Givaudan
Defining a global value proposition to maintain market leadership
The Challenge
Built on over 200 years of heritage, Givaudan had established themselves as a leader in a significant and growing flavour category.
Against a backdrop of increasing category complexity - spanning supply chain volatility, heightened competitive intensity, and shifting customer expectations - Givaudan recognised an opportunity to define a cohesive, global value proposition. Anchored in a deeper understanding of customer needs, this would strengthen and sustain their leadership position over time.
It was essential that the resulting value proposition resonated at every level of the organisation:
- Globally they wanted alignment behind a powerful, compelling value proposition
- Markets & Regions required consistent messaging and materials
Sales Teams needed to be equipped with the tools to articulate their unique value to customers
The Givaudan leadership team chose to partner with Cognosis to gain an external perspective that would strengthen their strategic view. They were drawn to our proven value proposition development process, recognised for its strategic rigour and deep customer insight. Together, we set out with two clear priorities: To sharpen Givaudan’s competitive positioning by understanding customer pains and gains, and to translate this into a compelling global value proposition. Equally important was ensuring alignment across the organisation - building belief and securing stakeholder buy-in to drive adoption.
Our Approach
Built on over 200 years of heritage, Givaudan had established themselves as a leader in a significant and growing flavour category.
Against a backdrop of increasing category complexity - spanning supply chain volatility, heightened competitive intensity, and shifting customer expectations - Givaudan recognised an opportunity to define a cohesive, global value proposition. Anchored in a deeper understanding of customer needs, this would strengthen and sustain their leadership position over time.
It was essential that the resulting value proposition resonated at every level of the organisation:
- Globally they wanted alignment behind a powerful, compelling value proposition
- Markets & Regions required consistent messaging and materials
Sales Teams needed to be equipped with the tools to articulate their unique value to customers
The Givaudan leadership team chose to partner with Cognosis to gain an external perspective that would strengthen their strategic view. They were drawn to our proven value proposition development process, recognised for its strategic rigour and deep customer insight. Together, we set out with two clear priorities: To sharpen Givaudan’s competitive positioning by understanding customer pains and gains, and to translate this into a compelling global value proposition. Equally important was ensuring alignment across the organisation - building belief and securing stakeholder buy-in to drive adoption.
Cognosis impressed us with how quickly and genuinely they immersed themselves in our complex industry, taking the time to understand our business and what matters most to us. Their expertise and fresh perspective introduced us to a new way to build value propositions. Throughout the project, the process felt seamless, transparent, and well-paced with clear guidance, a strong customer focus, and outstanding facilitation that brought out the best in every participant. We always felt supported and in safe hands. What stood out most was their genuine commitment - they consistently went the extra mile and invested deeply in our success, making them real partners.
Céline Castel Desloges
Global Marketing Manager | Givaudan
The Impact
Built on over 200 years of heritage, Givaudan had established themselves as a leader in a significant and growing flavour category.
Against a backdrop of increasing category complexity - spanning supply chain volatility, heightened competitive intensity, and shifting customer expectations - Givaudan recognised an opportunity to define a cohesive, global value proposition. Anchored in a deeper understanding of customer needs, this would strengthen and sustain their leadership position over time.
It was essential that the resulting value proposition resonated at every level of the organisation:
- Globally they wanted alignment behind a powerful, compelling value proposition
- Markets & Regions required consistent messaging and materials
Sales Teams needed to be equipped with the tools to articulate their unique value to customers
The Givaudan leadership team chose to partner with Cognosis to gain an external perspective that would strengthen their strategic view. They were drawn to our proven value proposition development process, recognised for its strategic rigour and deep customer insight. Together, we set out with two clear priorities: To sharpen Givaudan’s competitive positioning by understanding customer pains and gains, and to translate this into a compelling global value proposition. Equally important was ensuring alignment across the organisation - building belief and securing stakeholder buy-in to drive adoption.
