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Optimizing Trade Promotion Spends with a Pricing Simulator | A Food Business Analytics + Price Simulator Case Study
By E2E Research | March 26, 2021

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

 

Spreadsheet showing many different product, frequency, date, and price attributes which can be changed to see different sales volumes

 

 

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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Benchmarking Brand Awareness and Competitive Brand Space | A Consumer Food Survey Case Study
By E2E Research | March 5, 2021

Research Objective

  • The client needed to identify parameters of brand strength and understand how the brand was perceived in relation to its competition.

 

Scope & Methodology

  • A survey was launched to measure brand awareness within the category and to capture the importance of key attributes for the category.
  • Analyses included assessing the strength and importance of key drivers, and overall satisfaction. These assessments were conducted at both the global and country levels.
  • The data showed that while the brand enjoyed the highest awareness in the category, it was only the third highest in terms of purchase consideration. The data also showed that the brand competed most closely with two specific brands on several key attributes.

 

 

 

 

Value Delivered

  • A set of key performance indicators, including brand awareness, perceptions, and importance, was benchmarked for a set of brands in the category.
  • The brand was able to make targeted improvements to the product and understand their impact on brand perceptions in relation to the competition.

 

 

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