Beverage Company Improves Margins and Adjusts Prices While Increasing Market Share
公司规模
Large Corporate
地区
- America
国家
- United States
产品
- Antuit Pricing Model
- Antuit Linear Mix Model
- Antuit Choice Set Model
技术栈
- Data Mining
- Time Series Analysis
- Advanced Modeling IP
实施规模
- Enterprise-wide Deployment
影响指标
- Revenue Growth
- Customer Satisfaction
- Productivity Improvements
技术
- 分析与建模 - 预测分析
- 分析与建模 - 数据挖掘
- 分析与建模 - 实时分析
适用行业
- 食品与饮料
适用功能
- 销售与市场营销
- 商业运营
服务
- 数据科学服务
- 软件设计与工程服务
- 系统集成
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.
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.
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
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