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Sales Performance Forecasting

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.

The Challenge

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 Solution

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.

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KENTRIX did a Diageo target group mapping to its consumer segmentation in NCT households. This included:

  1. Consumer cohorts correlating to Lifestyle Affinity Segments and further SEC, life phase, purchase affinities and expenditure behaviour across below listed categories, and propensity and place/occasion of consumption.

     2. Understanding the alcohol beverage industry size and mapping the special case Delhi (Duty-Free and subsidized rates).

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