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CASE STUDY
Tech Hardware Company Leverages Circana’s Marketing Mix Study to Create Tactics for Both Premium and Non-Premium Categories
Snapshot
SOLUTION AREA
Marketing
SOLUTION
Marketing Mix
INDUSTRIES
Consumer Technology
CLIENT
Manufacturer
Challenge: Measuring Individual Media Strategies, In-Store Marketing, & Price Promotions Impact on Sales
A global technology hardware leader needed to understand how media, in-store marketing, and price promotions influenced sales of premium and non-premium product categories. Advertising budgets had decreased by 24% year over year, and the company faced intense competitive pressure while shifting focus to higher-margin premium products.
Insight: Marketing Mix Modeling Identifies Halo Effect from Premium-Focused Campaigns on Non-Premium Products
We conducted a marketing mix study to evaluate the responsiveness of premium and non-premium categories. Premium-focused campaigns proved highly effective for driving premium sales, while also delivering a positive halo effect on non-premium products. The analysis showed how promotional strategies and pricing created uneven lifts across categories. These insights clarified which tactics fueled premium growth without sacrificing non-premium performance.
Results: Insights Led to a 10% increase in Premium Unit Sales & 5.1% Increase in Non-Premium Unit Sales
The study revealed that media investments drove 10% of premium unit sales and 5.1% of non-premium unit sales. With this knowledge, the company prioritized premium campaigns and optimized spending to maximize both margin and volume. Despite a reduced budget, the brand strengthened its competitive position and delivered growth across its full product portfolio.
+10%
of Premium Unit Sales
+5.1%
Non-premium Unit Sales
