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Comprehensive solution for simulating various budget scenarios to arrive at optimal promotion spend

3AI September 10, 2020

Top Japan based Lifesciences company

Problem Statement

  • Company interested in simulating various budget scenarios (What-if Analysis) to arrive at optimal promotion spend.
  • Company wanted to understand the impact of changes in promotional spend and price & margin revisions on revenue.

Analytics Led Approach

  • The solution provided an intuitive and user-friendly simulator tool which is apt for senior leadership to simulate ad hoc budget scenarios.
  • Trade-off simulator provided flexibility in Brand Resource Planning – Trade-offs can be performed at individual brand or portfolio level.
  • Provided flexibility in budget constraints – Minimum/Maximum allocation on selected channels for both “Aggregate Spend” and “Incremental / Decremental Spend” option

Business Impact

  • Aggregate Spend scenario helps clompany get started with fresh budget and business constraints.
  • Incremental/Decremental spend scenarios are very practical and high usage scenarios.
  • Results are reported with rich visuals & detailed outcomes

Critical Success Factors

  • Intuitive, simple and user-friendly console
  • Well defined methodology and robust solution architecture

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