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.
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CONSUMER INSIGHTS
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Agile Qualitative and Quantitive answers
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- Need States development
- Consumer segmentation
- Market Structures
- Brand Equity
- Concept development
- Advertising Tests
- Messaging optimization
SHOPPER INSIGHTS
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Channel and Account Effectiveness
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- Category Management
- Shelving and Planograms
- Pack size Architecture
- Shopper Experience
- Promotion targeting
- Distribution and Assortment
- E-commerce
ADVANCED ANALYTICS
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Real Time Opportunity Identification
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- Marketing Mix
- Revenue Management
- Strategic spend levels
- Price/Promo Planning
- New product sizing and support
- Social Listening/Trends
- Portfolio Strategy
ALOK SHARMA
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.
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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
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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
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Cerenti Marketing Group
Ex-McKinsey
Brand growth
& Insights
Marty Kopp
Caldus Consulting
(led Insights, Analytics at
WhiteWave/Danone)
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
David Best: President and Chief Operating Officer at Newman's Own, Inc.
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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
M. Carl Johnson, III: Chairman of the Board and former CEO at Nautilus Inc.
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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.
