Transforming Portfolio A&P budget allocation with Pivot&Co’s “A&P Mascot”
Our advanced Portfolio Prioritisation tool, “A&P Mascot”, transforms A&P allocation for CPG Marketers, by providing a clear, unbiased view of multiple scenarios, displaying each scenario’s potential impact on growth.
Challenge
Global and local CMOs must strategically allocate A&P budgets across their brand portfolios to maximize returns.
Success is influenced by multiple factors such as sales, media, target audiences, distribution and inflation.With so many factors to consider, traditional decision making is slow, manual, error prone, and biased.
With complex data that didn’t speak to each other, our global CPG client needed easy-to-understand visual charts & the ability to view fact-based evidence to assess each brand’s volatility & how much change in net sales could be driven by changes in A&P investment.
Solution
The A&P Mascot uses Simulation-Based Modelling to analyse historic internal & external data sets.
Combining different data sources we can now produce allocation scenarios enabling Marketers to understand the potential impact of each one.
Key features include:
Comprehensive Data Integration: A unified platform that aggregates all essential brand data, offering a single source of truth for your portfolio.
Optimal Allocation Scenarios: Utilize advanced algorithms to explore billions of budget allocation scenarios, pinpointing the ones that promise the highest returns.
Insightful Projections: Visualize the impact of your A&P investments on expected sales and profitability, with the option to export data for stakeholder communication.
With our solution, our client was aided with the visualisation they need to make faster, more informed decision making & improve stakeholder engagement.
The A&P Mascot Simulator
Why not try our A&P Mascot demo?
Play out different investment strategies to project how different brand allocations impacts net sales .
One of many different ways you could be benefitting from the A&P Mascot across your brand portfolio.
Pivot is very good at solving complex strategic problems with innovative approaches powered by data & analytics and a lot of human & interpersonal skills. Le Groupe Bel owes them a massive part of the key data & transformation successes we had these last years.
Gael Demenet
VP of Data & AI, Le Groupe Bel
Results
The A&P Mascot has successfully been rolled out to clients in multiple markets, facilitating new, more agile ways of working & cross functional collaboration.
For one global client, our tool was
+16
Adopted in
global markets
+27
with more than
brands
+40
across
million lines of data analysed
1 yr
resulting in
of simplified decision making for our CPG client’s global teams.
