Optimizing Trade Promotion for a Global Beverage Leader

Problem Statement

As the world’s second-largest wine & spirits company, managing a portfolio of over 200 SKUs across 50+ global markets, the company faced the challenge of maximizing return on investment (ROI) from their substantial advertising and promotion spend. With varying geographies, a diverse SKU mix, and the complexity of pushing products across multiple channels, a data-driven strategy was essential to streamline efforts and boost promotional effectiveness.

Solution Implemented

We implemented a Market Mix Modeling (MMM) approach using advanced data science techniques:

• Data Collection and Preprocessing
• Optimization and Scenario Planning
• Model Development
• Continuous Monitoring and Model Refinement