CASE STUDIES

Optimisation of Trade Promotion expenditures

SUMMARY

One of the CPG clients went haywire in understanding the performance of trade promotions. They needed a consolidated medium to be utilised across all the regions to plan efficiently and also an estimation of effectiveness of the trade promotions.

METHODOLOGY

• Models were developed for estimating various parameters impacting the ROI of different SKUs

• Analysis of trade promotions

• Forecasted the ROI of different types of promotions

• Using AI algorithms, predicted which promotion gives the maximum ROI

TAKE AWAYS

• Scalable medium to picturise the effectiveness of trade promotions across the regions

• Dashboards to help the management in a better decision making

END RESULTS

• Increased sales

• Reduction of revenue leakage

• Increased profit