Promotion Management Print E-mail
ImageA large CPG major wanted to improve the effectiveness of promotional offers across their portfolio of brands. Our analysis enabled clients to understand, factors that determined success of the promotions. This understanding helped client design better promotions
Client: Fortune 500 CPG major (Asia Pac)
Category: Consumer Goods
Objective
Clients wanted to rationalize their promotional offers across market for their portfolio of brands
Solution
We applied our promotion analysis framework to estimate the uplift from promotion based on the value offered along with characteristics of the brands under consideration
Result
Our analysis enabled clients to understand, how promotion outcomes were dependant not only on the promotion but also on the characteristic of the brand (e.g. market share) and type of outlet where the promotion was offered.
 
WHY WAS THIS BENEFICIAL TO THE CLIENTS?
Point of revenue maximization and value maximization helped clients to operate promotions based on the brand characteristics and outlet type.