VCZ Consultoria

The fronts of strategic
and commercial management.

We combine strategic consulting, commercial intelligence and market research to turn data into real decisions — with method, evidence and focus on results, for retail, industry, services and e-commerce companies.

Margin & Pricing

01

Commercial & Strategic Consulting

Review of the company's commercial strategy: full diagnosis of the operation, direction and action plan — genuine end-to-end consulting work.

+ Strategic diagnosisComplete reading of the commercial operation: where the company wins, where it loses, and why. Action planPractical direction, with defined priorities and owners — not a generic report. Follow-upPeriodic review of the plan against results, with course correction.
02

JBP Joint Business Plan

Partnership with strategic suppliers: agreed sales and profitability targets for sustainable growth.

+ Agreed targetsReconstructed history and growth projection agreed between both parties. Activation planAssortment, pricing, space and promotion with owner and deadline. Yearly reportingPeriodic tracking of what was agreed, with course correction.
03

Pricing

Pricing strategy, regional competitiveness and price sensitivity, with a price and profitability simulator.

+ Pricing strategyEach category's role in pricing: image item, destination item and margin item. Prices & competitivenessPositioning against the market, by region and by competitor. Price simulatorEffect on volume, margin and profitability before changing a price.
04

Profitability Analysis

Margin study by category and SKU: misaligned pricing, uncovered costs and disproportionate trade funds, with correction priority.

+ Where margin is lostCategory and SKU with misaligned pricing, uncovered costs or trade funds that fell behind. Price & competitivenessWhether the practiced price sustains margin against the market, and where there's room to negotiate with industry. What to trackCategories and products to monitor, prioritized by impact on results.

Assortment & Purchasing·Testing & Operations

05

Category Structure

Assortment and profitability analysis, the role of category and product, ABC curve, mix and category structure review.

+ Category treeSector, category, subcategory and segment reviewed end-to-end. ABC curve & product roleWhat sustains the category, what cannibalizes it, and what can be dropped. Mix reviewBrand, size and price-range spaces still uncovered.
06

Purchase Planning

Smart buying: turnover within payment terms, without financing inventory with your own capital, and how much to buy ahead at current cost before an announced price increase.

+ Anticipating an increaseHow much to buy at the old cost before the new price list takes effect. Turnover & current stockThe recommendation comes from each item's real coverage, not the discount offered. Value of moneyThe gain from buying ahead compared to the cost of capital and storage for the period.
07

Pilot Project

Proposal of what to test and how: test and mirror stores, defined indicators, project tracking, reading what worked, corrections and a recommendation to replicate across other stores.

+ Pilot designHypothesis, scope, timeframe and indicators defined before starting. Test & mirror storesWe indicate where to test and which stores to compare the result against. Replication recommendationPeriodic tracking and recommendation to replicate across the remaining stores.

Data & Market

08

Management & Market Dashboards

Custom dashboards, from management to SKU level, with a view by region, banner, channel and store — plus market insight using the data you already have (Nielsen, Scanntech, GFK), updated without rework.

+ Indicators the team actually usesA few well-defined KPIs, tied to each area's decisions. Share & benchmarkYour share by category against the market and region, with more leverage when negotiating with suppliers. Automated routineRecurring updates, with no manual report rework.
09

Market Research

Quantitative and qualitative studies to understand purchase behavior, brand perception, consumption trends and where the customer sees value.

+ Quant & qualField studies to understand purchase behavior and brand perception. Consumption trendsConsumption shifts that anticipate opportunity and risk. Where the customer sees valueThe research ends in direction for assortment, communication and positioning.

Commercial Intelligence

Structured analysis of the operation to identify where the business can grow — with more margin, more consistency and less noise.

  • Performance & Profitability
    Identifies where the business grows and where it truly earns. Volume variation, price trend, average ticket, frequency and active customers — connected to contribution margin and result levers by product, channel and customer.
  • Category Management
    Assortment, planogram and category tree optimization. Analysis of each item's strategic role — price leader, profitability, assortment filler, seasonal — and its role in building the ideal mix. Category share, shelf space and consumer profile.
  • Pricing & Competitiveness
    Price elasticity, price bands, competitiveness index and the impact on contribution margin from price list changes.
  • Trade Marketing
    Evaluation of in-store execution, shelf share, return on activation investment, promotional calendar and cooperative fund planning.
  • Commercial Logistics
    Out-of-stock rate, inventory coverage, turnover by product, order fill rate and logistics service level across the supply chain.
  • Payment Terms & Cycle
    Average collection period, operating financial cycle, commercial working capital and the impact of payment terms on profitability.
  • BI Development
    Structuring performance indicators, management dashboards and data storytelling to support decision-making in the operation.
  • Market Studies & Trends
    Analysis using Nielsen data: market share, penetration index and consumption trend mapping by category.
  • CRM & Loyalty
    Customer base segmentation by recency, frequency and value, identifying retention and reactivation opportunities.

Market Research

Study of the market, consumer and competition to validate strategies and identify opportunities before acting.

  • Brand Positioning
    Brand value analysis, consumer-perceived attributes, competitive positioning and identification of strategic gaps against the market.
  • Qualitative Research
    In-depth interviews, focus groups and ethnography to understand latent motivations, behavior drivers and adoption barriers.
  • Quantitative Research
    Surveys with representative samples, cluster segmentation and conjoint analysis to measure preferences and purchase intent.
  • Industry Benchmark
    Comparison of indicators, commercial practices and performance against sector excellence references, identifying gaps and competitive opportunities.
  • Consumer Behavior
    Analysis of the purchase journey, consumer behavior, decision moment, frequency, time since last purchase and brand loyalty drivers.
  • Competitive Analysis
    Monitoring market share, competitive forces analysis, competitor positioning and detection of relevant strategic moves.
  • Strategic Intelligence & Scenarios
    Building forward-looking scenarios, macro-environment analysis, weak-signal mapping and strategic plan development based on market evidence.

Next step

Let's talk about your business.

Every project starts with a good conversation. Tell us what's ahead.

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