India's largest platform for AI & Analytics leaders, professionals & aspirants

Sign in

India's largest platform for AI & Analytics leaders, professionals & aspirants
Become a Thought Leader
Become a 3AI Member

Sign in

3AI Digital Library

< Go Back

Brand Launch Uptake Behaviour

September 10, 2020

A Large Lifesciences company

Problem Statement

  • Company wanted to classify and predict brands’ launch uptake.
  • Intend to understand launch dynamics through the study.

Analytics Led Approach

  • Historical product launch curves were clustered in launch uptake families in order to group products with similar uptake/sales growth.
  • Logistic regression algorithm was applied to predict uptake using product attributes, market dynamics, product differentiators and marketing mix.

Business Impact

  • Company was able to understand launch dynamics through the classification of various launch drugs’ launch uptake into ‘aggressive’, ‘steady’ and ‘slow’ segments.
  • Significant predictor attributes towards aggressive family membership were found.
  • Also identified key drivers of launch products’ sales uptake to help predict membership.

Critical Success Factors

  • Analysis performed across all three key dimensions – Product differentiators, Market dynamics and Marketing mix.

    3AI Trending Articles

  • Infosys shifting from IT services to hyper automation and analytics

    Infosys is preparing for the AI revolution, a shift from IT services to hyper automation and analytics IT major Infosys has been making progress in exponential technologies such as Artificial Intelligence (AI), a significant shift from the usual IT services. This has been further accelerated by the lockdown and subsequent need to adopt AI and cloud based […]

  • Revenue Growth Management in the New E-Commerce-led Phygital World

    Author: Imran Saeed, Vice President and Global Head CPG, Course5 Intelligence (LinkedIn – linkedin.com/in/imran-saeed-608a3b1) ‘Phygital’ is a portmanteau of ‘physical’ and ‘digital’ and symbolizes the seamless relationship between the two channels. It takes the best elements from both and merges them to create an entirely new customer retail experience. Though this does bring in a […]

  • AI to outmanoeuvre human drivers

    As driverless cars become a mainstream reality, AI is aiding it greatly to  remove all barriers to autonomous function and humanization of its operation. The biggest challenge self-driving cars will have to overcome on the road is being able to react to the randomness of traffic flow, other drivers, and the fact that no two […]

  • Blockchain and IoT gives end-to-end visibility to Stakeholders in a Supply Chain

    While IoT sensors help track the movement and quality of products, blockchain’s distributed ledger gives multiple entities joint control over shared information . Covid concentrated attention on supply chains like never before as the pandemic caused massive disruptions. Companies started looking deeper into the roots of their supplies, going further back than their immediate vendors. […]