Optimize Marketing Spend by Process Redesign & Analytics

Case Study

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