Situation
Leading Greek FMCG company, with a vast assortment of brands, needed a solid set of criteria for finding the best way to distribute the marketing budget among the portfolio.
Challenge
The client wanted to find a way of maximizing effectiveness of advertising funds, preferably without undertaking large research projects.
Solution
Using business analytics/mathematical analysis we: first established the base line for each brand. This was the mid-term minimum sales line, which would be achieved for the brand, without any marketing support. Then we performed a factor analysis, which allowed us to determine in relative terms, which one of the existing TV-commercials generated the longest
effect.
Thanks to this base line analysis we could generate precise figures which enabled the company to design the marketing policy for each brand to succeed. For example, the company saw that for the one of their two main product lines, a more continuous advertising presence was crucial, while for the other it was possible to remain absent from the media scene for a longer period.
