Consumer Electronics Brand Optimizes for the Right Media Mix to Drive Higher Brand Awareness

By Kvantum Team Posted September 09, 2016 In Retail, Case Study, Cross-channel, Marketing Attribution, Media Mix, Product Launch Campaign

Kvantum helps consumer electronics company assess impact of media investments & product launches on incremental sales.

Product Launch Specific Marketing Campaigns The global smart lighting market is expected to be valued at ~ USD 20 Billion by 2022 at a CAGR of 27% between 2016 and 2022. The increasing consumer demand for energy-efficient lighting systems and the development in IoT technology in the field of smart lighting are expected to drive the growth of this market. To tap into the demand growth, a leading consumer electronics (smart IOT devices) brand expanded its customer base by launching a new smart light product & accessories across all top retailers (Best Buy, Walmart, Amazon) across North America over a period of last two and a half years. Brand launched five new products in last two year; invested in seasonal marketing and ran eight product launch campaigns for the same period. Mid year, the brand witnessed an increase in sales. The brand needed an exhaustive analysis of its media spend by channel touch-points to understand the impact of new products launches on sales of the existing product line.

The marketing leadership team engaged Kvantum to specifically:

  1. Determine incremental sales driven by marketing spend & launch specific campaign activity.
  2. Effect of marketing across different retailers in Canada & US.
  3. Provide an optimized channel mix for the future product launches in the same category.

“Kvantum truly partnered with us to provide ROI and volume contribution on various shopper marketing & media tactics. We were able to measure sales impact in-store & online and reliably plan for next year.”

Vice President, North America Marketing

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In Retail, Case Study, Cross-Channel, Marketing Attribution, Media Mix, Product Launch Campaign

By ,  Posted Sep 9th 2016