CASE STUDY September 17, 2023

Trade Promotion Optimization for a large F&B Company


Business Objective

Our client is a Consumer-Packaged Goods manufacturer in the Pet Foods Category. The client has a strategic partnership with Tiger Analytics for sales, supply chain, and marketing analytics.

The client engaged us to develop a trade promotion optimization solution with the below objectives

  • Map trade promotions spending data to sales and analyze responses to CPG funded trade promotions run in retailer’s stores
  • Identify trading-up/down cannibalizations within-box as well as cross-box
  • Estimate the net impact of promotions on consumption volume & value
  • Develop a tool for future scenario planning to estimate lift vs cannibalization
  • Develop an optimization tool to recommend promotional events for PPG items across retail categories


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