Consumer Packaged Goods
Background
A leading 25-year-old CPG brand wanted a better understanding of the markets they currently serve, their market potential and coverage, and the effectiveness of their distribution channels. The decisions for market expansion, manpower hiring, product enhancements, brand visibility, marketing campaigns etc., were based on either normal market feedback, executive’s perceptions, or from various consulting firms. The board decided they wanted to change their decision-making processes to a more accurate, data-driven approach with the goal of growing their global presence and market share.
Challenges
The brand’s legacy systems had little to no data and new systems that had been implemented had limited data collections. The historical data was inaccurate and required further validation. The brand also hired new employees in several departments which led to delays in validating their data. Additionally, their location data was not available and required reverse geocoding of over 27,000 locations. Distribution detailing required additional datasets which had to be collected manually. Finally, the pandemic had also created multiple challenges further affecting the brand’s operations.
How Are We Making An Impact
Deepspatial’s platform was able provide the brand with a detailed geodemographic profile of their potential customer base and visually interact with their existing market coverage. Using the platform, the brand identified coverage gaps at a granular level which helped understand multiple high-potential zones to increase market coverage. Deepspatial’s platform helped the brand analyze their entire distribution network with wholesalers, retailers, and e-commerce channels. The platform provided the brand with a visual of their current active markets, their potential growth areas, their optimal distributor coverage models, and product mix recommendations for high-potential markets. Finally, the brand was empowered to re-strategize their marketing campaigns with the help of the platform’s geodemographic and factor analysis features.
Visible Outcomes
The brand’s revenue increased substantially month over month with the help of AI-driven insights provided by Deepspatial’s platform. Micro level market analysis helped the brand improve their coverage and accessibility of products in high-performing locations. Using the platform and the insights it gave, the brand was able to create highly-specific and targeted marketing campaigns and strategic business outreach. Additionally, the brand was able to optimize their client distribution network, enhance their current markets, expand to new high-potential markets, and optimize logistic and operation processes.