Day: March 8, 2024

Hey everyone! I'm Madhu Vanthi, and I recently took a leap to bridge my career gap and upskill in data analysis with Analytics Avenue for Research and Development . As someone new to the field, I was initially apprehensive, but AARD made the journey incredibly smooth and rewarding. The mentors at AARD are experienced data scientists who not only share their knowledge but also patiently address any doubts or challenges. The program fostered a positive and collaborative learning environment, allowing me to connect with like-minded individuals. Cracking the Festive Code: Decoding Brand’s Winning Promotions in FMCG Diwali and Sankranti, two of India’s biggest festivals, saw a promotional blitz across 50 stores. But were they all winners? Dive into our insights to discover which offers hit the jackpot and which ones fizzled! The Challenge: Unmasking the true impact of festive promotions on different product categories, cities, and metrics like gross revenue, sales, incremental revenue, and sold units. The Results: While the festive spirit translated to an overall rise in gross revenue, a deeper analysis revealed some interesting trends: Marketing & Promotion: Hit or Miss? Our analysis reveals the truth Campaign success: Our targeted Diwali campaign and promotions proved highly successful in southern cities, leveraging the immense cultural significance of Diwali as "the great Indian festival" compared to Sankranti. The festive spirit resonated strongly in southern India during Diwali, contributing to the undeniable success of our targeted campaign and promotions in those regions. City Distribution vs. Revenue Performance Breakdown: While Bengaluru boasts the highest concentration of stores, individual stores in Mysuru (ID 1) and Chennai (ID 4) emerged as revenue leaders across all locations. An analysis of city-level performance revealed Bengaluru with the most stores, but individual standouts like Mysuru's store ID 1 and Chennai's store ID 4 led the pack in terms of revenue generation. Cashback and BOGOF (Buy One Get One Free) offers: These were the clear favorites, especially in Bengaluru, followed by Chennai and other cities. Consumers love deals that directly reduce their spending! City-specific preferences: Bengaluru residents responded more strongly to Cashback and BOGOFs, while other cities saw a mix of preferences. Understanding local buying patterns is key for targeted promotions. Beyond the obvious: While Bengaluru residents favored Cashback and BOGOF offers, other cities displayed diverse preferences. Despite higher overall sales in Bengaluru, Madurai surprisingly achieved peak incremental revenue with fewer stores, highlighting the importance of understanding local buying patterns for targeted promotions. Category and Product specific preferences: Home appliances products generated the highest incremental revenue and Incremental sold units boost over 200% and 600% respectively, followed by Combo 1, highlighting the effectiveness of targeted promotions in driving sales growth during both festive seasons. The analysis of pre- and post-promotion revenue revealed a significant uptick in the home appliance, followed by Combo 1, demonstrating the impact of strategic promotional strategies. The Takeaways: • Festive marketing often drives sales, but it's not a one-size-fits-all solution. The personal care category's below-average performance highlights the importance of targeted promotions. • Data-driven insights reveal hidden trends and preferences, allowing for smarter marketing decisions. • Don’t be afraid to experiment: While some offers may be universally popular, others might shine in specific regions or demographics.

Analytics Avenue For Research and Development

Day: March 8, 2024

Cracking the Festive Code: Decoding Brand’s Winning Promotions in FMCG

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