St Michel: How analysing panel data contributes to enriching the marketing planning approach?

The student is an assistant brand manager recently recruited to work on St Michel. The yearly brand reviews are coming and his product manager is asking him to analyse the latest retail and consumer panel data, in order to get a good understanding of the market and to be able to come up with adequate recommendations, which will conclude these brand reviews.
Since the student is not very familiar with this market yet, he will have to analyse the data at the macro market level in order to identify the deep trends. He will then analyse the data at the brands level, in order to identify their specific performances, momentum and consumer behaviours.
These retail and consumer panel data analyses will enable him to come up with recommendations about the St Michel biscuit portfolio.

Assess students capacities to:
- Analyse retail panel data: knowing the different indicators, their meaning and how they combine together.
- Analyse consumer panel data: knowing the different indicators, their meaning and how they combine together.
- Understand how both types of panels combine to give managers a comprehensive. understanding of the market situation, of the brands and the consumers.
- Come up with an action plan based on the previous analyses.

Marketing Planning - Marketing analytics - Panels - FMCG marketing

Students in licence 3, Master 1 and 2, Mastères spécialisés
Cadres

Manufacture of biscuits, rusks and preserving pastries

- Excel:
Raw data from distributor panels
Raw data from consumer panels
Socio-demographic profiles of the St Michel brand and its main direct competitors
- Excel, correction:
The raw data has been enriched by the creation of new formulas.
- PPT: Analysis of distributor panel data (21 slides)
- PPT: Consumer panel data analysis (25 slides)
- PPT: Marketing action plan (9 slides)

Année de la problématique : 2017

Livraison : Livraison par lien de téléchargement

Nombre de pages : 4

Temps d'utilisation : plus de 3 heures

Code du secteur d'activité : 15 - Industries alimentaires