Case Study: Global Food and Household Products Manufacturing Company achieves 2-6% market share growth with IRI

Global Food and Household Products Manufacturing Company - Customer Case Study

Global Food and Household Products Manufacturing Company, a $5 billion global manufacturer with more than 50 brands, needed a better way to deploy marketing to drive share growth. The company struggled to connect store-level POS data, household panel data, brand perception, TV audience, and digital audience data to understand which marketing tactics were most effective. IRI helped address this challenge.

IRI created a 360-degree view of the consumer by launching a custom survey of 30,000+ consumers and linking the results to digital, TV, and store-level sales data. Using advanced analytics and marketing mix modeling, IRI identified the impact of each tactic by segment, message, and store, leading to recommendations for more selective trade marketing and cross-channel media deployment. The improved marketing effectiveness delivered a 2-3% short-term increase in market share and a 4-6% longer-term gain.