Case Study: Asahi Beverages refines media investment strategies with Mutinex GrowthOS

How Asahi Beverages is refining media investment strategies with marketing mix modelling

Asahi Beverages, a leading beverage company in the APAC region, faced the challenge of understanding the true impact of its marketing spend within a complex sales environment influenced by factors like price and distribution. They needed to optimize their media investment strategies to prove marketing's return on investment and make more effective budget allocation decisions. To address this, they partnered with the vendor Mutinex and implemented its marketing mix modeling platform, GrowthOS.

Mutinex GrowthOS provided Asahi with a data-driven solution to model marketing efficacy. The platform allowed the team to see the sales contribution of each marketing channel while controlling for other business factors. A key result was the ability to optimize channel selection, such as determining that linear television remained essential for some brands while online video delivered higher ROI for others. This empowered Asahi to have more constructive, data-centered conversations, make smarter investment decisions supported by Mutinex, and build greater confidence in the true power of their marketing.

Asahi

Megan Coutts-Quinn

Group Head of Consumer Experience