Marketing Mix Analysis – Overview

The focus of our Marketing Mix Analysis practice is to help our clients optimise the full range of marketing instruments, particularly pricing, promotions and retail level expenditure.

We help our clients to:

• focus on profitable products in attractive market segments;
• understand the lifecycle of products within an overall portfolio;
• understand the optimal pricing of these products through a mixture of techniques – from highly quantitative regression analysis to more qualitative image based pricing;
• understand the level of investment they are making in promotional spend;
• optimise promotional spend through detailed analysis of individual promotions including forward buying behaviour, competitor interactions, inter-brand interactions, inter-SKU cannibalisation and retailer reaction;
• develop dashboards to monitor performance across different brands, channels, customers, distributors and SKUs;
• develop processes to monitor compliance with new promotional guidelines