下载PDF
Beverage Company Improves Margins and Adjusts Prices While Increasing Market Share
技术
- 分析与建模 - 数据挖掘
- 分析与建模 - 预测分析
- 分析与建模 - 实时分析
适用行业
- 食品与饮料
适用功能
- 商业运营
- 销售与市场营销
服务
- 数据科学服务
- 软件设计与工程服务
- 系统集成
挑战
The beverage company’s challenge in one of its key business units was how to improve margins through price adjustments without sacrificing market share. What made this so challenging is the alcoholic beverage sales rules in a particular geography that prohibits special promotions. The promotional techniques that could have accomplished the objective in other geographies served by the beverage company were off the table. The business unit realized it needed to better understand all pricing mechanisms and sales levers to determine the best strategy. The company approached Antuit to analyze sales data and build an advanced and competitive pricing model that could maximize margin, revenue, sales, and market share. This model would give the opportunity to adjust the optimization strategy by brand and channel where appropriate when considering a mix of pricing changes to accomplish the goal.
关于客户
The customer is a major beverage company operating in a highly competitive market. The company has a diverse portfolio of alcoholic beverage brands and faces unique challenges due to regional sales regulations that prohibit special promotions. The company sought to improve its margins and optimize prices to enhance market share. To achieve this, they needed a deep competitive analysis and a thorough understanding of various sales levers. The company turned to Antuit for assistance in developing a strategy that would allow them to improve sales and margins while growing market share in a competitive category.
解决方案
Antuit started by identifying the primary competition for the beverage company’s core brands through a ‘choice set’ model. This model identifies which brands, based on a number of factors, are genuine competitors and will be most influenced by price changes. This model also identified those which aren’t. Antuit then used a linear mix model to understand price sensitivity within the beverage company’s brands as well as their competitors to recommend the optimal price for each strategy for maximizing revenue, volume and margin while protecting or growing market share. Data mining of sales and using a time series approach identified lifecycle trends that exposed a huge drop in sales for a short period for key brands. This drop was the result of one factory that went offline, and without product distributed in the various supermarket chains, the affected brand lost significant market share. What had been a promising sales and market share projection for this brand went sour, as it lost share to a lower-price competitor. Using its advanced modeling IP, Antuit showed the beverage company how it could offset market share losses by adjusting prices for the low price brand to match the movement of this competitor to regain market share. This model also provided visibility for the beverage company into consumer shopping preferences for the assortment – price, pack size, private label/national brand, alcohol free, etc. – to provide insights into the influence of pricing decisions that impact their own brands vs. primary competition.
运营影响
数量效益
相关案例.
Case Study
The Kellogg Company
Kellogg keeps a close eye on its trade spend, analyzing large volumes of data and running complex simulations to predict which promotional activities will be the most effective. Kellogg needed to decrease the trade spend but its traditional relational database on premises could not keep up with the pace of demand.
Case Study
HEINEKEN Uses the Cloud to Reach 10.5 Million Consumers
For 2012 campaign, the Bond promotion, it planned to launch the campaign at the same time everywhere on the planet. That created unprecedented challenges for HEINEKEN—nowhere more so than in its technology operation. The primary digital content for the campaign was a 100-megabyte movie that had to play flawlessly for millions of viewers worldwide. After all, Bond never fails. No one was going to tolerate a technology failure that might bruise his brand.Previously, HEINEKEN had supported digital media at its outsourced datacenter. But that datacenter lacked the computing resources HEINEKEN needed, and building them—especially to support peak traffic that would total millions of simultaneous hits—would have been both time-consuming and expensive. Nor would it have provided the geographic reach that HEINEKEN needed to minimize latency worldwide.
Case Study
Energy Management System at Sugar Industry
The company wanted to use the information from the system to claim under the renewable energy certificate scheme. The benefit to the company under the renewable energy certificates is Rs 75 million a year. To enable the above, an end-to-end solution for load monitoring, consumption monitoring, online data monitoring, automatic meter data acquisition which can be exported to SAP and other applications is required.
Case Study
Coca Cola Swaziland Conco Case Study
Coco Cola Swaziland, South Africa would like to find a solution that would enable the following results: - Reduce energy consumption by 20% in one year. - Formulate a series of strategic initiatives that would enlist the commitment of corporate management and create employee awareness while helping meet departmental targets and investing in tools that assist with energy management. - Formulate a series of tactical initiatives that would optimize energy usage on the shop floor. These would include charging forklifts and running cold rooms only during off-peak periods, running the dust extractors only during working hours and basing lights and air-conditioning on someone’s presence. - Increase visibility into the factory and other processes. - Enable limited, non-intrusive control functions for certain processes.
Case Study
Temperature Monitoring for Restaurant Food Storage
When it came to implementing a solution, Mr. Nesbitt had an idea of what functionality that he wanted. Although not mandated by Health Canada, Mr. Nesbitt wanted to ensure quality control issues met the highest possible standards as part of his commitment to top-of-class food services. This wish list included an easy-to use temperature-monitoring system that could provide a visible display of the temperatures of all of his refrigerators and freezers, including historical information so that he could review the performance of his equipment. It also had to provide alert notification (but email alerts and SMS text message alerts) to alert key staff in the event that a cooling system was exceeding pre-set warning limits.
Case Study
Coca-Cola Refreshments, U.S.
Coca-Cola Refreshments owns and manages Coca-Cola branded refrigerators in retail establishments. Legacy systems were used to locate equipment information by logging onto multiple servers which took up to 8 hours to update information on 30-40 units. The company had no overall visibility into equipment status or maintenance history.
