Having a base-line estimate is an important first step in understanding the impacts of major market-moving breakthroughs. The graph (top left corner in the picture) above shows the past sales performance of forecasts versus actuals. eBrandValue provides its clients with 12-m rolling sales forecasts that act as a base line when judging the recent trends and their momentums in affecting sales. Understanding the engagements that drive these changes result in uncovering the meaning and relevance dimensions that drive consumer-brand connections.
The brand in the example above realized the performance loss when realizations consistently fall below the forecasts. Further, the difference between the forecasts and the actuals detoriated, ringing an alarm bell for the brand managers. eBrandValue used its trend and brand affinity (switching) analysis, to identify who is switching to alternatives and why. The patterns revealed that the recent changes in the distribution channel resulted in a significant loss of availability, influencing mindshares. The competition acted fast with new value propositions and quickly capitalized the weakness. The brand took immediate actions by using the eBrandValue data. The field actions are fed with a feedback loop based on the recent consumer engagements in the category. The actions include formulation and merchandising changes, supporting the newly found consumer verbatims. The brand affinity gains confirmed the increase in awareness and desire, ensuring that the health of the brand has improved.