Case Study

Decision-support modeling helps improve promotion effectiveness by 4% for an European biscuits and snacks manufacturer

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A leading biscuits and snacks manufacturer in UK which spent approx. 25% of its revenue (approximately GBP 220 million) annually on trade promotions.

Business challenges

Lack of timely and actionable insights hampered promotional efficiency due to:

  • Distributed data in multiple databases and reports
  • Lack of consistent performance tracking parameters and variables
  • Unavailability of a robust analytics engine and decision support dashboards

Genpact solution

Developed a robust, user friendly, and easy to use promotional effectiveness model through:

  • Data reconciliation across multiple, disparate sources
  • Detailed analysis on key efficiency ratios
  • In depth study of brand vs. customer mix, per activity or promotion
  • Identify trade investment efficiency drivers such as, Depth of Discount %, uplift

Business impact delivered

  • Improved promotional effectiveness by 4%
  • Improved trade promotion planning and spend
  • Timely decision making around promotional plans

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