Marketing Mix modelling
I optimized a retailer’s marketing spend using marketing mix modelling.
The presentation to the CEO immediately led to budget decisions.
These were monitored and finetuned quarterly during 1,5 years.
Store specific shelf plans
Using a statistical (cluster)analysis I divided all stores into groups with different selling patterns.
Each group got its own shelf plan.
After a test, sales increased drastically and the new shelf plans were implemented in all stores.
Usage / Purchase / Attitudes
For a manufacturer with a limited research budget, I developed a smart consumer and shopper research.
This study led to retailer specific strategies and tactics based on buying groups.
A year later, we repeated the study and added another category.
Category vision and plan based on research
For a manufacturer I conducted a smart consumer and shopper research in different countries in Europe and the USA.
Combined with desk research I created a concrete plan per country/channel/customer.
A.o. this led to various additional listings and a turnover increase.
For a manufacturer I conducted a price modelling study to determine which products are price elastic.
With these results, I predicted turnover changes for various scenarios.
This led to a better pricing strategy for both manufacturer and retailers.
New product research
For a manufacturer I tested various new product concepts with consumers.
With these results, I predicted rotation and turnover for different variants.This led an optimized introduction presentation and additional listings. The products have been on shelf > 4 years.