective product lifecycle management or 360-degree consumer views? BPaaS to manage high volumes of data and activities such as “social listening”?
  24. 24. 24 THE TIME TO ACT IS NOW Copyright © 2015 Accenture All rights reserved. These changes, in turn, can transform entire businesses and drive new levels of growth, agility and efficiency. Consumer goods companies that successfully transition to the cloud with a bold strategy will enjoy the benefits of first-mover advantage. The field is wide open. The opportunities are there for the taking. The time to act is now. When used to its fullest advantage, cloud computing can make 360-degree connectivity a reality. As barriers fall, cloud will help transform: How things are Discovered How things are Delivered How insights are Created How things are Consumed
  25. 25. 25 ABOUT ACCENTURE Accenture is a global management consulting, technology services and outsourcing company, with more than 319,000 people serving clients in more than 120 countries. Combining unparalleled experience, comprehensive capabilities across all industries and business functions, and extensive research on the world’s most successful companies, Accenture collaborates with clients to help them become high- performance businesses and governments. The company generated net revenues of US$30.0 billion for the fiscal year ended Aug. 31, 2014. www.accenture.com Copyright © 2015 Accenture All rights reserved.
  26. 26. 26 ABOUT ACCENTURE CLOUD Accenture is uniquely positioned to help organizations use the cloud for competitive advantage within a complex digital marketplace. With a full range of cloud services, from strategy and implementation to migration and a cloud brokerage, we help clients plan for, integrate and manage in a hybrid world where cloud and legacy systems co-exist. We combine those insights with our industry knowledge, delivery experience and diverse ecosystem to drive innovation and transform complex environments into high-performing digital businesses. Accenture has worked on more than 8,000 cloud computing projects for clients, including nearly 75 percent of the Fortune Global 100, and has approximately 15,000 professionals trained in cloud computing. Copyright © 2015 Accenture All rights reserved. Visit us at: Accenture.com/Cloud Follow us on Twitter: @AccentureCloud
  27. 27. Copyright © 2015 Accenture All rights reserved. 27 This document makes descriptive reference to trademarks that may be owned by others. The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks. Copyright © 2015 Accenture. All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture. This document is produced by consultants at Accenture as general guidance. It is not intended to provide specific advice on your circumstances. If you require advice or further details on any matters referred to, please contact your Accenture representative. This document is produced by consultants at Accenture as general guidance. It is not intended to provide specific advice on your circumstances. If you require advice or further details on any matters referred to, please contact your Accenture representative.

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