Leading global CPG Company wanted to understand various sales drivers and effectiveness of its advertisement and promotion campaigns in China

• Several regression-based marketing mix models were developed for key cities in China (Beijing, Shanghai, Cheng Du , etc)
• Key variables that significantly impact sales were identified by a combination of statistical measures & business understanding
  
• Overall & relative impact of various components of the marketing mix like price, brand distribution, advertisements, promotions, new product introductions & competitive effects on sales was estimated
• We also calculated ROI associated with different advertisements & promotional campaigns to ascertain effectiveness of the campaigns and compare effects across different cities
• Overall recommendations & analysis was provided to the client along with the several models for different cities