Case Study
Forbes 2000 beverage major sees marketing spend optimized 5 percent through process redesign and analytics
Client:
A Forbes 2000 beverage company
Industry:
Consumer goods
Business need addressed:
Better understanding of consumer preferences to design right sales and advertising strategy
Genpact solution:
Designed a robust forecasting model based on historical spend and detailed consumer preference study. Developed a customized web-based business intelligence (BI) portal
Business impact:
- Marketing spend optimization and effective product portfolio planning
- Better consumer understanding for delivering increased customer satisfaction
Business challenge
A global beverage manufacturer wanted help in understanding consumer preferences and formulating the right sales and advertising strategy. Their existing processes were sub optimal due to:
- Inadequate capacity to do custom research and analysis for understanding customer preferences
- Disparate internal and 3rd party sales and marketing data across brands, accounts, time periods and geographies
- Limited capability to forecast sales based on macro-economic models which made it difficult to allocate spend for maximum effectiveness of marketing vehicles
Genpact solution
- Research design, execution and analysis to understand consumer preferences and needs to help in portfolio planning
- Customized web based BI portal - Centralized data warehouse to enable data integration combined with sophisticated OLAP (Online Analytical Processing) platform and visualization/reporting mechanisms
- Sales and marketing analytics - Marketing and advertising spend analysis, forecasting model based on sales, consumer and macro-economic data
Business impact delivered
- Optimized marketing and advertising spend by 5%
- Enabled effective brand and sales strategy and timely product-portfolio decisions
Take a copy for yourself
Download PDFFor more information, contact consumergoods.services@genpact.com
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