SITUATION

• A leading FMCG company aimed to benchmark its CMI function against industry best practices to evaluate competitiveness and adaptability.

• Focus included assessing organizational structure, processes, tools, and the integration of AI capabilities amidst rapid digital transformation.

• The company sought to reposition CMI as a strategic partner rather than a service provider, while exploring potential cost efficiencies and structural optimisations.
  

PROJECT OBJECTIVE

• Benchmark the CMI function against best practices in the FMCG industry.

• Identify areas of strength and improvement in organizational structure, team size and profiles, and integration of CMI in business decisions.

• Provide actionable recommendations to enhance the strategic positioning of CMI.

• Explore cost efficiencies and propose structural changes to optimize team performance and alignment.
  

WHAT WAS DONE

• Conducted 12 expert interviews with senior FMCG professionals to gather insights on CMI structures, tools, and practices.

• Benchmarked the client’s CMI function against centralized, decentralized, and matrix organizational models to identify the most effective structure.

• Analyzed metrics such as team size, budget control, autonomy, and cross-functional integration to highlight improvement areas.

• Explored the role of AI and advanced analytics for knowledge management and consumer insights, benchmarking against industry leaders.

• Evaluated the effectiveness of current tools and processes, including AI-driven segmentation, research methodologies, and partnerships with external providers.
  

RESULTS DELIVERED

• Delivered a benchmark report identifying key gaps and opportunities in the client’s CMI structure.

• Recommended strategies to strengthen CMI’s role as a strategic partner by enhancing integration with marketing, R&D, and innovation teams.

• Provided a roadmap for cost optimization, balancing strategic onshore roles with offshore operational support.

• Proposed methodologies, tools and strategic metrics for CMI to effectively contribute to critical business decisions, focusing on product development, go-to-market strategies, brand health, and marketing campaigns, ensuring consistency and enhanced decision-making.