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CASE STUDY
Marketing mix drive an incremental $4M in sales
Snapshot
SOLUTION AREA
Marketing
SOLUTION
Marketing Mix
INDUSTRIES
Health and Wellness
CLIENT
Manufacturer
The Challenge
A leading OTC client had an annual media budget of $300M across 16 brands. Each planning season, the client had to make spending decisions for the brands and overall portfolio.
The goal was to create win-win scenarios that balanced historical results with anticipation for the future.
The Campaign
Circana utilized its marketing mix capabilities to evaluate various scenarios.
The process began with the input of existing media plans, followed by an initial optimization. Subsequently, additional business constraints were applied to balance the different brands' business trends and expectations.
The Results
Circana’s marketing mix results helped the client achieve an incremental $4 million in media-driven sales from its initial budget of $300 million. Each brand was given a before-and-after view of its respective media plan highlighting the changes and the rationale behind the changes.
$4M
MEDIA DRIVEN SALES
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