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Consumer Products | Case Study


Challenges

One of the largest multinational beverages Company was having difficulty in understanding why some of their promotions are successful and why others are not. A majority of their promotions were not meeting the expected results in a specific market and the company had a challenge in making their on-premise promotions more successful.
Diagnostic Study

Our team conducted a field study of the various stakeholders involved to identify the gaps that exist in the current promotion framework and uncover the reasons why the promotions are performing below expectations. The unstructured information from the field was captured across various brands from multiple types of accounts in different locations. The field study was done on a real time basis as the promotions were being executed, by collecting feedback from multiple segments of people including customers of diverse demographics and psychographics, retailers, brand managers and distributors. Our diagnostic study uncovered the following issues that were preventing the expected lift in sales from the promotions:

● Limited alignment of the stakeholder objectives owing to the lack of understanding of motivations
   of the various players in the channel
● Ad hoc process for booking promotions without strategic planning
● Standard KPI’s used in the decision making process which leads to significant gap in assessing the
   activity’s potential, and as a result, leads to missed and under-performing opportunities
● No system or process to authenticate the information and correlate the information from the field
   as the promotion is being executed. This results in the inability to make changes in the plan on a
   real time basis.

Discovery analytics

Based on our diagnostic field study, we developed a framework that enables the discovery and alignment of the stakeholder objectives through collaboration in a dynamic fashion. Further, understanding of the assumptions such as budgets, expected results, both tangible and intangible, and other constraints is also developed in the framework.

Through our state of the art analytics product TREK, we utilize the unstructured information arising from all the stakeholders including the CPG Company, the distributor, the promotion company, the retailer and the consumer to discover the blind spots and problems that are faced in the process of executing the promotion. Based on the analysis, the following insights were achieved:

● The real time online connectivity between the on premise promotions and the corporate/regional
   offices enables the CPG Company to manage the dynamics taking place in the field in an efficient
   manner that improves the promotion impact significantly.
● Marketing concepts and giveaways are great but there is a need to fine tune them for the specific
   environment where the promotion is being conducted.
● The promotion booking process plays a crucial role on the outcome of the promotion. To succeed in
   booking the right locations for the promotions, it requires a lot of field knowledge that resides as
   unstructured information within the stakeholders managing the process on the ground.

Solution

● By developing a dynamic KPI system for performance measurement that leverages the unstructured
   information from the field based on specific situations and accounts, the ability to identify blind
   spots in the promotion execution was substantially improved.
● By providing the end user, the ability to make changes to the standard templates of operations, the
   company’s agility to handle the dynamics of the field was improved.
● By providing the ability to incorporate data from multiple formats such as email, MS word, media
   etc, we improved the company’s ability for real time decision making across a diverse user base
   that provides the entire 360 degree view of all the key decision factors in real time and its overall
   impact on the decision.

Results

● As a result of analysis and discovery of key nuggets of knowledge from the unstructured information
   in the field, the CPG Company was able to understand why the promotion was offered to the specific
   location even though the location was not a good fit for this type of promotion, which triggered the
   failure to achieve the expected results.
● The company was able to determine how the guidelines for the promotions were used by the field
   people in deciding the locations for the promotions.
● Overall, the CPG Company was able to utilize information observed in the field, but not captured
   through the standard metrics, and turn it into near term actionable direction that dramatically
   improved the promotion execution.