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Baseline sales Magazine incr. sales TV incr. sales Daily incr. sales
Magazine spend TV spend Dailies spend
1.58%
-0.30%
-2.47%
-1.88%
2.78%
-6.23%
-6.51%
-8.00% -6.00% -4.00% -2.00% 0.00% 2.00% 4.00%
Incremental
Drivers
-1.18%
Base
Drivers
-5.33%
Cannibalization by new product
There is one point increase in
Wtd. distribution
Marginal increase in avg. price
36% Decrease in spends
24% Decrease in spends
42% Increase in spends
Total volume change
Wtd. distribution
Magazine
Brand Y product launch
Base price
Daily
TV
Brand X source of sales decline 2011 vs. 2010
Brand Y launch has cannibalized Brand X volumes
The decline could have been restricted if the magazine spends was not reduced
Market Mix Modeling
Marketelligent provides data analytics based
consulting and outsourcing services that help you
make smarter business decisions. The firm is backed
by senior professionals with experience across
Consumer focused industries - Retail Banking,
Consumer Packaged Goods, Retail, Telecom and
Media. We offer an affordable global delivery model
leveraging the best of domain expertise and analytic
capabilities.
Reporting and Dashboard Custom Analysis Modeling
Sales and Market Share tracking
KPI reporting
Category / Channel Trends
Web based dashboards
Market Structure Analysis
Meta analysis / Data Integration
Global opportunity mapping
Marketing Mix Optimization
Trade Spend Optimization
Structural Equation Modeling
Pricing analytics
Sales forecasting
Offerings in CPG Analytics :
MANAGEMENT TEAM
GLOBAL EXPERIENCE.
PROVEN RESULTS.
Roy K. Cherian
CEO
Roy has over 20 years of rich experience in marketing, advertising and media
in organizations like Nestle India, United Breweries, FCB and Feedback
Ventures. He holds an MBA from IIM Ahmedabad.
Anunay Gupta, PhD
COO &Head of Analytics
Anunay has over 15 years of experience, with a significant portion focused
on Analytics in Consumer Finance. In his last assignment at Citigroup, he was
responsible for all Decision Management functions for the US Cards
portfolio of Citigroup, covering approx $150B in assets. Anunay holds an
MBA in Finance from NYU Stern School of Business.
Greg Ferdinand
EVP, Business Development
Greg has over 20 years of experience in global marketing, strategic planning,
business development and analytics at Dell, Capital One and AT&T. He has
successfully developed and embedded analytic-driven programs into a
variety of go-to-market, customer and operational functions. Greg holds an
MBA from NYU Stern School of Business
Kakul Paul
Business Head, CPG
Kakul has over 8 years of experience within the CPG industry. She was
previously part of the Analytics practice as WNS, leading analytic initiatives
for top Fortune 50 clients globally. She has extensive experience in what
drives Consumer purchase behavior, market mix modeling, pricing &
promotion analytics, etc. Kakul has an MBA from IIM Ahmedabad.
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