Case Study: Sun Products achieves 5-7% trade efficiencies with IRI

Sun Products - Customer Case Study

Sun Products, a $2 billion manufacturer of branded and private label laundry and household care products, worked with IRI to reengineer its $500 million annual trade program. The challenge was to better balance share growth and profitability, since its existing price and trade approach lacked the granularity needed to optimize spend at local product levels.

IRI conducted a detailed trade diagnostic, built price elasticity models across 12 retailer accounts, and developed new tools including a Scenario Planner and Trade Fund Allocator to improve trade ROI analysis and funding discipline. By shifting poorly performing everyday low pricing funds into higher-return Hi-Lo activities, IRI identified 5–7% trade efficiencies, helping Sun Products improve both trade effectiveness and profitability.

Sun Products