Supra Price Optimizer – Pet food
CHALLANGE:
A medium-sized brand in the pet food industry faced significant challenges in managing hundreds of SKUs and their respective prices across various markets. The brand could not afford detailed external sales data, which hindered its ability to derive price elasticities and optimize pricing strategies.
METHOD:
We implemented the Supra Price Optimizer, targeting dog owners who typically purchase pet food from specialty stores. Our analysis involved measuring the price-demand curve for numerous products, allowing us to identify optimal pricing strategies.
INSIGHTS:
Our findings revealed that one in three products required substantial repricing. Notably, one product received a price increase, resulting in an impressive overall sales boost of 25%.
BUSINESS RESULTS:
The insights gained from the optimization were well-received by the sales team, leading to an overall profit increase of 7% for the business.
TIME FROM KICK-OFF TO RESULTS: 2 weeks
Supra Product Optimizer – Skin Care – Skinceuticals
CHALLANGE
Despite its initial success, Skinceuticals faced a critical need for strategic clarity to develop a brand and communication plan that effectively drives growth by resonating with customers’ needs and emotions.
METHOD
We conducted the Supra Product Optimizer Survey, utilizing implicit measurement techniques on price and product features analysed through Causal AI. The survey targeted recipients of the brand’s newsletter, allowing us to gather valuable insights directly from engaged customers.
INSIGHTS:
Our analysis revealed that the previous communication strategy overly emphasised correlations related to scientific background, skin tolerance, and quality impressions. We learned that the brand needed to focus more on demonstrating product performance and highlighting the unique ingredients used in their formulations.
BUSINESS RESULTS:
As a result of these insights and the refined communication strategy, sales more than doubled over the following five years, showcasing the power of a targeted and informed marketing approach.
TIME FROM KICK-OFF TO RESULTS: 3 weeks
Supra Marketing Mix Modelling – Premium Chocolate
CHALLANGE:
The effectiveness of advertising needed to be clearly demonstrated to secure approval from the CFO and CEO for planned advertising budgets.
METHOD:
We analysed daily sales data from shops owned by the brand, correlating it with various factors such as local out-of-home (OOH) ads, public relations efforts, weather conditions, gifting events, and brand monitoring data. Using the Supra AI causal deep learning model, we captured the immediate, next-day, and long-term impacts of advertising expenditures on brand performance.
INSIGHTS:
Our analysis confirmed that advertising significantly benefits the brand, not only enhancing brand awareness but also delivering an impressive 9x return on investment (ROI). This demonstrates that investing in effective advertising is one of the best strategies for growth.
Only thru the unique causal approach we could learn about the extent of long-term impact thru brand building. Only this approach enabled to quantified the role that the external factors such as gifting season and PR. The ability to model unknown interactions revealed that a multichannel approach is creating synergies.
BUSINESS RESULTS:
As a result of these insights, the planned advertising budget was approved and they were able to reverse a sales decline within 12 months and initiated a new growth phase, achieving an annual growth rate of +20%.
TIME FROM KICK-OFF TO RESULTS: 6 weeks, while 4 weeks are thru the back and forth of collecting the proper internal data
Supra Strategy AI – Beer Brand
CHALLANGE:
The beer brand faced declining sales figures for over a decade and required fresh insights to reverse this downward trend.
METHOD:
We implemented the Supra Strategy AI process, conducting implicit intelligence-powered surveys with category buyers to gather comprehensive data on various factors, including purchase intent, the customer journey, brand perception, touchpoint interactions, and contextual situational factors.
INSIGHTS:
The analysis revealed that while the brand had historically focused on brewing tradition and product quality, the core benefit of its beer was actually refreshment—an aspect previously overlooked in driver analysis. This misunderstanding stemmed from the interrelated nature of consumer drivers, where refreshment influenced perceptions of “great taste,” leading to confusion in traditional analysis.
BUSINESS RESULTS:
By refocusing communication strategies around the theme of refreshment, the brand successfully halted its decline in sales and began to rebuild its market presence.
TIME FROM KICK-OFF TO RESULTS: 4 weeks
Supra Strategy AI – Global Skin Cleansing Brand
CHALLENGE:
The global brand tracker provided mixed signals, and as the company faced a plateau in the skin cleansing category, it sought to explore new avenues for insights.
METHOD:
We leveraged a global brand tracking dataset encompassing the purchase funnel, brand attributes, touchpoints, and contextual information. By applying the Supra Strategy AI process and utilising Supra Causal AI software, we conducted a comprehensive root cause analysis of the brand’s performance.
INSIGHTS:
Among numerous key insights, one stood out: fragrance is the crucial background factor that drives enjoyment and encourages first-time trials. Given that fragrance is the only aspect customers can evaluate at the point of sale (POS), this insight explains the effectiveness of in-store promotional events within this category. Additionally, we discovered that the adage “the more, the better” does not apply to brand equity; instead, the principle of “the best takes all” emerged as a winning strategy.
BUSINESS RESULTS:
By realigning product strategies to prioritise fragrance, the company experienced notable growth in brand portfolio sales, achieving an impressive annual increase of 15% over the following five years.
TIME FROM KICK-OFF TO RESULTS: 4 weeks
You have questions or you want to get a demo?