Amid a challenging retail environment, where there is ongoing pressure on brands to run more promotions and lower prices, delivering a pricing and promotional strategy that is aligned with the brand values and delivers profitable growth is increasingly challenging.
At Data2Decisions we use a detailed SKU level Market Mix Modelling approach to determine the response of portfolios to changes in price and promotions. Combining this with our consulting expertise, we identify real growth opportunities to optimise the trade spend. With trade spends often the largest investment for FMCGs, even small changes in effectiveness can deliver gains larger than changing any other element of the marketing mix.
We have worked with FMCG companies of all sizes across the world, to determine the impact price and promotions has on their brands, from a micro SKU level to a macro portfolio level to identify how changes in their strategy can deliver both short and long term profitable growth.