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DO BUSINESS BETTERWIPRO CONSUMER GOODS
WWW.WIPRO . COM
SPREADING BIG IDEASMarketing 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.
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.
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.”
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:
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.”
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.
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