Branding Essay

Case vignette 1 feat determine in a recessionary economy Our client is an FMCG major that sells its products crossways many large and small retailers. The client is facing pressure from one such large retailer to cut prices across signs and categories. The client is therefore losing money on several products. Our client would like to put on analytics to bring in some science into the pricing decision. Our analysis should help the client take root what pricing strategies should be applied to each product. How would you approach this analysis?The data available is weekly price and slew data for all client brands at the retailer for a period of 2 years.Case moot 2 Managing extreme seasonality Our brand is a high end lifestyle brand, famous globally. They however, face an discommode of seasonal sales, with over 60% of their sales coming in the holiday period. They would like to understand how better to ensure sales in non seasonal periods as thoroughly and make the sales curv e more even. Data available includes volume and values sales and usage and attitude studies.Case Study 3 NPD (own label) at a supermarket chain A leading supermarket chain wants to expand its limited portfolio of RTE food products. Transaction data for the past 1 year is available. How would you go about understanding the type of products to be introduced? What is the build strategy for the products chosen?Case Study 4 Acquisition vs New product development A food major in the market with no chips brand in its portfolio. A decision has been do at the board level to either acquire an existing brand or launch a new one in this space. You are in charge of implementing this. 1. How will you take the decision on acquisition vs. new product development? Which metrics would you evaluate, what analysis would you perform & what data would you require? 2. If you root to acquire a brand, how would you choose among the existing brands? What info do you require on each brand to make this cal l? a. Any intangible factors that would influence your valuation of existing brands? In campaign you decide to launch a new brand, how would you go about it? How would you decide the desired new brand characteristics and the associated trade mix?Case Study 5 Analyzing brand performance A chips brand has recently been launched, only when its performance has not been too good. The large promotional investments put in have not yielded changeless returns. You are told to investigate whats wrong with the brand. 1. What data would you request to complete your investigation in this case? 2. Can you talk about your analysis roadmap in this scenario? What possible corrective actions would you signify (you are withdraw to make relevant assumptions on the diagnosis)?Case Study 6 Heritage brand with stagnating growth A very old chips brand (kind of like a heritage brand) is faced with stagnating growth. It continues to perform reasonably well on key equity parameters, and there is no decl ine compared to previous years. 1. How do you read the smirch? What data would you require to make an accurate diagnosis of the issue? What are the potential corrective actions you would suggest? How would you decide between the various options?