Trade promotion forecasting and optimization
This project addresses two specific challenges related to promotional planning in the consumer-packaged goods sector. The first output will be to develop and evaluate models that statistically predict the impact of Unilever promotions on category and product share across different retailers. This effort will lead to the creation of trade promotion optimization techniques that enables planning of promotional activities. The second output is to simulate potential outcomes of various combinations of promotional programs across different retailers in such a way as to inform investment decisions early in the planning process. Finally, the project aims to develop a systematic approach for allocation of promotional spend that permits continuous adjustment as market and competitor conditions change.