A top FMCG brand in the food space felt that rather than continue with business as usual and setting budgets and marketing costs on historical understanding, they would like to use their data assets to improve the effectiveness of marketing spends, both ATL and BTL. Given that this brand operates in a large number of markets, with regional differences, the task was to build models at a market level with all key inputs that drives their sales. Over 14 different models were built and the final recommendation was to change the ATL/BTL mix in ATLs favour, focus on growth markets where the ROI was more robust and also suggested a mix of different sub- brands by market.
Specifically, while spend was reduced on BTL, most of the cuts were made in the activities that were either not working or returning a very poor ROI. This meant that the reduction in sales from the axed BTL activities was minimal and in some cases, there was zero reduction as these activities were actually redundant. The money thus saved was redeployed into much more effective channels including TV advertising, which had been neglected to an extent. Specific media plans were suggested for the mother brand and the sub-brand ensuring that spends are above the threshold level – and this lead to more visibility for the campaigns and a high uptick in sales. The media recommendation also suggested specific TV channels to be used and also the scheduling of spends.
The net result was a high growth in sales – more than double that of earlier years – all achieved without a change in budgets.
An Alco-Bev major wanted to understand the sizes of each of the categories of alcohol such as Whisky, Vodka and so on into the future for a plan strategy for a 5 year period.
The advantage of this methodology is that ROI of key digital channels can be compared and spends optimized in line with these insights, significantly improving overall efficiency.
The problem this CPG brand was faced with was a typical problem- Brand had presence across multiple connect points, paid media, owned media ( website, Facebook page etc) and earned media ( Twitter and other social mentions) but not knowing clearly what works across market clusters, and the interrelations between these connect points.