Brand Navigator is based on multiple research initiatives within McKinsey & Company on marketing-related topics. These efforts offer insights into highly relevant strategic challenges our clients are facing and, together, they form a suite of solutions for successful decision making on branding and marketing issues. McKinsey's Marketing Navigator is based on our most distinctive proprietary knowledge, providing a solid platform for marketing strategies in consumer-facing industries.
Marketing & Sales Practice
The marketing professionals in McKinsey's Marketing & Sales Practice enhance the firm's traditional strengths in strategy and organization with deep expertise in branding, customer insights, customer relationship management, pricing, marketing ROI and sales and channel management. They serve clients in all manufacturing and services industries, including travel and logistics, consumer packaged goods, financial services, and utilities.
The wide scope of our consulting engagements, combined with constant interaction with thought leaders from business and academia, enables the Marketing & Sales Practice to concentrate on the most critical marketing issues and provide knowledge at the forefront of marketplace developments.
Knowledge building and ongoing studies across the entire spectrum of marketing issues are supplemented by the broad capabilities of professionals dedicated to supporting clients through the design, execution, and interpretation of custom market research in both B2C and B2B environments. This combination enables us to provide state-of-the-art, road-tested strategies in a rapidly evolving marketing environment.
McKinsey & Company has a long track record of serving clients from consumer-facing industries. Professionals from various industry practices, e.g., Consumer Packaged Goods, High Tech, Media & Entertainment, and Telecommunications, are dedicated to helping client decision makers to make distinctive, lasting, and substantial improvements in their performance.
The Consumer Packaged Goods Practice, for instance, serves a broad spectrum of consumer product manufacturers on strategic, organizational, and operational topics. Its primary emphasis is serving clients in the food, beverage, tobacco, personal care, and household products industries, with additional clients in consumer durables and paper products. Additionally, the practice serves textile and luxury goods manufacturers in Europe.
Within the High Tech Practice, professionals have formed the Consumer Electronics service line. Its clients include device and component manufacturers of mobile handsets, entertainment, information and other end-user devices, and home-networking technologies. The service line addresses device convergence, mobile digital broadcasting, and mobile value chain evolution.
The Media & Entertainment Practice provides consulting on key strategic and operational issues to global, national, and regional companies across many sectors. These clients include television and radio chains, publishing houses, theme parks, and video/film corporations.
The Telecommunications Practice serves clients around the world in virtually all areas of the telecommunications industry. Members of the practice advise network operators and service providers, equipment and device manufacturers, infrastructure and content providers, integrated wireline/wireless players, and other telecommunications-related businesses.