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Market Mix Modelling for Fortune 50 FMCG company

About Client

Client is a Fortune 50 American multinational food, snack, and beverage corporation with an annual revenue of over 70 billion USD as of 2020. Client entered India in 1989 and has grown to become one of the largest MNC food and beverage businesses in India.

Objectives

Understanding the impact of various marketing channels and their sub-components on total sales and determining an optimal marketing mix

  • Client wanted to improve marketing efficiency by identifying the contribution and ROI of certain factors such as promos, advertisements, etc.
  • Client wanted to optimize its spend across conventional and digital media.

Impact

The output of the model is used by the business team for marketing decision to optimize the ROI by realigning the budget allocation for different channels

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