8

Click here to load reader

SPREADING BIG IDEAS - Wipro · WIPRO CONSUMER GOODS DO BUSINESS BETTER SPREADING BIG IDEAS Marketing Mix Optimization

Embed Size (px)

Citation preview

Page 1: SPREADING BIG IDEAS - Wipro · WIPRO CONSUMER GOODS DO BUSINESS BETTER  SPREADING BIG IDEAS Marketing Mix Optimization

DO BUSINESS BETTERWIPRO CONSUMER GOODS

WWW.WIPRO . COM

SPREADING BIG IDEASMarketing Mix Optimization

Page 2: SPREADING BIG IDEAS - Wipro · WIPRO CONSUMER GOODS DO BUSINESS BETTER  SPREADING BIG IDEAS Marketing Mix Optimization

THE DAWN OF RESPONSIBLE MARKETINGMarketing, along with advertising has

eluded accountability for some time now.

The famous quote from Mad Men, an ABC

show about advertising shows the

protagonist say that “It’s not science, it’s

trial and error”. It’s not that people did not

want to know but they just didn’t have the

facility to do so. Even famous concepts such

as DAGMAR, Desired Advertising Goals

for Measured Advertising Results, have had

approximations not accuracies.

Technology is now helping marketers and

ad agencies measure their impact with

frightening accuracy. Think of it as a Google

Adsense on steroids. Spanning over multiple

channels and in essense helping marketers

perfect the marketing mix. Technology is not

only pushing the art of selling forward but

rede�ning what selling is altogether. Times

have since changed.

Page 3: SPREADING BIG IDEAS - Wipro · WIPRO CONSUMER GOODS DO BUSINESS BETTER  SPREADING BIG IDEAS Marketing Mix Optimization

THE DEMAND FOR MORE ACCOUNTABLE MARKETING

GOING BEYOND TRADITIONAL MMO APPROACHES

The Consumer Goods (CG) industry is witnessing a rise

in the number of platforms available for consumer

communication and engagement. The growing signi�cance

of social media channels has resulted in marketers facing

the challenge of allocating the right amount of resources

to traditional and social media. A recent Nielsen report

suggested that advertising spend is also rising. 2012 saw a

6% increase in ad spends. As a consequence business

heads are demanding more quanti�able, effective and

accountable marketing. The trend is being fueled by

growing data availability on market behavior, consumer

demographics, buyer habits, Point of Sale (POS) data,

syndicated data and access to highly sophisticated

analytical tools.

To enable CG businesses to maximizing revenue, it is

necessary to leverage Marketing Mix Optimization

(MMO) models that tie in marketing strategy, tactics,

consumer data, channel selection, channel response rates,

product pricing, margins and campaign costs. The need is

to use a single end-to-end offering that focuses on

improving marketing mix processes, systems and ROI.

CG organizations grapple with the question of how

much to spend, where and against which consumer

segments. They want answers to questions like ‘How do

I target speci�c consumer segments? How do I reach my

best potential customers? What new segment should

I develop? How can I make planning for marketing more

ef�cient, agile and objective?’ The multi-dimensional

information and insights required to create answers must

also bring together market mechanics to achieve end

goals. This has been dif�cult to achieve and remains one

of the key challenges before the CG industry.

Page 4: SPREADING BIG IDEAS - Wipro · WIPRO CONSUMER GOODS DO BUSINESS BETTER  SPREADING BIG IDEAS Marketing Mix Optimization

Wipro understands the challenge and offers its clients a

comprehensive MMO solution driven by a team of

400+ domain experts and consultants. Each member of

the team has functional software knowledge, a

background in analytics, and a deep understanding of

the CG industry.

Our MMO offerings are powered by ThinkVine,

a web-based, analytics-driven and scenario-based solution

that fuses marketing data and market mechanics to provide

insights for informed decisions. Instead of forcing marketers

to rely on historical data and traditional regression-based

approaches, ThinkVine models are able to simulate actual

customer behavior and lay the foundation for an agile,

ongoing and on-demand planning process. This enables

businesses to forecast the effects of a campaign, design

changes, improve sales and optimize ROI across products,

tactics, channels and consumer segments.

Dynamic, forward-focused model

uses multiple data sources and

does hundreds of thousands of

calculations per run to deliver

better forecasts of sales and ROI

ThinkVine is the only approach using consumer behavior to optimize marketing across consumer segments, tactics, channels and geographies.

“ThinkVine’s biggest strength is its focus on modeling how a group of consumers actually behaves when exposed to a communication or a promotional or a social activity.”

Page 5: SPREADING BIG IDEAS - Wipro · WIPRO CONSUMER GOODS DO BUSINESS BETTER  SPREADING BIG IDEAS Marketing Mix Optimization

SIMULATING MARKETS FOR PREDICTABLE OUTCOMES

Combines demographic, consumer

behavior and market data with

your data and advanced analytics

to simulate how your marketing

affects consumers’ purchases of

your products

Develop and create an end-to-end system that is:• Integrated • Custom calibrated • PredictiveAble to deliver segment and customer speci�c marketing plans

Path to Optimized Marketing

CustomerSimulation

BusinessRules

“What If”Scenarios

MarketModels Strategy

Tactics

PredictableOutcomes

M

arketing Goals & Plan

s

Market Data

Customer Data

Syndicated Data

• Identify ef�ciency and effectiveness of individual

marketing campaigns and channels by product/ brand

• Better allocation of marketing expenditure

across channels

• Improve marketing ROI through incremental sales

• Optimize future marketing spends through accurate

forecasting and what-if scenarios

• Provide an integrated view of marketing

• Deliver quick, responsive and continuous marketing

planning and process improvement

• Enter new markets with minimal risks and with

highly accurate marketing tactics

ThinkVine replicates reality by creating a custom, simulated marketplace in which purchase behavior can be measured

across consumers and by marketing activity. This enables businesses to:

Page 6: SPREADING BIG IDEAS - Wipro · WIPRO CONSUMER GOODS DO BUSINESS BETTER  SPREADING BIG IDEAS Marketing Mix Optimization

Using Wipro’s solutions, marketers can enjoy the luxury

of determining the best set of advertising/ marketing

campaigns across channels (of�ine and online) and

media (traditional and digital) by forecasting the impact

of campaigns on consumers groups, geographies and

channels. Wipro’s MMO solution delivers breakthrough

effectiveness and ef�ciency of marketing spends through:

CONSULTING:

Create a roadmap that fuses consumer insights with

market mechanics to enable accurate, timely and

effective decisions. This includes business case

development, business viability studies, gap analysis, peer

benchmarking, access to industry processes and best

practices and program and project management.

INFORMATION PLATFORM:

Implement a solution that integrates data, is scalable,

mitigates risk and delivers improved ROI. This includes

the architecture and implementation of a data

warehouse which brings in the consumer data and

provides the foundation to address local market

requirements, MMO model development, organizational

change management, training, testing and execution.

ANALYTICS DRIVEN OPTIMIZATION:

Deliver analytics-based what-if models and scenarios

that simulate market and customer behavior. This

enables collaborative planning across the organization for

DELIVERING BREAKTHROUGH EFFECTIVENESS

spend, tactics, category management and assortment

optimization, loyalty management, TPO targets, timing

and marketing ROI.

Delivers forward-looking information

you need to maximize results –

accurate forecasts with rich,

multidimensional information by

consumer group, type of marketing

activity, products and channels

“Our MMO solution can be

customized using client speci�c

business rules and an unlimited

number of ‘what-if ’ scenarios for

ongoing planning. It then provides

guidance to marketing managers by

identifying the right mix of tactics,

media and spends. It is an

unprecedented solution to improve

marketing ROI.”

Page 7: SPREADING BIG IDEAS - Wipro · WIPRO CONSUMER GOODS DO BUSINESS BETTER  SPREADING BIG IDEAS Marketing Mix Optimization

5-10% increase in marketing

driven revenue

Identi�cation of 3-7% of worst

performing marketing spends,

leading to bottom—line savings

of 3-7% or

Reinvestment in better

performing spend resulting in

150-300% increase in spend ROI

CREATING QUANTIFIABLE RESULTSWipro’s solutions use multi-dimensional data and

information sources, insights, market models and

consumer behavior patterns. These are used to lead CG

marketing organization deliver effective and accountable

marketing strategies and tactics. With ThinkVine

Wipro has:

• Identi�ed $10M in wasted spends for a consumer

packaged goods client that offered 3 brands within the

• Helped a confectionary company quantify the

incremental value of marketing tactics to address

heavy and extra ordinary seasonal demand three

times a year.

same category by analyzing demographic and behavioral

information for each brand’s consumer segment.

Page 8: SPREADING BIG IDEAS - Wipro · WIPRO CONSUMER GOODS DO BUSINESS BETTER  SPREADING BIG IDEAS Marketing Mix Optimization

CORPORATE OFFICE, WIPRO LIMITED, DODDAKANNELLI, SARJAPUR ROAD, BANGALORE - 560 035, INDIA. TEL : +91 (80) 2844 0011, FAX : +91 (80) 2844 0256

WWW.WIPRO . COM NY SE :W I T|OVER 140 , 000 EMPLOYEE S|57 COUNTR I E S| CONSUL T ING| SY S TEM IN TEGRAT ION|OUT SOURC ING

ABOUT WIPRO LTD.

Wipro Ltd. (NYSE:WIT) is a leading Information Technology, Consulting and Outsourcing company that delivers solutions to enable its clients do

business better. Wipro delivers winning business outcomes through its deep industry experience and a 360 degree view of "Business through

Technology" - helping clients create successful and adaptive businesses. A company recognized globally for its comprehensive portfolio of services, a

practitioner's approach to delivering innovation, and an organization wide commitment to sustainability, Wipro has a workforce of 140,000 serving

clients across 57 countries. For more information, please visit www.wipro.com or mail [email protected]

WIPRO CONSUMER GOODS

Wipro’s dedicated Consumer Goods practice has over 3000 + consultants and deep expertise with Tier 1 companies in the areas of Sales & Marketing, Value

Chain Optimization, Digital Transformation, and Analytics driving Insights. Our focus includes specificity related to Food & Beverage, Home & Personal Care,

Apparel & Footwear and Agribusiness & Tobacco segments. Wipro’s offerings include Systems Integration, Consulting and BPO. Our industry leading

solutions include ownership of Promax, SAP’s newest offerings, Salesforce.com, and Market Mix Optimization.

© Wipro Technologies 2013 IND/TMPL/SEP 2013-MAR2014

DO BUSINESS BETTER