Commercial Strategy
GROW YOUR BRAND AND MARKET SHARE
WITH CUSTOMER-CENTRIC STRATEGIES
With 20 years of delivering relevant and actionable solutions under its belt, Acumen helps you navigate challenging business environments and turn around performance to thrust your brand into growth.
WHY ACUMEN
-
We help you grow your brand through strategies that are founded on a deep understanding your customers and the most critical considerations of your business.
-
We utilize and continuously improve our proprietary and commercially-proven frameworks and methodologies
-
Projects are led and guided all throughout by C-Suite level consultants with local and global business experience
Brand Expansion & Portfolio Strategy
Defined strategy on how to expand a brand and the resulting scope, roles and relationships of all its extensions into a coherent portfolio architecture
Go to Market and Shopper Marketing Strategy
Shopper insight-driven distribution, omni-channel and trade marketing roadmap to get products/services bought by the end-shopper
MARKETING & BRAND STRATEGY IS HEADED BY CHELET TANJUATCO
Chelet has 20 years of marketing experience in various industries such as Beverage, Dairy, Food, and Confectionary. She started her Marketing Career in San Miguel Beer where she handled both economy and premium beer brands.
She then spent 9 years in Fonterra Brands, and led the growth of different Dairy Categories such as Maternal, Family Milk, and Dairy Foods with her expertise in Brand Positioning, Innovation and Concept Development. She was part of Fonterra Regional Team (Asia Middle East) think tank for Innovation and brand architecture for brands in the Maternal, Kids, Family, and Dairy Foods categories.
Chelet’s passion for understanding the business and the consumer continues to drive her in leading various projects for Acumen such as Tanduay, Conti’s, Century Pacific, Western Union, Sky Cable, and Hershey’s, and the first cross-generational consumer understanding research of Acumen. She is also a professor at the UA&P, teaching Brand Management and Human Insight to IMC students.
