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.
CASE STUDIES
Optimisation of Trade Promotion expenditures
SUMMARY
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