Ashish Joshi

Senior Director, Consumer Insights

The Story So Far, Narrated By…

A Familiar Story for Mature CPG Brands and Portfolios

Value Challenges are Significant, With a Growing Need to Support the Price Premium

Market Share Continues to be Stable Unless There are Significant Retailer Actions Changing Status Quo

Category and Brand are in Decline as Overall Household Penetration Trends Down Over the Years

Challenges to be Addressed Through Innovation and Consumer Engagement

, not just product innovation and

, is necessary to drive holistic consumer engagement. VALUE

EM

OTIO

NA

L

Traditional Analytics Were a Good Start, But Were Not Enough

Cross-Channel Optimization of Marketing Budgets and

In-Channel Execution Planning

More Insight Was Needed to Engage Effectively With Key

Consumer Segments Throughout the Consumer Journey

Key Business Questions We Addressed

How Do We Align Touch-Points With the Decision Stages They Work Better With?

How Do We Target Our High-Priority Consumer Segments Better?

Are There Stages in the Decision Journey Where We are Losing Consumers?

How is Our Marketing Mix Working With Our Key Consumer Segments?

Joy Joseph

Practice Leader, Marketing Productivity

A twist in this tale, narrated by…

A Three Stage Framework for Audience / Consumer Engagement

“Macro Strategy” How is Our Marketing Mix Working Overall? 1|

“Micro Strategy” How Do We Target Our High-Priority Consumer Segments Better?

2|

“Engagement” How Do We Influence Decision Stages Better? 3|

Integrated Analytical Model

Store Level POS Consumption

Panel Household Consumption

Survey Top 2 Box Response

Macro Micro Mindset & Perception

Integrated Data Framework Providing a Single-Source View Across the Entire Consumer Journey

Impact

Macro Marketing Plan Optimization

Campaign/ Creative

TV Genres

Display Sites

Social Mobile vs. Desktop

Branded Content

Micro Segment Optimization

Contribution Index Effectiveness Index Exposure Index

Marketing Mix Tactics

Seg A Seg B Seg C Seg A Seg B Seg C Seg A Seg B Seg C

Campaign 1

Campaign 2

Campaign 3

Campaign 4

Campaign 5

Index >80 and <120 Index >120 Index <80

Campaign 4 Works Better With Segments B and C for Above Average Contribution

Consumer Journey Engagement

Base

Trade

Marketing

Purchase Intent

Consideration

Inspire Loyalty

Conversion

Opportunities

• Retain Share of Consumers Between Consideration and Intent

• Improve Marketing Engagement on Post-Purchase Loyalty

Key Insights

For Mature Brands, it is all about Consumer Relevancy and Engagement; Growth Happens in Small Increments and in Pockets – Segment Micro-Marketing is Vital to Reinvigorate Growth

Micro-Marketing Requires Going Beyond Total Channel Lifts to Measuring Responsiveness by Granular Executional Mix, Cross-Channel Synergies and Campaign Themes

Opportunities Across the Consumer Journey Decision Stages Can Vary by Brand and Present an Opportunity to Align the Appropriate Media and Messaging for Continuous Engagement

Q U E S T I O N S ?