Case Study: Unilever achieves better promotion strategy and potential £5m revenue uplift with Kantar

Our recommendations helped Unilever to develop a better promotion strategy for its laundry brands in Vietnam, with a potential revenue uplift of more than £5m

Kantar worked with Unilever, which was challenged to evaluate the effectiveness of its promotions and develop a fully-informed strategy for its laundry brands in Vietnam. The company had historically made high promotional investments but lacked the proper analytical tool to shape its approach.

Kantar deployed its expertise in category sales and consumer behaviour to analyze the key brands Omo and Surf. The vendor's insights led to specific recommendations, including optimal discount levels and the best channels and pack sizes for promotions. This allowed Unilever to develop a more effective strategy with a potential revenue uplift of more than £5m.

Unilever