CASE STUDY

Food Manufacturer Successfully Launches New Product Through Effective Customer Segmentation Analytics

Sep 22, 2016

Business Challenge

Assessment of right locations for launching a w product.

A leading food manufacturer was planning to launch a new product and wanted to identify the most attractive locations with maximum sales potential.

Situation

Lack of location-based insights

The client relied heavily on a blanket approach, which followed the new products in all the store locations as per the availability of space in the stores and demand from the retailer. This approach was not very effective and the result was lower than the cited rate of sales per store. To tackle this, the client was in a need of a more scientific method that could help them improve the efficiency of each store.

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Solution/Approach

 Customer segmentation based product launch strategy

We implemented a customer segmentation based product launch strategy which included analysis of customer data to obtain customer profile, assess customer composition at a store level, and identify the store locations with maximum potential. This information was used to determine the list of stores for product launch and devise store level strategies.

Impact

 Successful product launch with improved sales per store

The client was able to achieve a successful product launch by mapping the stores with maximum demand. Though the product launch was done across select stores, the client was able to achieve expected sales volumes, improved efficiency per store, and better inventory turnover.

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