Leveraging Externalities Print E-mail
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A large foods major wanted to allocate marketing budgets across markets based on various external drivers. Our Market Mix Model was able to identify the key external driver and also help marketer leverage the external factor.

Client: Global Food Major
 Category: Impulse food
Objective
To identify key future growth engines by quantifying the effects of the marketing mix elements to brand sales across markets
Solution
Market Mix Modeling was carried out, to identify and measure impact of different drivers on sales
Marketing, communication, product and environmental factors etc, were observed, as key influencers
Result
Advertising and Distribution found to be the primary influencers of sales
Interestingly, large loss of sales to a competing category was observed in summers; further worsened by lowering of advertising weights

WHY WAS THIS BENEFICIAL TO THE CLIENT?
A special campaign to counter "summer" through customized consumption Occasions supported by high advertising in summer led to Q2 sales being higher than Q1 for the first time. The same has been sustained since.