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Analytics in Action - How Marketelligent Helped a CPG Company Optimize Its Media Planning

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Media Planning & Optimization
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  Business Situation : A Global Consumer durables giant was making its entry inIndia. Though the brand is a global leader, it hardly had anyequity in India. The client had out-spent its competitors fortwo years with a single minded communication to drive itsequity without making much of an impact with consumers.The market share remained in single digits and a distantthird. The Task : To develop an optimal media strategy to improve the brandequity of the client. The Analysis : Our quantitative analysis showed that despite high spendsin media the brand had very little awareness. The reason forthis were many:- The primary driver medium was print which wasexpensive and had low reach among the target- The copy - both print and Television - was large whichreduced the overall exposure of the brand- The scheduling followed was drip strategy which  didn’t give an initial impetus to the brand- There was very little use of Outdoor and Point-of-sale(POS) which led to a disconnect with the consumers atthe POS The Recommendation : The first task was to improve awareness of the brand. Theequity could be built only after consumers were aware of the brand. To tackle this, smaller copies just focusing on thebranding were suggested to be introduced. This helped inincreasing the frequency with a focused exposure of thebrand leading to higher visibility and awareness of thebrand.We recommended that the primary medium to be shifted toTV with strategic use of print to create additional impact.This helped in : ã  Differentiating from competition, who were primarilyprint driven. ã  Increased visibility because of better reach and costefficiency of Television as a medium.A combined pulsing strategy of scheduling wasrecommended. This with the short duration copies took theSOV of the brand to extremely high levels which helped inestablishing the brand.POS was effectively used for selling features. Outdoor wasrecommended to improve the overall branding visibility. The Result: ã  The brand achieved a 80% spontaneous awareness in 3months of the campaign (up from 48%). ã  All the key Brand health scores  –  Top-of-mind (TOM),Spontaneous and Awareness - recorded more than 100%increase. ã  The strategy was continued in subsequent years with finetuning after every burst. At the end of two years thebrand had the highest TOM and became a leader in thelargest category it operated in. Marketelligent’s expertise in Media ã  Senior Management team with extensive industry experience in Brand Management and Media Planning ã  Expertise in quantitative optimization of media spends across channels so as tomaximize Sales/revenuesContact us at info@marketelligent.com for a risk-free evaluation www.marketelligent.com   Analytics in Action Media Planning & Optimization Client : A Global Leader in Consumer Durables   YOUR PARTNER FORDATA ANALYTICS SERVICES MANAGEMENT TEAMGLOBAL EXPERIENCE. PROVEN RESULTS. RoyK.CherianCEO Roy has over 20 years of rich experience in marketing, advertising and mediain organizations like Nestle India, United Breweries, FCB and FeedbackVentures. He holds an MBA from IIM Ahmedabad. AnunayGupta, PhDCOO & Headof Analytics Anunay has over 15 years of experience, with a significant portion focusedon Analytics in Consumer Finance. In his last assignment at Citigroup, he wasresponsible for all Decision Management functions for the US Cardsportfolio of Citigroup, covering approx $150B in assets. Anunay holds anMBA in Finance from NYU Stern School of Business. Buck ChintamaniEVP, StrategicInitiatives & Business Development Buck has extensive experience working with global clients across sectors.He was an early employee at Infosys, a founding team member at supply-chain software startup - Yantra, and part of the management team at RFIDsector startup - Reva. Most recently, he was the Vice-President for ServicePartner Strategy and Programs at product lifecycle management softwarecompany, PTC. Buck has an MBA from IIM Ahmedabad. Kakul PaulBusiness Head, CPG Kakul has over 6 years of experience within the CPG industry. She waspreviously part of the Analytics practice as WNS, leading analytic initiativesfor top Fortune 50 clients globally. She has extensive experience in whatdrives Consumer purchase behavior, market mix modeling, pricing &promotion analytics, etc. Kakul has an MBA from IIM Ahmedabad. ADVANCED ANALYTICAL SOLUTIONS   MARKETELLIGENT, INC. 80 Broad Street, 5th Floor, New York, NY 100041.212.837.7827 (o) 1.208.439.5551 (fax) info@marketelligent.com CONTACT  www.marketelligent.com IndustryBusiness FocusTools and Techniques Consumer Finance Investment OptimizationSAS, SPSS, R, VBACredit CardsRevenue MaximizationCluster analysisLoans and MortgagesCost and Process EfficienciesFactor analysisRetail Banking & InsuranceForecastingConjoint analysisWealth ManagementPredictive ModelingPerceptual maps Consumer Goods and Retail Risk ManagementNeuralNetworksCPG & RetailPricing OptimizationChaid/ CARTConsumer DurablesCustomerSegmentationGenetic Algorithms Manufacturing andSupply Chain Supply Chain ManagementSupport Vector Machines High Tech OEM’s SentimentAnalysis AutomotiveLogistics & Distribution
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