As the current retail landscape is witnessing a shift toward digitization, leadingorganisations are developing, testing and iterating innovative ideas to optimize customer engagement. Moreover, it becomes essential for the companies to re-align their product offerings to meet the growing demands of the customers. With the growing number of e-commerce platforms, a considerable number of companies are looking forward to expand across geographies to potentially reach out to different markets. Moreover, organizations are further collaborating with reputed establishments to drive greater sales volume which will help them to increase the bottom-line. The consumers’ behavior and needs are always shifting, and organizations are embracing technologies to meet the ever-growing array of these demands. The shift from conventional brick and mortar shopping to advanced online retailing can be attributed to factors such as the rise of middle-class population, urbanization, and globalization. To keep pace with the altering preferences of the customers, leading businesses in the CPG industry are planning to adjust their operating models with that of the competitors. Moreover, as retailers consolidate, and e-commerce platforms increase, CPG companies are relying on winning go-to-market strategies to retain their position in the market.

The client is one of the India's leading consumer products manufacturer with pan India presence. Established in the 70’s of the last century they have a portfolio of more than 200 products. It employs more than 5000 people and reach consumer homes through 4 Million plus outlets through a network of distributors and various e-commerce portals.

The client, a leading CPG company with pan India presence wanted to gain actionable insights into the sales, market share, and marketing ROI. The CPG Company wanted to identify the strengths and weaknesses and optimize their marketing mix to improve the effectiveness of marketing campaigns on business performance. Moreover, with the help of marketing mix modelling engagement, the client also wanted to understand the impact of online media on sales and optimize investments to drive profit. The primary objective of the client was to measure the potential value of all marketing inputs and make investments to increase long-term revenue.

Beyond traditional marketing campaigns, the marketing mix modeling solution offered by VIAPROM helped the prominent client in the CPG industry; leverage the use of multiple regression techniques to predict the outcome of sales. It also helped the organisations to optimize the marketing campaigns to enhance their business efficiency leveraging marketing mix modeling solutions.

Highlights of the Solution

The engagement offered by VIAPROM assisted the Organisations to quantify the impact of sales on marketing activities. The solution also focused on developing an attribution model based on the past marketing spend and sales. Through this model, the CPG organisation could optimize the future spend and improve the overall business efficiency.

The solution helped the Organisation to determine the net effect of their marketing campaigns on company’s profits. The engagement also focused on attributing the impact of marketing activity across all channels to further enhance the return on investment.

VIAPROM TECHNOLOGIES PVT LTD is a flagship Data and Analytics Solutions company of IPROM GROUP. We help in building the smart digital enterprise leveraging the power of Data and Analytics. At VIAPROM, our focus is on achieving distinction by delivering value-driven Data and Analytics solutions. Our systematic investments in creating Intellectual Property, nurturing talent and building knowledge capital for specific industry verticals like Retail, Consumer, Aviation, Travel, Banking-Financial Services & Insurance, Media, Telecom, Power, Utilities, Oil & Gas, Pharma, Healthcare and Government Sector help our clients maximize their returns on their investments. We also develop and maintain strategic Applications for our Clients at our Knowledge Center which forms a pivotal part of our Integrated Business Solutions Offerings. Being located at the Silicon Valley of the East – BANGALORE and having the best of human capital and industry benchmarked processes makes us the preferred choice for our clients. Our vision and mission are to be the strategic consulting and Analytics partner for our clients and offer solutions that have long-term and sustainable benefits.