Institutionalizing a trade spend optimization process within the modern retail channel for a global CPG company
01. Business Challenge
In the current market uncertainties, one of major challenges, which companies are facing, is to estimate the sales for next 12 months and to foresee the shape of recovery/stabilization a particular product would have in any market. Another challenge was to understand the emerging market share opportunities driven by the post-covid consumer behavior.
The COVID Business Recovery Simulator is a tool which provides the sales estimates for short to medium term at different granularities (Channel*Category) by leveraging:
Leveraging the insights from the COE, the client has institutionalized a robust promotion planning process which enables all the key decision makers within the system to invest behind the most optimal plans for growing the modern retail channel.
The COVID Business Recovery Simulator tool, is helping multiple global market leaders in Food and Beverages domain across more than 40 markets to simulate and plan their recovery scenarios at a granular channel and portfolio level. Companies are gaining the market share through the intervention that were planned using the tool.
Scientific Modelling Approach