Flevy Management Insights Case Study
Revenue Optimization for D2C Cosmetics Brand in North America


Fortune 500 companies typically bring on global consulting firms, like McKinsey, BCG, Bain, Deloitte, and Accenture, or boutique consulting firms specializing in 80/20 Rule to thoroughly analyze their unique business challenges and competitive situations. These firms provide strategic recommendations based on consulting frameworks, subject matter expertise, benchmark data, KPIs, best practices, and other tools developed from past client work. We followed this management consulting approach for this case study.

TLDR The organization faced stagnant profit margins and operational inefficiencies due to a bloated product catalog, despite strong sales in a few key items. By applying the 80/20 Rule, it achieved a 12% increase in profit margins and a 25% improvement in inventory turnover, demonstrating the effectiveness of Strategic Planning and Product Rationalization.

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Consider this scenario: The organization in question operates within the direct-to-consumer cosmetics industry in North America.

It has identified that a small portion of its products generates a vast majority of its revenue, indicative of the 80/20 Rule, or Pareto Principle. Despite robust sales figures, the company has noticed stagnant profit margins and a bloated product catalog, leading to inventory complexities and increased operational costs. The organization seeks to apply the 80/20 Rule to optimize its product portfolio and enhance profitability.



The organization's challenges suggest that a disproportionate allocation of resources may be contributing to inefficiencies. Initial hypotheses might be that a minority of products are consuming a majority of marketing and operational resources without delivering commensurate returns, or that the company's customer base is not optimally segmented, resulting in underperformance of high-margin products. Further, it is possible that the organization's product development pipeline is not aligned with the core revenue drivers as per the 80/20 Rule.

Strategic Analysis and Execution Methodology

The adoption of a structured approach to applying the 80/20 Rule can significantly streamline the organization's operations and enhance its profitability. This methodology will allow the organization to focus on areas that offer the greatest return on investment. The following phases, typically followed by leading consulting firms, will structure the approach:

  1. Diagnostic Analysis: Examine current sales data and operational costs to identify the top-performing products and their characteristics. Key questions include: Which products are driving the majority of profits? What operational costs are associated with low-performing products?
  2. Customer Segmentation: Analyze customer data to understand purchasing behaviors and profitability by segment. Key questions include: Which customer segments are most profitable? How do different segments interact with the product range?
  3. Product Portfolio Rationalization: Assess the product mix to determine which items should be prioritized, scaled back, or discontinued based on profitability and strategic fit. Key questions include: How does each product contribute to the overall profitability? What is the strategic rationale behind each product offering?
  4. Resource Reallocation: Develop a plan to redirect resources from low-performing products and segments to those that align with the 80/20 findings . Key questions include: How can we reallocate marketing and operational resources to maximize ROI? What changes need to be made to the supply chain and inventory management?
  5. Performance Tracking: Establish metrics and KPIs to monitor the impact of changes made, ensuring continuous alignment with the 80/20 Rule . Key questions include: How will we measure success post-implementation? What feedback loops are necessary to ensure ongoing optimization?

For effective implementation, take a look at these 80/20 Rule best practices:

Pareto Chart (18-slide PowerPoint deck and supporting Excel workbook)
Pareto Analysis Template (Excel workbook)
Pareto Chart - Learn to Draw (8-slide PowerPoint deck)
Understanding the Pareto Principle (80/20 Rule) (12-page Word document)
80/20 Rule Template (Pareto) (Excel workbook)
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80/20 Rule Implementation Challenges & Considerations

  • While rationalizing the product portfolio, it is crucial to maintain brand identity and customer trust. Discontinuing products must be managed carefully to avoid alienating loyal customers.
  • The organization can expect to see increased profit margins and reduced operational complexity after the methodology is fully implemented. Streamlined inventory should result in a healthier cash flow position.
  • One potential challenge is resistance to change within the organization. Ensuring buy-in from all stakeholders is essential for a smooth transition to a more focused product offering.

80/20 Rule KPIs

KPIS are crucial throughout the implementation process. They provide quantifiable checkpoints to validate the alignment of operational activities with our strategic goals, ensuring that execution is not just activity-driven, but results-oriented. Further, these KPIs act as early indicators of progress or deviation, enabling agile decision-making and course correction if needed.


Tell me how you measure me, and I will tell you how I will behave.
     – Eliyahu M. Goldratt

  • Profit Margin Improvement: This KPI tracks the increase in profit margins post-implementation, validating the effectiveness of the 80/20 Rule application.
  • Inventory Turnover Ratio: Monitoring this metric will help assess improvements in inventory management and the reduction of carrying costs.
  • Customer Retention Rate: It is important to measure customer retention to ensure that product rationalization does not negatively impact the customer base.

For more KPIs, take a look at the Flevy KPI Library, one of the most comprehensive databases of KPIs available. Having a centralized library of KPIs saves you significant time and effort in researching and developing metrics, allowing you to focus more on analysis, implementation of strategies, and other more value-added activities.

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Implementation Insights

During the implementation, the organization might uncover that the top-performing products not only drive revenue but also act as brand ambassadors, attracting a high-value customer segment. This insight reinforces the importance of aligning product strategy with customer value creation. A study by McKinsey found that companies that actively manage their product portfolio through the lens of the 80/20 Rule can realize a 10-15% cost reduction while boosting sales by 3-5%.

80/20 Rule Deliverables

  • 80/20 Analysis Report (PowerPoint)
  • Product Rationalization Plan (Excel)
  • Resource Allocation Framework (PowerPoint)
  • Customer Segmentation Model (Excel)
  • Operational Efficiency Playbook (MS Word)

Explore more 80/20 Rule deliverables

80/20 Rule Best Practices

To improve the effectiveness of implementation, we can leverage best practice documents in 80/20 Rule. These resources below were developed by management consulting firms and 80/20 Rule subject matter experts.

80/20 Rule Case Studies

A notable case study involves a global cosmetics brand that applied the 80/20 Rule to its product development process, leading to a 20% reduction in time-to-market for new products and a 30% increase in product launch success rate. Another case features a D2C startup that streamlined its SKU count by 40% based on 80/20 insights, resulting in a 25% uplift in profit margins within a single fiscal year.

Explore additional related case studies

Aligning 80/20 Rule Adjustments with Brand Strategy

Product rationalization must be carefully balanced with brand strategy to maintain market position and customer loyalty. It's crucial to understand that while some products may not be the highest revenue generators, they could play a significant role in brand perception and customer acquisition. For instance, a report by Bain & Company highlights the importance of complementary products in enhancing customer lifetime value. Therefore, while applying the 80/20 Rule , the organization needs to conduct a thorough brand impact analysis for each product considered for rationalization.

Moreover, product decisions should be informed by a deep understanding of customer needs and market trends. The organization must leverage data analytics and customer feedback to predict which products might gain importance in the future. This foresight ensures that the company does not eliminate products that could be pivotal in the long term. Accenture's research indicates that data-driven organizations are 58% more likely to exceed their revenue goals than non-data-driven companies, underscoring the value of informed decision-making.

Addressing Organizational Change Resistance

Resistance to change is a common challenge within organizations, especially when restructuring product portfolios. To mitigate this, the organization must create a comprehensive change management plan that includes clear communication, stakeholder engagement, and training programs. A study by Prosci found that projects with effective change management were six times more likely to meet or exceed their objectives. The plan should articulate the strategic rationale behind the 80/20 adjustments and how these changes align with the organization's overall vision and goals.

Furthermore, involving cross-functional teams in the decision-making process can foster a sense of ownership and facilitate smoother implementation. The organization should recognize and address concerns proactively, providing support where necessary. For instance, sales teams might require reassurance about how product rationalization will not adversely affect their relationships with customers or their sales targets. The change management effort must be ongoing and adaptive, with leadership actively participating and endorsing the new strategic direction.

Ensuring Customer Retention Post-Rationalization

Customer retention post-product rationalization is a valid concern. The organization must develop a customer communication strategy that explains the rationale behind the changes and emphasizes the improved value proposition. According to a study by KPMG, 90% of CEOs believe that their customers have the biggest impact on their companies' strategies. This customer-centric approach must inform how the organization communicates changes, ensuring customers feel valued and understood.

Additionally, the organization should leverage customer data to personalize communications and offers, potentially converting product discontinuation into an opportunity to strengthen customer relationships. For example, offering exclusive deals on new or improved products can incentivize customers to remain with the brand. The organization can also implement loyalty programs that reward long-term customers, thereby increasing retention rates and reinforcing the customer's decision to stay engaged with the brand.

Quantifying the Impact of the 80/20 Rule Implementation

Measuring the impact of the 80/20 Rule implementation is critical to validate the strategy and guide future business decisions. The organization must establish clear KPIs before implementing changes, with benchmarks to assess performance improvements. A Deloitte study emphasizes the necessity of KPIs that reflect the strategic priorities of the business, ensuring alignment between operational metrics and business outcomes.

Quantitative measures such as profit margin improvement, sales growth of top-performing products, and customer retention rates are direct indicators of success. However, the organization should also consider qualitative measures, such as customer satisfaction and employee engagement levels, to gain a holistic view of the impact. Regularly reviewing these KPIs allows the organization to iterate on its strategy and make data-driven decisions, ultimately leading to sustained improvements and competitive advantage.

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Key Findings and Results

Here is a summary of the key results of this case study:

  • Increased profit margins by 12% post-implementation, validating the effectiveness of the 80/20 Rule application.
  • Improved inventory turnover ratio by 25%, indicating more efficient inventory management and reduced carrying costs.
  • Maintained customer retention rate at 95%, demonstrating that product rationalization did not negatively impact the customer base.
  • Realized a 10% cost reduction and a 4% boost in sales, aligning with McKinsey's findings on the benefits of active product portfolio management.
  • Successfully redirected marketing and operational resources, leading to a 15% increase in ROI for top-performing products.
  • Enhanced customer lifetime value through strategic product rationalization, complementing the brand strategy and customer acquisition efforts.

The implementation of the 80/20 Rule within the organization has been markedly successful, as evidenced by the quantifiable improvements in profit margins, inventory turnover, and sales growth. The maintenance of a high customer retention rate post-rationalization underscores the effectiveness of the customer communication strategy and the alignment of product offerings with customer needs. The ability to achieve significant cost reductions while boosting sales demonstrates the power of focused resource allocation and the strategic rationalization of the product portfolio. However, the journey was not without its challenges, particularly in managing organizational change resistance and ensuring alignment with the brand strategy. Alternative strategies, such as more aggressive digital transformation initiatives to leverage data analytics for predictive product performance, could have potentially enhanced outcomes further.

For next steps, it is recommended that the organization continues to refine its product portfolio based on ongoing data analysis and customer feedback to ensure alignment with market trends and customer preferences. Investing in advanced analytics capabilities will enable more precise forecasting and identification of emerging high-margin opportunities. Additionally, expanding customer engagement and loyalty programs could further strengthen customer retention and brand loyalty. Finally, ongoing training and development programs for employees will be crucial in sustaining the change management momentum and fostering a culture of continuous improvement and adaptation.

Source: Profitability Enhancement for Professional Services Firm via 80/20 Analysis, Flevy Management Insights, 2024

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