Analyse the future (data integration for improved market forecasting)

Strategic Direction

ISSN: 0258-0543

Article publication date: 10 February 2012

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Keywords

Citation

Jain, A. (2012), "Analyse the future (data integration for improved market forecasting)", Strategic Direction, Vol. 28 No. 3. https://doi.org/10.1108/sd.2012.05628caa.012

Publisher

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Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited


Analyse the future (data integration for improved market forecasting)

Article Type: Abstracts From: Strategic Direction, Volume 28, Issue 3

Jain A.Admap, September 2011, Volume: 46 Issue: 8, Start page: 32, No. of pages: 2

Presents a case study, based on soft drinks manufacturer PepsiCo, that was caught unawares by a 25 percent increase in the drinks category in India, leading to loss of market share and some searching questions about why the surge happened, how long it would last, what was driving demand, and how could PepsiCo could predict it better. Explains that the drinks category in India had largely been a two-player industry but several new players emerged with the arrival of liberalization, where this more competitive business environment called for PepsiCo to adopt more scientific decision making methods. Combined with a cultural change to ensure that technology was merged with data for integration in daily usage. Sets out the methodology and results of the marketing investigation, which involved: a two-pronged approach to address the two issues of forecasting demand, and identifying demand drivers. Reveals that the research was able to predict with less than 5 percent difference between actual and predicted growth (in 2010), strengthening the robustness of PepsiCo’s category forecast, and inventory/volume planning. Concludes that the three organizational potential benefits of LIVE, MindShare’s global turn-key marketing dashboard, that were derived by PepsiCo, were: an enabler of strategic marketing decisions; building brand/franchise/portfolio specific reports and cases; and organizational benefits. Includes the account in a special issue of Admap magazine partly devoted to the theme: “Data integration (in marketing)”.Article type: Case studyISSN: 0001-8295Reference: 40AS071

Keywords: Brand management, Case studies, Data mining, Electronic commerce, Forecasting, India, Internet, Internet marketing, Market research, Marketing communications, Marketing information, Marketing management, Marketing models, Marketing philosophy, Marketing planning, Marketing strategy, Marketing theory, Organizations, Sales campaigns, Soft drinks, Strategic marketing

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