Wipro Case Study Series

REFINING THE MARKETING MIX

ACROSS GEOGRAPHIES
Optimizing marketing strategies and
maximizing ROI on budgets

INDUSTRY LANDSCAPE
Marketing mix models quantify the sales impact of various marketing activities and determine
effectiveness and ROI for each marketing activity.Various optimization techniques are adopted
to provide a roadmap for the future by showing how to adjust marketing strategies, plan
budgets, manage channels and create pricing strategies to maximize return from marketing
investments.

CLIENT BACKGROUND
The client is a leading global consumer products company ranked among the Fortune Global Developing a marketing mix
500 with a huge presence in Europe, Americas, Asia and Africa. The company employs
model for various brands in
180,000 people across 150 countries and has registered a turnover of over $100 billion. Over
40% of its turnover is from developing and emerging markets. It has leading global brands different geographies (across
and multiple product lines in the personal care and nutrition categories. Asia, Middle East and Africa) to

THE OPPORTUNITY identify the efficacy of

marketing efforts and provide
The client's Business Analytics and Strategic Planning (BASP) group provides customer
insights and analytics to its marketing team globally. The BASP group partnered with Wipro direction to brand positioning
to develop a marketing mix model for various brands in different geographies (across Asia, at a country level.
Middle East and Africa) to find the efficacy of various marketing efforts and provide directional
input to brands at a country level so that the marketing budget can be optimally allotted.
SOLUTION
So far, the results have been executed for the company's flagship
brands in the Oral Care Category in India.
The Wipro Business Analytics Team has worked with the client's
BASP group in India to gain insights into the marketing efficacies of
various marketing parameters through the marketing mix models.
Various statistical techniques were applied to develop the
marketing mix models and various innovative solutions were
devised to unearth the hidden effect of marketing variables from a
highly aggregated level of brand data. It was found that strategic
pricing and television advertising are the key drivers of growth.
ENGAGEMENT HIGHLIGHTS
Developed individual statistical models for each brand and
devised in-house techniques to arrive at the right
transformation variables so that they show up in the model
appropriately
Established clear statistical norms for usability for other
country data with a high degree of data sophistication
Arrived at the elasticity of marketing variables
Concluded that television was used inefficiently for which
reason the brand was losing market share and hence should
not be used to garner incremental sales

BUSINESS IMPACT
Reallocated media budgets resulted in huge savings for key
brands in the market
Increased television presence has increased market share by
2% and is now strongly positioned for further growth
Revised pricing using several inputs from the marketing mix
model has increased sales by over 10%
Revised spending helped enhance brand reach and optimized
benefits at reduced costs of up 15%

About Wipro

Wipro Technologies, the global IT business of Wipro Limited (NYSE:WIT) is a leading Information Technology, Consulting and Outsourcing company,
that delivers solutions to enable its clients do business better. Wipro Technologies delivers winning business outcomes through its deep industry
experience and a 360 degree view of Business Through Technology - helping clients create successful and adaptive businesses. A company
recognised globally for its comprehensive portfolio of services, a practitioners approach to delivering innovation and an organization wide
commitment to sustainability. WiproTechnologies has 120,000 employees and clients across 54 countries.

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Wipro Technologies 2011 IND/CREST/OCT2011/E118D