Identifying sales potential down to individual household-level
Diageo India is the country’s leading beverage alcohol company with an outstanding collection of premium brands– a business built on the foundation and principles laid down by the industry giants.
Diageo India was looking to understand precise sales potential in differentiated Sprits Segments for specific outlet locations:
(1) Core Luxury Scotches
(2) Luxury Scotches and Premium Scotches- Entry Level
(3) Core Premium Scotches- Entry Level
(4) Premium Scotches- Entry Level and Whiskey Prestige Upper
(5) Core Whiskey Prestige Upper
The KENTRIX household/residential building precise mapped information about income, expenditure, and consumer lifestyle affinity segmentation was modeled into a geospatial sales value map applying ML-driven calculations fed by consumer profile data in combination with purchase data in various DIAGEO Spirits Segments.
KENTRIX did a Diageo target group mapping to its consumer segmentation in NCT households. This included:
2. Understanding the alcohol beverage industry size and mapping the special case Delhi (Duty-Free and subsidized rates).
