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A leading consumer packaged goods company was looking to improve sales and tackle negative perceptions in two product portfolios
WNS deployed advanced analytics to study the client’s diverse brands and markets
The insights enabled the company to strengthen existing portfolios, build market readiness for future growth and gain wider market share
This is our story of co-creating a solution with a leading Consumer Packaged Goods (CPG) company
As we know…
It’s critical for companies to curb negative
perceptions by targeting the right audience
through effective marketing interventions.
Analytics can help companies achieve this,
and in the long run, help them in gaining
market share as well.
The challenge for the CPG company was…
To improve the sales of one of its product
portfolios, and effectively tackle rising negative
customer perceptions of another portfolio. To
achieve this, it was imperative for the company
to identify and reach the target audience
through the most effective marketing
interventions. WNS recommended a holistic
approach to achieve these objectives. This
included assessing the brand readiness and
commercial readiness of the company’s 20+
portfolios in specific markets.
Here’s what we co-created as a solution…
WNS studied the client’s diverse brands and
markets with three key criteria in mind.
Advanced analytics was deployed to determine
the effectiveness of the client’s brands vis-à-vis
the competition. The most important and
impactful value drivers for these brands were
identified, and deeper insights were provided to
build impactful marketing strategies for each portfolio. This enabled the client to ensure the
market readiness of its brands, strengthen its
competitive edge, and over a period of time,
gain a wider market share.
Key steps in the WNS approach included:
Classification of the market landscape: The global market for the product portfolios
were studied based on key criteria (such as
category development and market share).
In-depth segmentation of the priority
markets for specific brands was then carried
out to classify the CPG company’s 20+ unique
Identification of brand value drivers: A wide
range of commercial and consumer metrics
were subsequently classified into three key
criteria. By leveraging analytics to study these
metrics, the client identified the primary and
secondary brand value drivers
Prioritization of growth strategies: Each
product of the company was assessed
against the competition based on the
primary and secondary value drivers. This
offered insights into the relative strengths
and weaknesses of the company’s brands.
The cumulative process allowed the client to
assess marketing gaps and prioritize growth
strategies to fill them
The outcomes from the
process of co-creation are...
The CPG company was able to understand
when and where to provide marketing
interventions to boost the key brand levers in
the minds of its consumers.
The insights gained were translated into a
rulebook which the client continues to leverage
to highlight aspects of its consumers that
require marketing interventions. Further, by
customizing the marketing efforts for specific
regions, the company accelerated the growth
for specific product portfolios.
The solution offered added benefits such as:
Granular-level insights to understand the
levers related to key strengths and market
Develop marketing strategies to strengthen
existing portfolios from best practices
Build market readiness for future growth
Capitalize on multi-region and multi-category
offerings for every market based on value
drivers revolving around brand affinity and