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A leading consumer packaged goods company was looking at positioning its products with the right messaging and increasing market share
WNS leveraged its unique and proprietary framework to get insights on consumption patterns
The analytics solution helped the company achieve higher product consumption, increase market penetration and enhance sales
This is our story of co-creating a solution with a leading Consumer Packaged Goods (CPG) company
As we know…
Data on consumer preferences, if analyzed
accurately, can reveal brilliant insights into the
psyche of customers. This can help companies
sharpen their growth strategies. It’s the reason
advanced data analytics has become a crucial
part of companies’ success toolkits.
The challenge for the CPG company was…
It required an advanced analytics framework
and solution to get insights on the
consumption patterns for specific products.
By leveraging these insights, the company was
looking at crafting the right messages to
position the products. The goal was to
eventually increase market share. The company
partnered with WNS to get better insights on
customers’ consumption patterns.
Here’s what we co-created as a solution…
WNS leveraged its unique and proprietary
consumption patterns’ insights framework
to design and implement a new method of
consumer data analytics based on the
principles of data science. Using the
analytics-led framework, data from an
attitudinal study and information procured
from customers were analyzed.
The framework combined with statistical
exploration helped get specific insights
on consumer behavior.
The solution entailed:
Multivariate correspondence analysis
Business analysis and insight generation
This approach enabled WNS to get granular
insights on the consumption patterns for
a specific product. The learning from this
was applied across different products.
The outcomes from the process of co-creation are...
The CPG company was able to better align
its products with real-life activities of its
customers, leading to higher product
consumption, increased market penetration
and enhanced sales.
The consumption patterns’ insights framework
enabled the client to:
Design and roll out relevant communication
plans that struck a chord with customers’
Plan product launches
Take astute decisions related to product
positioning and bundling
Ultimately, this exercise brought the company
much closer to its consumers and helped
increase market share. After seeing several
tangible benefits in one specific region, the
client is now planning to apply this analytics
framework across all units in different markets.