Promotions are an important part of consumer goods marketing. The client - a consumer goods major needed to identify the most effective consumer promotions both value promotions (price discounts offered), and volume promotions (free gifts) from the many it had deployed, so that a result bound promotion strategy could be drafted.
RainMan used all the client's consumer promotion variables on sales and market share to create a customized marketing mix model. Then, the contribution of promotions was measured by the kind and depth of discount offered, publicity the promotion received and its duration.
By understanding the drivers of success for consumer promotions, the client was able to create a more effective promotion strategy. The result was that it streamlined its promotional strategy, actually saving on promotional spends while delivering higher sales.
An Alco-Bev major wanted to understand the sizes of each of the categories of alcohol such as Whisky, Vodka and so on into the future for a plan strategy for a 5 year period.
The advantage of this methodology is that ROI of key digital channels can be compared and spends optimized in line with these insights, significantly improving overall efficiency.
The problem this CPG brand was faced with was a typical problem- Brand had presence across multiple connect points, paid media, owned media ( website, Facebook page etc) and earned media ( Twitter and other social mentions) but not knowing clearly what works across market clusters, and the interrelations between these connect points.