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Catalyst of sustainable impacts with average of +30 Revenue, -20% Cost and ROI 10x per project

Deep knowledge of the Russian market combined with extensive international experience

Unrivalled expertise in Pricing and Revenue Management

Unique combination of consulting and management experience to deliver concrete impacts

Who we are

Unique combination of consulting AND management experience

Pragmatism

Pragmatism

Evidence-based approach to achieve tangible results with a focus on feasibility

Expertise

Expertise

Unrivaled Pricing and Revenue Growth Management (RGM) knowledge

Growth Mindset

Growth Mindset

Aiming for sustainable growth in everything we think, say and do

Holism

Holism

Outside-in approach combined with regular Top Management alignement and Front Line accompaniment

Glocal Experience

Glocal Experience

Deep knowledge of the Russian market combined with extensive international experience

Partnership

Partnership

Full-scale cooperation with our clients to share the results of sustainable success together

Brice Barberon (MBA)

Evgeny Rarov (MBA)

Dmitry Vitchinka (MBA)

Vincent Lootens

Roman Romanov

Mikhail Efremov

Alexander Al-Kasbi

What we do

Full scale strategic support, always keeping implementability in sight

Goal:

Ensure maximum profitability of offering and efficiency of commercial investments

A Revenue Management model to ensure profitable growth

Typical pitfalls:

Overlooking importance of pricing
Absence of measurement of commercial investments’ effectiveness and efficiency
Suboptimal portfolios for market value extraction
Low levels of On-Self-Availablity
Absence of conditionality in Trade Terms
Absence of discrimination among channels and customers

Maximizing Revenue Potential

Development of a winning Revenue Growth Management model

Channel Strategy review
Portfolio optimization for maximization of value extraction
Pricing Strategy and operating model
Promotion planning model for maximum efficiency
Trade Terms based on Pay-for-Performance
Organizational model and operating tools for Revenue Management excellence

Goal:

Define efficient RTM model and enable Sales force to maximize market value extraction

An efficient Route-to-Market model based on relevant Segmentation

Typical pitfalls:

Oversized/Undersized Sales force with low efficiency/effectiveness
Absence of discrimination in service levels to customers
Absence of discrimination in commercial investments per customer/PoS
Sub-optimal 3rd party distribution models
Sub-optimal in-store execution
High Out-Of-Stock

Improving Sales Efficiency

Development of a relevant Segmentation model

Profitability analysis by Customer / PoS
Potential analysis by Customer / PoS
Definition of relevant segmentation variable

Development of an optimal Sales model per segment

Sales model definition (Direct vs Indirect, Pre-selling vs Auto-selling vs Tele-selling, ...)
Service level definition (Visit frequency, Visit duration, Sales routine)
3rd party distribution optimization
Sizing and organization of Sales department
KPIs setting and tracking
Incentive schemes

Development of an optimal Commercial investment model per segment

Design of "Picture of success" (Portfolio, Pricing, Promotions, PoS Material, Shelf space and Secondary displays)
Definition of harmonized Trade Terms

Development of an optimal Logistic service model per segment

Selection of relevant logistic model (Direct vs 3PL)
Optimized delivery frequency
Definition of Minimum Order Quantity

Goal:

Defining a strategy, forming a winning business model and corporate culture

A systematic approach for building businesses with sustainable profits

Typical pitfalls:

Inability to detect obsolescence of current business model
Inability to think out-of–the-box and access benchmark
Inability to focus on big fishes and chasing too many
Underestimation of amplitude of change on operating model and culture

Defining new business horizons

Identifying "where to play"

Revenue pools
Competitive landscape
Demographics
…

Identifying "how to win"

Buy vs Build
Offering & Pricing
Channels and RTM
…

Designing full scale operating model

Mapping of processes (RACI, Frequencies, Timing, Key decisions)
Organizational set-up
Profiles and job descriptions
Sizing
Coordination mechanisms
KPIs
Dashboards and Management tools
…

„Culture eats strategy for breakfast“

Beliefs & Behaviors: Describe and Change
Verticality vs Horizontality

Business cases

Pricing Excellence through adequate tools and process

Pricing Excellence through adequate tools and process

How pragmatic value-based Pricing enables profitable SoM growth

Reversion of 10 consecutive years of negative SoM evolution in just 6 months, while delivering profit growth on first year and +7% CAGR for following 3 years, achieved through defining a new pricing strategy per brand and implementing new price setting process and tools.

Sales maximisation through optimal assortment strategy

Sales maximisation through optimal assortment strategy

How defining the "right offer" per outlet segment drives rapid growth

Delivered +22% revenue combined with significant waste reduction in first year, through On-Shelf-Availability (OSA) improvement and rotation increase by defining the "right offer" (i.e planogram and pricing) per outlet segment and implementing best-in-class RGM capabilities.

Segmented approach to RTM optimisation

Segmented approach to RTM optimisation

How the right market segmentation drives sales efficiency and effectiveness

Delivered +35% Revenue by designing new market segmentation based on outlets profit and potential analysis, prior to defining a comprehensive "Picture of Success" per segment, aiming at executing the most adequate sales service level, assortment, pricing, promotions and commercial policy in order to maximise efficiency of growth opportunities capture.

Inorganic growth through geographic expansion

Inorganic growth through geographic expansion

How identifying relevant markets and most adequate entry model enables sustainable growth

Accompanied local champion in strategic expansion initiative and contributed to position the new company as number 3 player on new market, in highly competitive category, dominated by large multinationals. Identified most relevant market and most adequate entry model, before supporting partner on deal and subsequent operational set-up.

Insights

Contact us

Email: contact@barberonandco.com

Telephone: +7 917 507 0591 (RU) (EN)

"Sustainable Topline Growth Experts built from International Management Experience"

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