Objectives:
Understand which Grocery and Broker accounts are contributing the most to Total Brand A’s declines across US Grocery Channel.
From there, determine which Brand A segments are leaking the most consumption and the causation behind these substantial declines.
Process:
Data collection: Gathered sales data from all US Grocery accounts (including Brokers); included historical sales data and account details; including verbal conversations to identify additional context not available quantitively
Data cleaning: Ensured the data was free from duplicates, errors, and inconsistencies; Standardized the format for account names and coding
Data integration: Combined all relevant data sources into a single database
Descriptive analysis: Calculated total sales for Brand A from each account over a specified period; Determined the percentage change in sales for each account
Root cause: Determined the main causation by evaluating multiple metrics (sales, pricing, distribution, promotions, etc.) to determine trends and contributing factors to declines
Competitive analysis: Analyzed competitor performance; Identified any shifts in consumer preference towards competitors and potential reasons “WHY”
Visualization: Created visuals (bar charts, pie charts, etc.) to highlight accounts with the most significant declines along with contributing factors
Reporting: Highlighted the top contributors (accounts and products) and their respective decline percentages
Action plan: Developed a strategic action plan based on findings
Outcome:
80% of declines contributed to Segment 1 (out of 3 segments) for Brand A. Medium pack sizes substantial portion to declines in segment for Brand A due to competitive pricing and product sizes (larger packs). Packaging assessment, pricing, and promotional strategies to be reassessed to over more competitive product offerings and pricing to compete in segment where competitive has heated up. (Additional details reflected below)
Disclaimer: All showcased data in this portfolio has been anonymized as much as possible to protect company identities, while keep the integrity of the story telling. Some data has been construed to further ensure confidentiality.
