Optimising media investments for a world leading soluble coffee brand

Objectives

The client, a world leading soluble coffee brand, faced the challenge of navigating the changing landscape of consumer habits, particularly amid the fluctuations brought about by the COVID-19 pandemic. With a strong heritage and established brand assets, they sought to understand the efficiency of their media spending across their core established pillars and newer sub-brand introductions. The key objectives were to maximise net profit growth in the short and long term, and to develop profitable future media plans, focusing on channel choices and media laydown.

Ebiquity approach

The Ebiquity Marketing Effectiveness team combined their expertise with a deep understanding of the client’s heritage and market dynamics to deliver comprehensive solutions. The dedicated team meticulously crafted detailed econometric models tailored to the client’s specific needs and analysed the halo effects across brand pillars to determine the most effective media investment strategy for enhancing overall brand sales. These models, often referred to as marketing mix models (‘MMM’), provided comprehensive insights into the efficiency of the client’s media investments.

Business impact

Key improvements have been realised in:

• Strategic budget scaling
• Optimised media budget allocation
• Strategic channel allocation
• Enhanced branding strategy

Value opportunities identified were in the range of 10-20% increase of ROI. The ROI improvements from scaling and optimising the future media investments were forecasted to be in the range of 10-20%.