CASE STUDY

Marketing Mix Example for an Alcoholic Beverages Manufacturer to Enhance ROI

Sep 19, 2021

What You Can Expect from the Marketing Mix Example Case Study

  • Industry Overview
  • The Client
  • Area of Engagement
  • Business Challenge
  • The Marketing Mix Example Solution and the Business Impact
  • Marketing Mix Optimization Predictive Insights

Highlights of the Marketing Mix Example Case Study

ParticularsDescription
ClientA global alcoholic beverages manufacturer
Business ChallengeTo effectively allocate future spending and enhance their market attractiveness
Impact of SolutionIncreased brand appeal and increase ROI for their offerings across various media platforms

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The Client

Alcoholic beverages manufacturer with distribution spread across the globe.

Area of Engagement

Marketing mix optimization – marketing analytics

Industry Overview

The global alcoholic beverages industry predominantly includes products such as beer, wine, and spirits. Among the different types of liquor available in the market, the consumption of lager, cider, and beer is the highest – accounting for approximately 89% of the total alcoholic beverages consumed across the globe. Growing urban population coupled with increasing disposable incomes in emerging economies are leading individuals to discover new forms of entertainment such as parties and spending time at lounges and bars. Furthermore, young adults with high social media influence, family incomes, and ease of access to alcoholic beverages are other factors driving sales of alcoholic beverages. However, the future of the alcoholic beverages industry depends on several factors, which are dynamic.

Some of the critical factors that are expected to influence the growth prospects of the alcoholic beverages industry over the next few years are:

  • E-commerce: Today, the consumer buying experience is expected to have a significant impact on the alcoholic beverages industry as e-commerce platforms are rapidly evolving across the globe. Additionally, recent research shows that the brands who are taking advantage of the digital channels can interact better with their consumers.
  • Authenticity and Traditionalism: With the recent political and geopolitical events, such as Brexit and ongoing unrest in the Middle East and constant changes in technology, the future of the alcoholic beverages industry is more unpredictable than ever. Therefore, to gain a stronger foothold in this fast-paced and ever-changing lifestyle, consumers are looking for authenticity and traditions.

These factors are compelling firms in the alcoholic beverages industry to leverage the use of marketing mix optimization solutions. Marketing mix optimization solutions help companies assess the impact of their marketing activity across different channels. Additionally, these solutions help firms evaluate the performance of past marketing initiatives and optimize future spending to improve business performance.

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The Business Challenge

The key sectors of the market depending upon sales channel are specialty stores, modern trade, convenience stores, commercial, hotels, restaurants, bars, and online retailers.

The client, a leading company in the alcoholic beverages industry with business operations spread across the globe, wanted to effectively allocate future spending and enhance their market attractiveness. The client also wanted to align themselves with the business planning process better and increase sales, profit, and shareholder value. Additionally, with the help of marketing mix optimization solutions, the client wanted to measure the impact of advertising on the overall sales revenue.

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The Marketing Mix Example Solution and the Business Impact

With the help of Quantzig’s marketing mix solutions, the company specializing in the manufacturing of alcoholic beverages, accurately tracked media spend and sales and improved overall business performance. Additionally, the client effectively allocated their marketing budget and spend it on media platforms to increase customer visibility. This helped them increase brand appeal and increase ROI for their offerings across various media platforms.

Marketing Mix Optimization Predictive Insights

Companies can analyze the impact of brand equity and customer satisfaction on the overall sales revenue with the help of marketing mix solutions. Additionally, they can comprehend the impact of traditional, digital, and social media on sales performance.

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