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Grow the top.

Reach the top.

Protect the top.


Building Power Brands

For The CPG Industry

Branding & Design

Positionings to create Power Brands, targeted precisely, and delivered at the right moment

Pricing & Promotion

Optimize revenue and profit growth with real-time impact at all consumer and customer touchpoints

New Product Launch

Meaningful white spaces with big ideas to create new categories and insulate from competition  

Omnichannel Marketing

Integrated plans using traditional and new media for fast consumer growth

Stategic Plans & M&A

Identify growth pockets to win with internal assets or new ventures, Due-Diligence on acquisitions

Advantaged Capabilities

Organization effectiveness in planning, forecasting, digital strategy, ROI management

Additional custom solutions for your team and budget.


Agile Qualitative and Quantitive answers

- Need States development

- Consumer segmentation

- Market Structures

- Brand Equity

- Concept development

- Advertising Tests

- Messaging optimization


Channel and Account Effectiveness

- Category Management

- Shelving and Planograms

- Pack size Architecture

- Shopper Experience

- Promotion targeting

- Distribution and Assortment

- E-commerce


Real Time Opportunity Identification 

- Marketing Mix

- Revenue Management

- Strategic spend levels

- Price/Promo Planning

- New product sizing and support

- Social Listening/Trends

- Portfolio Strategy

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Founder and President

Alok Sharma is a strategic and insights senior leader with extensive experience in growing companies in highly competitive business to consumer industries. He has served on client side (Kraft, Mondelez, Kraft) and consulting side (McKinsey, HRCP) to successfully lead many business transformations.

CALDUS was founded with the goal of helping companies navigate growth in a fast changing environment of consumers, competition, and technologies. Our A+ team has decades of experience across senior leadership roles in FMCG companies and consulting firms. We are uniquely positioned to bring breakthrough thinking in marketing, sales, digital activation, and data analytics.

Category Growth, Experience and Knowledge.

Marketing, Branding & Innovation

Barbara Ford

Partner, Phoenix Strategic Advisors (former Kraft, SC Johnson, DDB)

Growth Strategy & Innovation

Jayne Eastman


Ex-Partner, McKinsey & Co ; formerly VP Marketing Kraft Foods, EVP Strategy Wells Rich Greene Advertising

Strategy & Marketing

Sandeep Dayal

Cerenti Marketing Group


Brand growth

& Insights

Marty Kopp


Caldus Consulting

(led Insights, Analytics at


Breakthrough Analytics

Anil Kaul


AbsolutData, #1 AI analytics company


Digital  Activation

Doug Dome


Fusion 92

Leading Chicago Agency serving clients in traditional and digital media

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David Best:  President and Chief Operating Officer at Newman's Own, Inc.

Alok is a unique business analytics professional with a rare combination of Strategic, Creative, and Interpersonal skills. He has consistently innovated with data and analytics to create industry-leading capabilities in marketing and sales effectiveness. He possesses uncanny ability to lead and collaborate with both internal teams and client partners, providing clear and concise direction that is actionable and results oriented. And he has the ability to connect with the senior leaders and build strong advisory and personal relationships.

You're In Good Company

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M. Carl Johnson, III:  Chairman of the Board and former CEO at Nautilus Inc.

I have had the pleasure of knowing and working with Alok for many years as his colleague and as a client. He has an exceptional analytic mind and an insightful business perspective to solve complex marketing and sales problems. He is a thoughtful, astute, and action-oriented advisor to his clients and a valued mentor and friend to his colleagues.


Our Power Brand Process


Profit Architecture

Market Architecture

Brand Architecture

Sales Architecture

Where to Play.. now and in the future. Connect your consumers and needs to their choice behaviors. Find fertile areas for new product innovation. Quantify the size of prize to prioritize opportunities.

The best winning proposition for your brand. Discover and activate benefits and reasons to believe to make your brand most preferred with compelling brand stories.

Work all the levers to get the consumers at all occasions. Optimize price, assortment, shelving, and promotions to aim at a more favorable market position.

Support your brands at the right level. Build on what is working, experiment with a result in mind. We help create the detailed business programs and P&Ls for annual and strategic plans.

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