Sales - Marketing White Papers
Volume Decomposition Helped a Leading CPG Brand Identify Inefficiencies in Marketing Spend and Ways to Revive the Declining Sales
Overview A leading CPG brand was experiencing a decline in both its volume and its market share, though the category was on a smooth rise year on year. It became imperative to judiciously allocate the marketing spend on specific support activities to get maximum out of it in order to revive the brand and regain the lost market share. The marketing mix models decomposed the sales volume into buckets, each resulting from specific support activities, and measured ROI from each.
| Publisher | Fractal Analytics | File Format | |
|---|---|---|---|
| Date Published | April 2007 | ||
| Format | Case Studies | ||
| Topics | |||
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