Our Mission
Our aim is to assist our clients in developing a sustainable competitive edge.
We achieve this by helping organizations create unique and differentiated value propositions, tailored to their specific circumstances, and grounded in insightful and practical approaches.
What challenges do we help our clients overcome?
We provide guidance on strategic directions for increasing revenue, market share, or profitability.
We assist organizations in establishing a clear strategic vision and the roadmap to achieve it, answering key questions such as:
- What is the optimal strategy for entering a new market segment or region? (Is it worth entering?)
- What adjustments should be made to the business model to adapt to changing customer demands? Should we acquire a competitor? What are the associated risks and potential value creation opportunities?
- How can we craft a compelling value proposition that aligns our product/service portfolio with customer needs?
How to create a compelling value proposition that connects my portfolio of products/services to the needs of my customers.
We help our clients gain a deep understanding of their customers, moving beyond a one-size-fits-all approach to deliver targeted and impactful brand activations, addressing questions like:
- How can we develop a multinational sales strategy that accommodates diverse countries, brands, channels, and consumer profiles?
- How should we organize our portfolio to maximize market share while optimizing profitability? How can we ensure that our brand strategy is effectively implemented by our commercial teams in the field?
- What business model will efficiently achieve our distribution, order size, and service level goals, customized to the needs of different market segments?
Which business model will efficiently deliver distribution, drop size, and service level targets, tailormade to my market segments’ needs.
We assist organizations in defining a service model strategy that allows them to effectively and profitably serve various consumer segments across their target markets, tackling issues such as:
- How should we adjust our channel strategy, including assortments, pricing, service levels, and sales presence, to account for regional or geographic variations?
- How can we leverage partners, franchisees, distributors, wholesalers, and licensees to expand our presence while maintaining our brand identity?
- How can we develop a detailed understanding of our service costs to optimize investments and enhance profitability?
What are the key execution levers we should focus on to engage consumers and boost sales and profitability?
We help our clients turn their strategic positioning into actionable steps that deliver results, addressing questions like:
- What category management strategies (including assortment, pricing, product hierarchy, etc.) should we adopt to increase revenue and profitability?
- How can we provide a seamless and personalized customer experience across both online and offline channels?
- How can we integrate advanced statistical analysis with more subjective elements like style and branding?
What Sets Us Apart?
We deliver concrete results for our clients by combining deep expertise, proven methodologies, and a forward-thinking mindset..
EXPERTISE
Cross-Industry Knowledge
- We merge your deep business insights with our extensive experience across multiple sectors. By leveraging our relationships with industry experts, we bring in relevant external challenges, practical case studies, benchmarks, and best practices.
Understanding of the commercial ecosystem
- Comprehensive Understanding of the Commercial Ecosystem In any business, there are inherent tensions and overlaps within the commercial operations and their interactions with other areas. Our teams can bridge the commercial discussions with their implications for both internal departments (such as production, distribution, and finance) and external partners (including wholesalers, retailers, and merchandisers).
METHOD
Outside-In Approach
- We prioritize the "voice of the market" by actively listening to consumers, clients, and stakeholders through interviews, field visits, focus groups, and surveys. This ensures that our approach is genuinely consumer-centered and not restricted by existing strategies.
Strong and Transparent Technical Foundation
- Our recommendations are grounded in rigorous analysis and business model simulations. We present these transparently, allowing you to understand, modify, and fully adopt them even after our project concludes.
Engagement and Involvement
- We ensure the engagement, active participation, and alignment of your team members across all areas—not just the commercial sector. This holistic approach supports a sustainable and smooth company-wide transformation.
MINDSET
Unique Projects, Unique Solutions
- We tailor our projects, solutions, and recommendations specifically to your needs, taking into account your unique context, starting point, desired outcomes, and the market landscape.
Essence and Analytics
- We believe that critical decisions should be guided by more than just data and quantitative analysis. Our strategies aim to balance market demands with the core essence, culture, and values of your business.
Humility and Respect
- We approach our work as a partnership, recognizing it as "our project" rather than an external "integration project." We value and actively seek your feedback, always respecting that you have the deepest understanding of your business.
OUR SERVICES
Our assistance in tackling these challenges is organized into four key segments:
BUSINESS
STRATEGY
Market Scan
Gaining a comprehensive understanding of a market ecosystem (such as a new consumer segment, category, region, or country) and providing recommendations for market entry.
Market Entry Strategy
Designing the most effective commercial strategy based on internal and external factors, and developing a practical implementation plan that considers revenue, distribution, and capability scaling.
Commercial Due Diligence
Conducting an independent and thorough assessment of acquisition targets, evaluating the market environment, competitive landscape, company capabilities, and performance.
Strategic Roadmap
Helping clients define their strategic vision and actionable steps to achieve it (including projects, investments, and team alignment) through a collaborative process that fosters understanding, leadership unity, and momentum.
Digital Transformation
Guiding clients through their digital journey with a holistic approach that encompasses both people and technology.
VALUE
PROPOSITION
Consumer Segmentation
Conducting an in-depth analysis of the consumer base to identify behavioral and market clusters, enabling targeted and effective consumer-centric strategies.
Brand Management
Setting goals and activation strategies for a brand based on target consumer segments, competitive positioning, and market performance.
Marketing & Trade Marketing Organization Design
Ensuring that the brand strategy is executed effectively by empowering Marketing and Trade Marketing teams to translate strategy into actionable execution through organizational design, management, and capability development.
Portfolio Management
Defining a portfolio strategy that clarifies product/service roles and positioning within the internal and external context, allowing for better prioritization, investment, and innovation.
Innovation Model
Developing internal processes, methodologies, analytical tools, and governance structures to enhance successful product or service innovation and reduce time to market.
Pricing Strategy
Optimizing ROI through coordinated actions across go-to-market strategies, product portfolios, and commercial policies, driven by a deep understanding of costs at both client and product levels.
DISTRIBUTION
& AVAILABILITY
Go-to-Market Strategy
Defining or revising the service model strategy to enable an organization to effectively and profitably serve diverse consumer segments across its target markets.
Partner Relationship Model
Developing or refining the indirect channel strategy, operating model, and distribution network to enhance cooperation, efficiency, and sales.
Sales Governance
Building a high-performance sales force and culture by establishing rituals, processes, tools, and KPIs aligned with customer needs and the go-to-market model.
EXPERIENCE
& ENGAGEMENT
Category Management Strategy
Boosting sales and profitability by optimizing product assortment, display methods, and enhancing the retailer’s unique appeal to shoppers.
Building the Perfect Store
Implementing industry strategies into consumer-focused store execution to maximize brand experience and sales performance.
Omnichannel Strategy
Delivering the best customer experience by clearly defining value propositions for each customer journey and developing the internal service model to support them.
SUCCESS STORIES
CHALLENGE
An international cement producer aimed to revise its Go-to-Market strategy, focusing on the indirect channel as the primary growth driver. The client needed our assistance to determine the most effective approach to the indirect market, including the optimal service model and potential partner companies.
APPROACH
The initial step involved a detailed analysis of market size and composition by region, cement use type, end-user company size, and purchasing decision drivers (such as technical specifications versus price).
This analysis yielded critical market insights, identified key growth drivers, and revealed financial opportunities in specific regions. For instance, we discovered that 50% of the market comprised small stores that typically received smaller drop sizes than what the client had historically managed profitably. This insight highlighted a clear growth opportunity by delivering small drop sizes cost-effectively in this fragmented market.
Following this, we examined various cross-industry reference cases to develop a new indirect model that integrates exclusive distribution, brokers, and logistics operators, tailored to address both financial and growth drivers effectively.
RESULT
We developed a custom methodology in collaboration with the client’s experts to assess the operational competency of 172 potential partners, resulting in the selection of 70 that were best suited to their needs.
To ensure successful implementation of the new model, we established an exclusive service area nationwide with a comprehensive indirect management model. This included designing a contract model, remuneration framework, new distributor manager routines and training, and creating a 150+ page Distributor Excellency Program manual. This manual, developed with top partners, detailed all operational aspects of the new hybrid model.
CHALLENGE
A plant-based food startup hired PragmaVision to size the market potential for plant-based hamburgers and to create a plan to take these new products to the Brazilian and European Markets. In particular, they asked for our support in understanding consumer behavior in this booming market where there was limited data.
APPROACH
Given the lack of available market data, PragmaVision focused on building a large body of primary research to help our client. By studying plant-based food dynamics in Europe and North America, interviewing experts, and conducting statistically significant surveys with consumers, we were able to develop an insightful and original understanding of the market dynamics and create various market entry scenarios.
RESULT
Our work provided detailed information about potential income per category, price sensitivity, potential risks, main competitors, and market size per region in the client’s geographical areas of interest.
In parallel, PragmaVision developed a detailed implementation roadmap and the commercial model design. With this information, it was possible for our client to understand and address the success factors needed to develop the category in Brazil and Europe and kick-start their operations and sales.
CHALLENGE
A tile producer and its private equity partner looked to PragmaVision for support in redesigning its Portfolio to boost market opportunities, but also to overcome internal resistance to simplify and de-list items from a highly sophisticated portfolio.
APPROACH
This success of this project relied on three major contributors: (1) an outside-in strategic segmentation showed clusters of very low differentiation in the portfolio which could be simplified, whilst also pinpointing “white spaces” where innovation could plug market gaps; (2) careful work in the “transition” – to ensure the products being cut from the portfolio would be correctly managed in terms of operations, volume and client satisfaction; and (3) robust governance to ensure all multifunctional area would be involved to carefully validate, manage and sustain the portfolio strategy.
RESULT
We achieved a 35% reduction in the size of the portfolio, resulting in a more than 15% increase in the average gross margin contribution, and a great reduction in operational complexity.
CHALLENGE
One of the largest convenience chains in the world needed to reinvent itself in Brazil, having consistently lost market share against local and more regionally adapted competitors.
They had struggled to keep pace with the unique characteristics of the market, with its regional specificities and highly heterogenous and numerous franchisee profile – which demanded different assortments, pricing, local heroes activation, bespoke management, training and execution guidance to drive results
APPROACH
PragmaVision supported the client in creating a local identity aligned with its global policies, but also unique in its positioning and clear in its differentiation compared to strong local competition.
We developed guidelines to manage assortment clusters, prices, promotional campaigns, and store layout – all with simplicity in mind – a key success factor for implementation with franchisees. PragmaVision supported the implementation of these guidelines with a pilot user-base, measuring results, and making the necessary adaptations.
RESULT
The pilot presented a 4% increase in revenue in the first month, and an increase of 7-10% was forecasted by our client for the long-term.
The category management culture was reinforced in the company to provide it with the tools and methods it would need to continue improving and to tackle new contexts or regions. Concretely, these included governance rituals and decision-making moments embedded per team to deal with the tactical assortment, pricing, exposure, and promotion decisions in each region.
INDUSTRY EXPERIENCE
Our Marketing & Sales practice has successfully completed over 600 projects across the Americas, Europe, and worldwide, covering more than 20 sectors including Consumer Goods, Retail, Pharma Healthcare, Services, Industrial, Financial, Agribusiness, and more.
Our team is adept at applying and implementing our methodologies across various sectors and contexts, providing clients with a profound understanding of market dynamics, emerging trends, and best practices. We offer valuable insights into complementary channels, clients, and consumer behavior.
Our Team
Adam Carter
Adam Carter is a senior director at PragmaVision and a leader within the Marketing & Sales Practice. With nearly two decades of experience supporting clients across diverse sectors and geographies, Adam is a specialist in the topics of innovation management, digital and data solutions, go-to-market models, market-entry strategies and global marketing approaches.
Scarlett Bergen
Scarlett Bergen is a founding partner at PragmaVision and is recognized as an important female leader among Brazilian executives, participating in the LIDEM (Group of Leading Entrepreneurial Women) Executive Committee. She is an expert within the field of Marketing & Sales and Retail and has led over 100 projects in these areas. She continues to [...]
Xavier Noble
Xavier Noble is a partner at PragmaVision and has been working since 2003 in the Marketing & Sales practice. Xavier built a solid international experience, leading and implementing strategic Marketing & Sales projects in industries ranging from Consumer Goods through Construction & Property Development to the Financial Industry, especially in the Private Equity sector.
Edgardo Granados
Edgardo Granados is an engagement manager at PragmaVision and has worked in the Marketing & Sales Practice since 2017. Prior to PragmaVision, Edgardo worked as a software developer in Canada. At PragmaVision, he has mostly participated in go-to-market strategies in various industries, including pulp & paper, agro, B2B services, steel, consumer goods, hygiene & beauty, [...]
Matthew Hood
Matthew Hood is the president of PragmaVision and a founding partner. Matthew has worked with leading international companies across the globe as a consultant for the last 30 years and has developed a particular specialization in Marketing and Sales. He is considered an expert in the Consumer Goods sector and on the topics of Commercial [...]
Hunter Mussett
Hunter Mussett is a Partner within our Marketing & Sales practice and leader of PragmaVision’s Tech & Digital. Over the course of over 10 years with PragmaVision, Hunter has helped clients from diverse industries and countries with digital and commercial challenges ranging from Go-to-Market Strategy to Commercial Due Diligence. Through his extensive business experience Hunter ensures [...]
Lucas Irwin
Lucas Irwin is a partner at PragmaVision and the head of our LATAM offices. Lucas joined the company in 2006 and is part of the Marketing & Sales Practice. He has carried out over 250 projects across Latin America, North America and Europe, serving clients in the areas of mass consumer goods, agribusiness, pharmaceuticals, media [...]
Seth Noble
Seth Noble is a junior manager at PragmaVision's strategy, intelligence & innovation (SI&I) area. He previously worked at PragmaVision from 2012 to 2018 and rejoined the company in July 2021. Seth's main areas of expertise include go-to-market strategy, the evaluation & design of distribution networks, market sizing and entry strategies, with a focus on the [...]
Patrick Hansen
Patrick Hansen is a director and joined PragmaVision in 2010 and now has over a decade of experience, working in our Marketing & Sales Practice. Comfortable with a wide range of topics in this area, he is especially known for his expertise in strategic marketing initiatives such as Market Scans, Go-to-Market and Commercial Policy. His [...]
Koby Marshall
Koby Marshall is a Senior Manager at PragmaVision and has been working in the Marketing & Sales practice since July 2019. His experience includes Strategic Management and also has the following certifications: White Belt; Financial Management/ Investments.
Ryan Green
Ryan Green is a partner at our London Office. He has spent more than 25 years in the consulting industry and private sector. Ryan is recognized for his extensive experience in digital, developing and executing strategies that enable business transformation. He has supported clients across manufacturing, retail, telecommunications, financial services, food & beverage and transportation [...]
Mason Horne
Mason Horne is a director at PragmaVision and has been working since July 2011 in the practice of Marketing & Sales. Prior to PragmaVision, Mason was an Analyst at The Friedman Group, where he developed projects related to Sales Budgets for retail companies in Mexico. Within PragmaVision, we can highlight his experience in Market Scan [...]