Some of the recent assignments are
1. FMCG industry, Kazakhstan
The company was a market leader in its category for a long time.
Approximate size of business was USD 60 million. In recent
times, the company had been losing market share to a new entrant
and had moved from a dominant position (42% share) to a no. 2
position (28%). There was no growth for 3 years.
APN Management was tasked in 2010-11, with running a business
health check and diagnostics exercise and propose a new
competitive strategy for the company to implement. The scope of
the solution APN recommended covered a new Market Activation
strategy, including channel strategies, Availability and
Visibility management, Trade Marketing, Brand and SKU
rationalizations, re-branding and packaging design,
re-organizing and optimizing distribution and selling
infrastructures, improved supply chain, pricing and margin
bench-marks, sales force and operating managers incentive
programs, setting performance standards.
APN was then called upon to assist the company in implementing
the strategy for 2012. At the end of Q3, 2012, the company was
well on the way to beating both top line and profit targets and
achieving double digit growth after flat results for 3 years.
2. FMCG industry, UAE
The client is a prominent player in the branded packaged foods
industry. Operating in a very crowded market with excess
installed capacity in the region, all players (including our
client) were struggling for margins and profitability.
Approximate size of the business was USD 20 million.
The mandate was to double the companyís business in the UAE
within 1 year, from a small base of AED 500,000 per month to AED
1 million per month.
APN developed a detailed channel-wise strategy and distributor
re-organization plan to actively compete in the market.
Innovative consumer and trade activation schemes were developed
and managed through APNís implants into the client and
The business achieved 70% growth within 8 months, reached AED
1.2 million per month within 18 months and this business model
took the business to AED 2.0 million per month in 24 months. The
price and margin realization per kilo of product were the
highest for the company in this market.
3. Negotiated settlements of commercial
contracts, Middle East region
Abhay Nadkarni has personally led the negotiations with
Principals, in the settlement of contracts (out of court)where
the business levels were $ 450 million and $ 40 million
respectively, with significant and favorable awards to the
Abhay has also acted on behalf of a multi-national Principal to
settle (out of court) distribution arrangements in 3 countries
without payment of compensation for separation.
4. Set up of JV operations -- Middle
APN is currently helping a USA based company in setting up its
business delivery infrastructure in the Middle East, including
partner and distributor selection, contracts facilitation,
route-to-market, business model, entry strategy, partner
liaison, company set-up up to commencement of operations
5. Market Activation
APN is currently assisting a UK based company in the industrial
sector to develop the Middle East market with business and