A leading Greek FMCG company wanted to determine the optimal allocation of its marketing budget across a vast portfolio of brands.
The optimisation effort needed to take place without undertaking large research projects or market testing.
Our associate lead a team which used a combination of business analysis and mathematical modeling to:
- establish the "base line" for each brand. This represented the mid-term minimum sales which would be achieved for the brand, without any marketing support.
- determine in relative terms, which media initiatives (notably TV) had the largest impact on this base line.
With 90%+ accurate estimates of the sales impact of various media/message combinations, the company was able to determine the best course of action for each brand and allocate budgets accordingly.
Image credits: Noel Hendrickson