Research Objective

• A leading food company wanted to understand the sales impact of various trade schemes.
• They wanted to deconstruct sales in order to differentiate the impact of various schemes (lift analysis) and to understand how price, promotion, schemes,and competition activity impacted sales.

Scope & Methodology

• Created multiple regression models for key SKUs to determine the impact of trade promotions, slab based discounts, internal cannibalization, competition activity and seasonality on their overall sales
• Calculated sales lift & ROI for each promotion to help optimize budget allocation

Value Delivered

• A scheme simulator was built that allowed the business team to align their trade promotion calendar to meet budget constraints and achieve the desired sales lift for their portfolio.
• The simulator now guides future investment decisions.

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