Our Perspectives

Value Chain: Where you can find the funds to grow

The first definition of value chain was created in 1985 by Michael Porter. Back then, the definition of primary activities and secondary activities have been the key drivers for building an understanding of each company’s value chain. ‘Value chain’ vs ‘supply chain’ Let’s start with a simple comparison between supply chain and value chain: A… View Article

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Our Perspectives

Leveraging a brand asset through Powerbranding: When to turn brand stretching into growth fuel

From power brand to Powerbranding ‘Power brand’ is a term that is often used to describe a brand that is influential, well-recognized, and has a significant impact on its category or industry. We might think of a power brand as having a clear and compelling identity, a dominant position, delivering consistent quality, and creating emotional… View Article

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Our Perspectives

Beyond Market Share: How Category Growth Fuels Brand Longevity

How can brands ensure category growth is executed effectively? Brands must strategically align their initiatives with consumer needs, market trends, and innovation opportunities. Read more about this and our framework for success to ensure long-term growth in the CPG industry.

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Our Perspectives

Private Labels Growth: What CPG Brand Owners Need to Know

The development of private labels worldwide varies by region but is consistently outpacing branded products in the consumer-packaged goods sector, driven by a range of factors. Sevendots analyses the growth of private labels and how brands should respond.

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Our Perspectives

Transforming CPG: What is the debate around Ultra-Processed Foods?

In this episode of Transforming CPG, Managing Partner of Sevendots, Andrea Bielli, and Senior Partner Colin McAllister discuss what you need to know about the debate around Ultra-Processed Foods.

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Our Perspectives

Premiumization vs. Commoditization: Unpacking the Premiumization Trend

In today’s consumer market, brands face a crucial decision between two opposing strategies: premiumization and commoditization. Understanding these dynamics is essential for brands to navigate the competitive landscape effectively. This article delves into the cyclical nature of commoditization, the virtuous cycle of premiumization, and offers strategic frameworks to help brands leverage premiumization to create strong consumer connections and sustain growth.

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Our Perspectives

Ultra-processed food: What’s the debate and risks to health? 

Global consumption of UPFs is expanding and with it the debate around the health implications of consumption. CPG companies should be aware of these key elements under discussion, to respond best to the uncertainty on the topic of UPFs.

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Our Perspectives

E-commerce strategies for CPG growth with inspiration from Asia

E-commerce growth within the CPG industry presents a huge opportunity to brands. However, it comes with distinct challenges. Sam Bedi unpacks the opportunities, taking inspiration from Asia.

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Our Perspectives

Boosting CPG performance by linking portfolio management to growth strategies: Advice for decision makers

Without a clear strategic roadmap for your portfolio management, growth can stall. Sevendots presents advice for decision makers to better leverage growth strategies in the CPG industry.

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Our Perspectives

Innovation drives growth. How can CPG ensure investment pays back?

Innovation is seriously under-leveraged in the CPG industry compared to other industries. The question is: Why? And what will it take for CPGs to catch up and ensure that any investment is paid back? This article provides key steps for leveraging innovation more effectively.

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Growth Series

Awakening the Power of Innovation

Innovation has become a lower priority for many brand owners in the CPG industry. However, by structurally reassessing the role it plays in your business, the true power of innovation can awaken true long-term growth.

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"Sevendots helped us to elicit a powerful purpose for Heineken brand globally... We very much appreciated their way of working with us, embedding in the journey our whole team, including external partners. We ended up with a clear purpose endorsed by top executives."

- Bram Westenbrink, Global Senior Director at Heineken

"I’ve found Sevendots to be visionary, inspiring and practical; they are great at distilling wide and complex information and insights, building actionable frameworks and developing strong opportunities that are helping us shape our future strategy."

- Dan Smith, Senior Vice President at Nestle Purina PetCare GSBU

“The Sevendots team led us on a truly collaborative journey of discovery. They gave us a clear framework to understand what was required to win within this new wellness territory we’ve called 'Modern Natural Health'. They challenged some of our assumptions, encouraged us to think even bigger and brought our entire team together around a common ambition and platform.”

- Larry Page, Head of Marketing at Zarbees® at Johnson & Johnson

"We have had the opportunity to work with the Sevendots team on an extremely strategic project related to Global Travel Retail. They have given us both valuable insights and tools to further accelerate our strategy. We particularly appreciate their ability to bring to life the strategic thinking with simple yet effective frameworks that helped inspire the organisation."

- Leigh Irvine and Biancamaria Sansone, GTR Managing Director & Marketing Director, Campari Group

Read our case studies
Our Perspectives

With experience comes perspective. Hear what we have to say.

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29 October 2024

Value Chain: Where you can find the funds to grow

The first definition of value chain was created in 1985 by Michael Porter. Back then, the definition of primary activities... View Article

Hans-Friedrich Zeh

Sevendots, Zug

View article

, 26 September 2024

Leveraging a brand asset through Powerbranding: When to turn brand stretching into growth fuel

From power brand to Powerbranding ‘Power brand’ is a term that is often used to describe a brand that is... View Article

Peter Close

Sevendots, San Francisco

Elisa Costa

Sevendots, Bucharest

View article

26 August 2024

Beyond Market Share: How Category Growth Fuels Brand Longevity

How can brands ensure category growth is executed effectively? Brands must strategically align their initiatives with consumer needs, market trends, and innovation opportunities. Read more about this and our framework for success to ensure long-term growth in the CPG industry.

Elisa Costa

Sevendots, Bucharest

View article

19 August 2024

Transforming CPG: What is the best approach to expand a brand internationally?

In this episode of Transforming CPG, Senior Partners Colin McAllister and Sam Bedi discuss the opportunities and complexities of expanding into international markets.

View article

23 July 2024

Transforming CPG: What is the debate around Ultra-Processed Foods?

In this episode of Transforming CPG, Managing Partner of Sevendots, Andrea Bielli, and Senior Partner Colin McAllister discuss what you need to know about the debate around Ultra-Processed Foods.

View article

22 July 2024

Private Labels Growth: What CPG Brand Owners Need to Know

The development of private labels worldwide varies by region but is consistently outpacing branded products in the consumer-packaged goods sector, driven by a range of factors. Sevendots analyses the growth of private labels and how brands should respond.

Colin McAllister

Sevendots, Milan

View article

24 June 2024

Premiumization vs. Commoditization: Unpacking the Premiumization Trend

In today’s consumer market, brands face a crucial decision between two opposing strategies: premiumization and commoditization. Understanding these dynamics is essential for brands to navigate the competitive landscape effectively. This article delves into the cyclical nature of commoditization, the virtuous cycle of premiumization, and offers strategic frameworks to help brands leverage premiumization to create strong consumer connections and sustain growth.

Andrea Bielli

Sevendots, Rome

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Meet Sevendots

Spotlight

Elisa Costa

Elisa is a senior marketeer, who has spent her career building and growing food brands, experienced in accelerating growth through portfolio architecture and effective communication.

During her career, she has developed and launched successful innovations, she has led local brand strategies & commercial initiatives on established brands, and she has developed global brand building and activation strategies to grow brands across different geographies.

She loves swimming, music and island-hopping in Greece.

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We’re part of a broad ecosystem.

 

 

Our ecosystem includes Gen-Z led solution company, The Red Flower Factory, and our expert market research and insights agency, Moment10. This ecosystem enables an integrated approach to our clients’ business questions in order to formulate effective, proven and actionable opportunities.