Marketing Spend Analysis Helps a Consumer Products Company to Eliminate Wasteful Marketing Programs

Sep 15, 2017

Over the past quarter century, the growth of the consumer products industry has been nothing short of exhilarating. These companies have launched innovative products to meet an ever-growing range of consumer needs and wants. They have expanded swiftly into new potential markets across the globe by building strategies across the value chain.

However, the ever-changing consumer behaviour have forced many companies in this market space to shift their priorities concerning product distribution and assortment. In addition, many consumer products firms are missing out on huge opportunities to connect with customers and understand their needs. As a result, such companies have started adopting marketing spend analysis to overcome such challenges, eliminate wasteful marketing programs and reduce maverick spends across the supply chain.

With the help of Quantzig’s marketing spend analysis, consumer products firms can gain better visibility on the spend-related data. Moreover, they can reduce wasteful marketing programs including pricing, volume discounts, and rebates while making informed, agile, and confident buying decisions.

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The Business Challenge

A global consumer products conglomerate with multiple global business units (GBUs) wanted to optimize its marketing spend and eliminate wasteful marketing activities across the supply chain. The client also wanted insights on creative ways to remain active, efficient, and agile in the market space while aligning with best-in-class marketing programs and partners.

Marketing Spend Analysis Solution Benefits

Having easy access to all the data, the client was able to enter emerging and developed markets and captured larger shares. Also, the engagement helped the client efficiently sourced brand equity and manage global supply-chain risks associated to counterfeiting. Furthermore, the client was able to balance consumer products taxation through cost efficiency.

Marketing Spend Analysis Solution Predictive Insights:

  • Quantify returns on social and mobile initiatives
  • Track brand effectiveness and drive sales
  • Optimize budget allocation accordingly with the help of channel impact

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