Benadryl: Compass – powering marketing promotion to drive market share growth

Benadryl, a leading OTC cough-syrup, partnered with technology provider, Kinesso, to create a predictive data-analytics tool, Compass, to capture consumers' minds and ensure minimal wastage.

The objective

Benadryl's (the leading OTC Cough-Syrup) market-share was stagnant in competitive markets (Maharashtra, Uttar-Pradesh) despite continuous investment. Consumers in this category are most receptive-to communication when seasonal triggers(temperature-change/humidity) are high as the incidence of cough increases. Task was-to identify the right-time for media-activation to capture consumers mind-space & ensure minimal wastage.

The methodology

A predictive data-analytics tool "Compass" with the help of technology provider Kinesso was created for Benadryl to offer its proposition at right time, at right-place(media) to right-consumers during the Moment-of- Truth.

A capability to capture data, leverage 'Marketing-Mix-Modeling' and forecast sales for a 4-week data period...

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