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Consumer Packaged Goods

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Enormous changes are taking place in the consumer packaged goods (CPG) industry, and they are doing so at an unprecedented pace. It can feel like a battlefield; consumers are continuously changing and retail customers are significantly more demanding.

The professionals at Conway MacKenzie offer deep expertise specifically tailored to the middle-market CPG industry. Since the 1970s, our team has had a history of success. Conway MacKenzie helps CPG companies and manufacturers navigate today’s issues with a fresh look and hands-on approach.

  • We know that CPG is more than distribution, logistics and manufacturing. CPG is about helping your brands meet ever-changing consumer demand, navigating complex customer channels and driving operational excellence while keeping a critically important eye on innovation.
  • We fill a gap in the middle market where a hands-on approach is essential to helping your teams focus on accelerating performance while still taking care of current demands.
  • We have decades of operational expertise in CPG.

Industries

Our CPG Advisory Services team has experience advising a wide range of industries including, but not limited to:

  • Food and beverage (including baked and prepared foods)
  • Liquor, beer and wine
  • Paper products
  • Personal care products (including beauty care)
  • Pet care
  • Vitamins and supplements

Functional Areas of Expertise

  • Sales and marketing leadership
  • Strategy and positioning
  • Brand and product management
  • Innovation and new product process management
  • Channel management
  • Events and promotions
  • Shopper and customer marketing
  • Organizational structure
  • Operations and logistics
  • Manufacturing capabilities
  • Performance analytics
  • Financials and accounting
  • Debt restructuring

Key indicators that your company will need our help:

  • Lack of top-line and profitable growth
  • Process challenges and inefficiencies
  • Underperforming sales and marketing teams
  • New product failures and a lackluster innovation pipeline
  • Ineffective marketing and media plans
  • Disconnects with current customer channels and demands
  • Poor promotion returns and lifts
  • Challenged customer relationships

Benefits of Consumer Packaged Goods Advisory Services

Conway MacKenzie and its Consumer Packaged Goods Advisory Services team pride themselves on delivering value and benefits in these functional areas:

  • Sales and marketing excellence
  • Brand/product management
  • New product development
  • Category management
  • Big data and advanced analytics
  • Customer and revenue management
  • E-commerce and multichannel excellence
  • Advertising and media plan development (i.e., digital, traditional)
  • Emerging markets
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View Select Case Studies
Strategy. Execution. Results.

The Engagement

Conway MacKenzie provided financial advisory services, interim management and board directorship to a furniture retailer.

Our Role

Conway MacKenzie evaluated restructuring options and developed a course of action that would allow the company to survive. After months of negotiation with the company’s secured lenders, suppliers and landlords, an out-of-court workout strategy was put into action.

The Result

Through this process the secured debt was satisfied, a major creditor agreed to forgive its debt and fulfill outstanding orders, a license was sold to another operator and unsecured creditors recovered significantly more than they would in a bankruptcy. Most importantly, the family was able to retain the company’s intellectual property and continue operating its heritage brand from its historical location. Ultimately $60 million of debt was resolved through an out-of-court workout. Due to the involvement of Conway MacKenzie, creditors were pleased with the outcome as they realized results exceeded all other alternatives. The company was able to continue operating as a furniture store and the community retained one of its longest operating companies.

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