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Constellation Brands Takes a Spirited Approach to Category Management
Technology Category
- Analytics & Modeling - Predictive Analytics
- Functional Applications - Inventory Management Systems
Applicable Industries
- Food & Beverage
Applicable Functions
- Business Operation
- Sales & Marketing
Use Cases
- Demand Planning & Forecasting
- Inventory Management
Services
- Data Science Services
- System Integration
The Challenge
Constellation Brands, a leading producer, marketer, and manufacturer of beer, wine, and spirits, faced a challenge in maximizing its category item impact on shelf due to the expansion of brands and SKUs offered in stores. The company was relying on historical data in a fast-paced market, which was not sufficient to keep up with the rapidly changing demand. The company needed a solution that could incorporate forward-looking data and predictive analytics into its space plans to support growth and maximize the value of assortment over the longer term.
About The Customer
Constellation Brands is a leading producer, marketer, and manufacturer of beer, wine, and spirits with annual revenues of $8 billion. The company's portfolio includes over 100 brands such as Corona Extra, Robert Mondavi, and Svedka. Constellation Brands has built its business around a customer-focused approach, aiming to understand the needs of the consumer from the retailer customer's perspective. The company's goal is to focus on customer solutions that truly add value, rather than a myopic focus on the category.
The Solution
Constellation Brands partnered with Blue Yonder to leverage their category management solutions. These solutions enabled Constellation Brands to move from a historical perspective to a forward-looking view, using predictive analytics and modeling to forecast future demand movements and anticipate new consumer needs. The solutions also helped the company rationalize its large and diverse product lines, determining which items added the most value and increasing shelf productivity. Furthermore, Blue Yonder's space and floor planning solutions helped Constellation Brands get the right product on the right shelf, at the right store, to meet the evolving needs of consumers.
Operational Impact
Quantitative Benefit
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