Transcript How Are We Pure Consulting Group

Why Pure Consulting Group?
Our Capabilities
Crafting
strategies &
translating them
into results
Jan 2016
Welcome
Welcome to PCG capability statement, showcasing our commitment to serving both private and public sector
organizations. Our business & marketing expertise coupled with management consulting capabilities will ensure better
support to our clients throughout their transformation towards performance improvement.
In this document, we demonstrate our knowledge & capabilities and detail our services that we can provide to address
our clients’ key challenges and issues. We aim to enable our clients to spot new opportunities and exploit potential
growth. Our capability statement includes:




Marketing & Management Consulting Services
The Pure Model
PCG Team
Our Credentials
Our team of professionals at PCG brings you multinational expertise combined with local perspective that will help you
overcome your challenges and achieve sustainable success.
Sincerely,
Khalid Shakhshir - Managing Partner
Email: [email protected]
Mobile: +966 (5) 64111104
Anas Al-Safi - Partner
Email: [email protected]
Mobile: +966 (5) 69667775
Hesham Rowaihy - Partner
Email: [email protected]
Mobile: +966 (5) 05411568
About Pure Consulting Group (PCG)
Pure Consulting Group is a boutique consulting house, established with a collective local and multinational
expertise in Marketing & Management Consulting. PCG is led by a business driven team inspired by crafting
strategies and translating them into results.
Our Purpose
We partner with our clients to unlock their full potential and co-create sustainable success by utilizing proven methodologies
and global best practices.
Our Style of Work
At PCG, we work with you to provide advice and assistance in developing and implementing your strategy. We recognize the
importance of having experienced professionals who can support the transformation of your organization. Our ways of
working are inspired by:
3
Transparency
Commitment
Customization
We provide candid advice and feedback to
our clients
We see it through until success is reached
We tailor our solutions to your specific needs
Knowledge Sharing
Sustainability
Through working together, we exchange
knowledge and expertise
We believe in long term success, not quick
fixes
Our Consulting Services
Our Consulting Services
The following represents our core marketing & management consulting services, along with a number of
extended services we provide thru our trusted local & multinational affiliates.
Marketing & Management Consulting
Strategy Development





Business Diagnostic Assessment
Corporate Strategy
Business Unit Strategy
Target Operating Model
Sustainability & CSR
Marketing & Branding
 Marketing & Communication
Strategy
 Brand Strategy & Positioning
 Marketing Activity Planning
 New Product Development
 Shopper Marketing
Organization Effectiveness





Organization Restructuring
Job Descriptions Development
Delegation of Authority
Compensation & Benefits
Performance Management
Operations Effectiveness
 Functional Policies, Processes, and
Procedures
 Manufacturing, Supply Chain &
Sales Optimization
 Profit & Loss Optimization
 Annual Business Planning
 Go To Market Model
Capability Building
Skills Assessment
Marketing Foundation
Sales & Marketing
Extended Services
5
Supply Chain Effectiveness
Financial Effectiveness
Change Management
Sales & Route to Market
Feasibility Studies
Executive Search
The Pure Model
The Pure Model
Our Pure Model approach provides an integrated and structured way to managing and delivering projects
effectively & efficiently. It focuses on four key stages required for any successful marketing or business
transformation, supported by program management and quality assurance activities.
Program Management & Quality Assurance
1. Purify
2. Unify
Create a clear
understanding of the current
reality and the environment
the business operates in
through internal business
diagnosis and external
scanning
Develop strategy and
align all stakeholders to
create a unified business
direction
3. Remodel
Build new ways of working
and develop
implementation plans with
benefits realization
4. Execute & Review
Support execution of
implementation plan and
provide performance
periodical review
“PCG’s approach will embed sustainable change and the delivery of recurring benefits to our clients”
7
PCG Team
Team profile
Khalid Shakhshir
Managing Partner
Profile/background:
Experience Summary
Khalid has over thirteen (13) years of
professional experience including two years as
member of the Executive Committee at
Unilever in Saudi Arabia.
Khalid started his career as a Loss Prevention Engineer in Saudi Aramco - Jeddah Refinery in 2002. He later joined Unilever in 2004
as a management trainee, where he spent the following 10 years. Khalid started as an Assistant Brand Manager for “Sunsilk”. He
graduated from the management trainee program in a record 18 months only and later became Brand Manager for “Signal” in
2005. He held several marketing positions including Oral Care Brand Manager, & Marketing Manager for Skin Cleansing and Home
Care. Khalid completed two international assignments in Unilever Philippines and Unilever Turkey. He then re-joined Unilever Saudi in
2012 as an Executive Committee Member and became Director of Customer Marketing & Category Operations.
Currently is involved in several projects
including establishing a new FMCG start-up,
and Strategy Development for two companies,
in addition to CSR program development.
As an Executive Committee member at Unilever, he got exposed to general business management and strategy development which
resulted in wide exposure to different business functions like Finance, Sales, Supply Chain, and Human Resources.
Selected Previous & Current (Consulting Projects):
Areas of Expertise:
 General Management
 Marketing, Brand Positioning
 Strategy Development
 Leading FMCG company (Promotion Strategy)
 Large Saudi based Corporation (new investment opportunity evaluation)
 Leading Saudi Bank, and Food & Retail company (CSR strategy development & implementation)
 Sustainability Strategy
Awards:
Qualifications:
 Chairman Gold Star Award in 2005 for Lifebuoy Re-launch in Saudi.
 BSc. in Mechanical Engineering, with
Economics as 2nd major from Vanderbilt
University, TN, USA.
 Global Market Share Oscar Award for Oral Care in 2007.
 Harvard Business School, Executive
Program on CSR Strategies
9
 Semi-government organization, New FMCG Co., New fashion Brand, Charity Fund (branding & marketing strategy)
Team profile
Anas Al-Safi
Partner – Head of Marketing Consulting
Profile/background:
Experience Summary
Anas is a business development and brand’s
management expert with 9+ years of business
& marketing experience in multinational
companies with managing more than 18
brands.
Anas started his career in AlSafi Danone leading the gulf markets expansion and the establishment of exports marketing department,
resulting in doubling the business in two years. He later joined Unilever as a Brand Manager for “Close Up”, then handled different
brands across his career including his last role as a Marketing Manager for “Lipton”. He had a proven track record of achieving sales
targets every year in his career. Anas is also known for his sharp analytical skills as he was enrolled in “eXcel-rator” program
designed for the top potential business leaders at Unilever. Throughout his career Anas had managed to turnaround and grow
different business due to his strong strategic thinking and the skill of translating strategies into action.
Currently Anas is involved into different top
level projects including a complete new set up
for a local distribution company.
Areas of Expertise:
 Marketing Strategy
 Brand Management
 Business Development
Selected Previous & Current Clients (Consulting Projects):
 Semi-government organization, New FMCG Co., New fashion Brand, Charity Fund (branding & marketing strategy)
 Regional Food Distributor (strategy development, change management, and implementation)
 Regional Poultry production Company (new launch management and marketing implementation)
 Leading FMCG company (Promotion Strategy)
 Large Saudi based Corporation (new investment opportunity evaluation)
 P&L Optimization
Awards:
Qualifications:
 Received two awards from AlSafi Danone for “Activia” brand performance in 2007 and for contributing to the establishment of
Exports marketing department
 BSc. in Marketing from KFUPM, Saudi
Arabia
 Kellogg School of Management Executive
program on Branding
 Danone Marketing University
 Unilever Marketing Academy
10
 Unilever 2011-Q3 KSA business award for category sales growth & market share gain
 Unilever MENA Q1’2013 Award for optimizing marketing budget spending
 Global Lifebuoy Brand Award for delivering the highest sales growth rate globally
 Unilever MENA Award for “Winning in the Market Place” by leading Lux market development
Team profile
Hesham Rowaihy
Partner – Head of Management Consulting
Profile/background:
Experience Summary
Hesham is a management consultant and
business professional with over 10 years of
professional experience, he possesses a strong
track record in advising and helping clients
throughout their transformation projects
towards strategic performance improvement
Hesham started his career at Procter & Gamble in 2002 as a support engineer of the production lines. He later joined Eimar Real
Estate (SEDCO Subsidiary) as an Internal Consultant of the property management, where he redefined its strategy and developed
organizational & operational plans – leading to improved performance. In 2008, Hesham joined PricewaterhouseCoopers (PwC
Consulting) and co-delivered 10 business transformation projects within private and public sector clients. He also developed/
conducted training workshops for clients on: strategy articulation, process mapping, policies & procedures, and HR best practices. In
2012, Hesham joined Badir Program as Director of western region to establish and manage the first ICT business incubator in Jeddah,
where he coached and mentored entrepreneurs on strategy development and business modeling. In addition, Hesham established the
first government-supported angel investors network (Sirb) and organized, designed, and executed (Sirb Award 2013) - the first and
largest national competition for best investment opportunities.
Areas of Expertise:
Selected Previous Clients (Consulting Projects):







 Jeddah Chamber of Commerce, leading food manufacturer, large construction company, and regional real estate company (e.g.
strategy development, operating model, job descriptions, policies & procedures)
Program and Project Management
Strategy & Operating Model
Organizational Design & Structure
Job Descriptions & Authority Matrix
Performance Management & KPIs
Policies, Processes & Procedures
Quality Assurance & Control
Qualifications:
 MBA in Strategy & Operations from
Indiana State University, IN, USA
 BSc. in Electrical Engineering from KFUPM,
Saudi Arabia
11
 Ministry of Labor (development of labor market recommendations for his excellency the minister of labor)
 Capital Market Authority (establishment of corporate governance department)
Professional Organization Memberships:






Co-Founder of the Saudi MBAs Association
Founding Member of the Saudi HR Club
Member of Tomouh Network for Top Achievers (Jeddah City Head)
Advisory Board Member at Sirb Angel Investors Network
Member of Coaching Committee at MIT Enterprise Forum
Member of Oqal Investors Group
Team profile
Rob Reimers
Marketing & Communication Subject Matter Expert
Profile/background:
Experience Summary
Rob has 26 years experience with Unilever. He
was Marketing Director and Business Unit
Head for Foods in Czech Republic and
Slovakia, and then Regional Strategy
Manager for Eastern Europe. Currently an
associate of Brand Learning Partners in
London, as well as a freelance consultant and
Marketing Capability trainer.
Rob is a professional general manager and marketer who has built successful businesses and demonstrated excellent performance. He
has extensive regional and global business experience, and takes a challenging and innovative approach to business. He has driven
several international brands to profitability and leadership through clear strategy and innovation, and applied broad commercial
thinking to ensure best practice during implementation. During his tenure with Unilever he lived and worked in South Africa, Spain,
Czech Republic and Netherlands. He was a member of Unilever’s Global Research Steering Committee.
Areas of Expertise:
•
Marketing Strategy
•
Brand Equity Development and
Communication
•
Business Planning
•
Innovation
•
Coaching and Development
Qualifications:
Bachelor of Commerce. Half way through a
Masters in Leadership Studies at the Graduate
School of Business
12
In his current role he facilitates live action workshops and consults and trains managers in several multi nationals like Unilever, GSK,
Shell, Zain telecoms, amongst others. He travels widely in The Americas, Europe, Asia, Middle East and Africa. Examples of his work
include i) developing an entry strategies in Pakistan and growth strategies in India and Nigeria; ii) crafting winning communication
concepts for Sunlight Liquid globally, a health drink in Philipines, Hard Surface Cleaners in Middle East, Nutritional Food in Brazil ; iii)
Excellence in Marketing implementation for Shell in Africa, and rigorous Brand Planning in Turkey and South Africa; iv) Leadership
training and mentoring for District Clinical Teams in the Health System for the Government South Africa. V) Lecturing at WITS
university on their Government Communications course, and has conducted several workshops on the Government Communication
Strategy Process in South Africa.
Rob speaks fluent English, German and Afrikaans (derivative of Dutch) and is proficient in Spanish.
Team profile
Mohammed Al Sahaf
Director – Marketing & Branding
Profile/background:
Experience Summary
Mohammed has over eleven (11) years of
professional experience including one and a
half years a Global Marketing Manager of
Barbican at Rani Refreshments Coca Cola JV.
Mohammed started his career as a management trainee in Supply Chain at Unilever in Jan 2005 where he developed an
understanding of the logistics and operational aspects of the FMCG markets in the Gulf. He then moved to marketing where he
developed an understanding of crafting winning strategies for new brand launches as well as developing brand positioning & brand
portfolio architectures based on insights derived from consumer understanding & research for several brands across the region. He
has held several marketing positions in Africa Middle East & Turkey including Regional Brand Manager for Oral Care, and then
Lipton. After Unilever, Mohammed joined Rani Refreshments Coca Cola Joint Venture as the Global Marketing Manager for Barbican
where he spearheaded the revamp of Brand Vision Architecture & Positioning for the brand.
Currently is involved in several projects
including establishing a personal care start-up.
As the Regional & Global marketing lead, he got exposed to the entire chain of Brand creation through applying a “consumer centric”
approach validated by research & insight leading to winning the hearts & minds of consumers.
Areas of Expertise:
 Project Management
 Marketing, Brand Positioning
 Communication Platform Development
 Brand Vision Architecture
 Digital Marketing Strategy
Qualifications:
 BBA in Finance , from American University
in Dubai .
 Unilever Marketing Academy
 Advanced Concept Writing
 Driving Behaviour Change
13
Selected Previous & Current (Consulting Projects):
 FishFishme.com (Branding & Ne Market expansion strategy development )

Swerve Productions (Brand Communication Platform development FMCG clients)
 “Izil” Argan Oil. (Brand Vision Architecture & Packing hierarchy development)
Team profile
Omar Mahmoud
Director – Operations
Profile/background:
Omar is a business & operations professional
with a diversified experience across Fashion,
FMCG & Distribution. During his 10+
experience he has managed different
successful projects including launches relaunches for new businesses/brands
Areas of Expertise:





Business Development
Business Strategy
Product Management
Marketing
Distribution
Qualifications:
 MScBA. in Entrepreneurship & New
Business Venturing from RSM Erasmus
University, Rotterdam, Netherlands.
 BE. in Economics Administration from
Mercuria Business School, Helsinki,
Netherlands.
 BBA. In Business Administration from
InHolland University, Amsterdam,
Netherlands.
9
Experience Summary
Omar Mahmoud was born and educated in The Netherlands. He started his career as an intern for Unilever UAE and subsequently
Americana Egypt. After completing his Bachelor Studies he pursued his career with MIDO International Trading in the Food Service
Industry. Successively, Omar completed his Graduate Studies, specializing in Entrepreneurship and effectively graduated from RSM
Erasmus University (one of the top 10 Business Schools in Europe) in 2008. Whilst completing his studies Omar started the first Luxury
Fashion Company in Egypt. He successfully opened the first Versace and ICE ICEBERG boutique in Cairo.
As a sales and marketing professional with over 10 years’ hands on FMCG experience, Omar's strengths include brand building,
strategy formulation and execution. As a Senior Product Manager at Abdullah Abbar & Sons Cold Stores Co, Omar was in charge of
15 brands and 8 successful brand (re)launches. His duties included forecasting, budgeting, pricing, procurement and marketing of the
dairy and ambient division.
Omar is a partner and board member of a leading food & beverage distributor based in Cairo, Egypt.
Selected Consultancy Projects
 Regional Food Distributor (strategy development, change management and implementation)
 Large Saudi based Corporation (new investment opportunity evaluation)
 Regional Catering Company (overall business assessment & strategy development)
 Regional Creative Design House (financial review, business assessment & strategy development)
 Regional Fashion Company (business performance review, strategy development, change management)
Awards:

Lactalis Bronze Cow Award

Most Improved Portfolio Award (Abdullah Abbar & Sons)

Guinness World Record Title Holder for Largest Pyramid Build from Biscuits
Team profile
Budoor Bahareth
Analyst
Profile/background:
Experience Summary
Budoor is a starting marketing analyst. With
three years of experience in media and
communications and a strong creative
background.
Budoor started her career as a freelancing graphic designer in 2010, creating Corporate identities for commercial entities and
NGO’s. She later joined Al-Watan Newspaper as an editor and editorial designer, where she trained with the Press Association UK,
where she was credited as the top trainee and was assigned as a T.A in the use of mixed media and visual communication. In 2013
Budoor Graduated with an MA in marketing communications & Advertising, and went on to work as an assistant brand manager in
Anne Fontaine Saudi Arabia. Then she joined Ghazi Algosaibi Chair as a communications manager creating and executing the
corporate identity and managing all forms of digital communications.
Areas of Expertise:
Currently Budoor is a Marketing Analyst at PCG, her role is to support the team in research, business analysis and the development of
marketing and communication strategies and operational plans. she has become an active member in the team when it comes to
creating a broad understand of the competitive context as a foundation of strategic discussions. She has been responsible for assisting
in the development of the Brand Marketing Plans & Action plans for several of PCG’s key clients.




Benchmarking
Analysis
Branding & Corporate Identity
Editorial & information design
Selected Previous & Current (Consulting Projects):
 Semi-government organization, Assisted in developing marketing & communication strategy and policies & Procedures.
 Local Holding Company, assisted in developing marketing & communication strategy, marketing plan and JD’s.
Qualifications:
 MA in Marketing, Communications &
Advertising from Kingston University,
United Kingdom.
 BA. in Graphic Design from Dar Al-Hekma,
Saudi Arabia
15
 Non-Profit Organization, managing concept testing & developing a benchmark report.
Team profile
Mohammed Baaqeel
Analyst
Profile/background:
Experience Summary
Mohammed is a starting Marketing Analyst.
With a true passion for marketing, branding
and communication.
Mohammed started his career in the Industrial City of Jeddah in the recycling industry evaluating how the logistics of PET into reusable
plastic materials that’s eco friendly. Currently Mohammed is a Marketing Analyst at PCG, where his role is to support the team in
performing the required desk research and business analysis, as well as assisting in the development of marketing and communication
strategies and operational plans. Mohammed become a valuable team member who is a reference point for conducting mystery
shoppers as a source of information for strategy creation for PCG’s key clients.
Areas of Expertise:




Market Research
Mystery Shopping
Marketing Strategy
Logistics
Qualifications:
 BBA. In Marketing from Vancouver Island
University, Canada
16
Our Credentials
Our Credentials
We have partnered with key organizations in Saudi Arabia to deliver sustainable results.
18
Business Transformation advisory &
operational support
Branding Strategy
Branding, Marketing Strategy, &
Operation Manual Development
Launch strategy development &
Marketing Implementation Support
New Business Establishment Including
New Factory Setup
CSR Program development &
Implementation
New Investment Opportunity
Assessment
Branding, Marketing Strategy, and
Launch Marking Plan
Promotion Strategy & Capability
Building
CSR Strategy
Complete Business Transformation &
Advisory
Marketing Strategy &
Communication Policy
Marketing Strategy &
Communication Policy
Complete Business Transformation &
Advisory
© 2015 PCG. All rights reserved.