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A leading FMCG player used Deloitte’s Precision Growth Engine to optimise premium product placement

About

Precision Growth Engine is a proprietary tool developed in-house by Deloitte, designed to deliver actionable insights to clients by integrating multi-dimensional data from both external sources and internal client databases. Through custom indices, we assist clients in identifying opportunities and addressing key strategic questions such as 'where to play' and 'how to win’.

Problem

A leading FMCG player needed help in identifying key micro-markets for right product placements of their premium product to increase market penetration.

Solution

  • Precision Growth Engine helped the leading FMCG player by identifying target locations and prioritising retailers for premium product placement by:
  • Rank ordering geohashes based on prosperity index and premium-ness index.
  • Integrating the client's retailer data with the rank-ordered geohashes to formulate an effective product placement sales strategy.

Impact

For the leading FMCG player, the following impact was observed:

  • Generated insight/the potential for the market with 90 percent accuracy
    The leading FMCG player’s sales team on the ground validated the location recommendations using their market experience and prioritised these locations as part of the product sales strategy.
  • The rank-ordered list of locations was utilised as a key input for selecting target locations for the digital campaigns.
  • Location potential was factored into the development of ATL and BTL budgets to enhance campaign effectiveness and maximise ROI.

Get in touch

Anne Greenwald

Microsoft Technology Services Market Offering Lead
+44 (0)20 7007 1347

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