What You Can Expect From The Marketing Mix Analytics Case Study
- Industry Overview
- About the Client
- Business Challenge
- Solution and Business Impact
- Marketing Mix Analytics Predictive Insights
Highlights of the Beverage Marketing Mix Analytics Case Study
|A soft drink manufacturer with operations across the globe
|Low MROI and high marketing spends
|Increase in MROI
|11% increase in MRoI
|Reduction in marketing spending
|16% reduction in marketing spends
|Increase in customer engagement
|11% increase in customer engagement
Gain accurate insights on the performance of your marketing channels and campaigns, find the optimum marketing mix, drive conversions, and maximize MROI.
Beverage Industry Overview
The global soft drink beverage industry comprises of firms manufacturing sparkling drinks, bottled water, juices, concentrates, smoothies, functional drinks, and ready-to-drink coffee and tea. A soft drink typically does not contain alcohol but can have up to 0.5% alcohol content. Consumer preferences, growing population, and health awareness are the major growth drivers for the industry. Within the global beverage industry, beer is expected to remain the largest segment by value. However, the increase in the consumption of non-alcoholic beverages by consumers, the population base of the young generation, and increasing per capita income are the major driving forces that spur growth for this segment.
However, our analysis of the global beverage industry shows that the soft drink beverage firms are facing challenges in terms of:
- Health-oriented customers: Today, consumers are usually concerned about their health and consider consuming a beverage that consists of organic compounds. A soft drink is not considered to be appropriately processed, as a result, companies are finding their way out of this roadblock by developing healthy drinks.
- Slow product innovation cycles: Bringing to market new products that align with emerging consumer trends in a timely manner is difficult for many soft drink beverage companies as the process of creating new, relevant products and moving them through R&D, testing, and marketing to retail takes time
Several such factors are compelling soft drink beverage industry players to leverage the use of robust marketing mix optimization solutions. Marketing mix optimization solutions help food and beverage industry firms to determine the value of marketing activities and interactions while identifying the revenue and cost opportunities for the same. These solutions also offer insights into the challenges of optimizing the marketing mix, the benefits of leveraging digital channels in the marketing mix, and the future of marketing strategy development in organizations.
About the Client
The client is a leading manufacturer of soft drink beverages with retail outlets spread across the globe. Headquartered in the US, the client is looking to expand its operations across Europe and acquire new customers to increase their global market share.
After attending one of our webinars on marketing mix optimization, the client decided to connect with us in order to understand the benefits of marketing mix optimization for their organization.
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Marketing Mix Optimization Challenge
The client wanted to align themselves with the strategic business planning process better and increase profit and shareholder value. Additionally, the client was facing challenges allocating the future spend for enhancing market attractiveness. As a result, they wanted to optimize their spending on marketing. Furthermore, the client wanted to measure the impact of their advertising on the overall sales revenue.
After attending one of our webinars, the client connected with one of our experts to understand the full scope of a superior marketing mix model.
The Marketing Mix Analytics Solution and its Business Impact
Quantzig’s marketing mix optimization solution helped the soft drink beverage client accurately track their media spend and sales and improve their overall business performance. Additionally, the client was able to allocate their marketing budget effectively and spend across media platforms to increase customer visibility. This further helped them increase brand appeal and enhance their ROI.
The business impact of the marketing mix analytics solution:
- 11% increase in MROI
- 16% reduction in marketing spending
- 11% increase in customer engagement
Beverage Marketing Strategies – Predictive Insights
With the help of Quantzig’s marketing mix optimization solutions, beverage companies can develop marketing strategies that will help increase incremental sales, driving profitability, and improve conversions by identifying media channels that are effective and profitable in reaching customers.