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Competitive Interaction

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Relying on analytics for a single product to evaluate shopper response is like taking a picture of the retail landscape through a telephoto lens. As pretty as the picture is, the shopping environment is left as a blur. True shopper response must be seen through the wide-angle view.

MPG takes a holistic approach to measuring shopper response. There are four main components of our platform:

  1. Identify the structure of competition among SKUs in a competitive category.
  2. Determine the drivers of market share simultaneously for all competitive SKUs in the category.
  3. Determine the marketing and environmental drivers of market size/incrementality across all geographies and time periods.
  4. Utilize software tools for analysis of scenario planning results across the entire competitive set.

Key Insights

  • Portfolio Price Management
  • Portfolio Promotion Management
  • Assortment Planning