Marketing budget reallocation plan to maximize ROI

Challenge

Rémy Martin, a premium brandy under Remy Cointreau, experienced a decrease in market share compared to its top two competitors: Martell and Hennessy. In order to gain back market share, the CEO of Rémy Martin China asked our assistance to analyse their performance and identify opportunities for growth.

Solution

Our team of data scientists and consultants analysed data from several sources from marketing channels and eCommerce platforms, such as Tmall and JingDong. Rémy Cointreau learned that:

• Price promotions did not have a significant effect on sales levels
• Geographics of the engaged Weibo followers provide interesting opportunities to target a similar audience on eCommerce channels like Tmall and JingDong
• There were missed opportunities to divert ad spend away from lower converting products towards higher converting ones in the portfolio
• Advertising was being under-leveraged to drive sales growth
• Marketing budget allocation for Tmall tools could be optimized, resulting in lower costs and a higher ROI

Results

The Chaoly team revealed new insights and enabled Rémy Martin’s eCommerce team to improve their performance on their main sales channels Tmall and JingDong.