Instructions

Your client owns a famous dairy brand. They have asked you to review the data for one of their products. Th
You have data for two grocery store retailers. One big retailer and one smaller retailer. Retailer 1 is big, Reta

1 Briefly explore the data… look at how the product variants and retailers differ. Put some graphs together tha
2 Would you describe your client's dairy product as competitively priced? How does this change through time
3 What factors appear to drive the succuss of promotions, measured purely in terms of volume sold?
4 At some point in the data the business took a big step steps to improve profitability. What have they done a
5 We have included both spend and TV ratings for 8 major campaigns. Using the information you have, can yo

You should answer this question using data landscaping (visualisation) and econometrics/regression.
Do not aim for completeness in your regression analysis. We recommend you only build models for the Regular product varian
Thinking about your own experience shopping in a supermarket, what factors should be included on the RHS?
We are interested in whether candidates can clearly and coherently present commercial data and demonstrate insight.
We are also looking for a polished and professional presentation. This means good formating, good headings and answering th
Assume you have 25 minutes to present your results. Aim for 10-20 slides excluding contents/title slides/appendix.

INFORMATION TO HELP YOU INTERPRET THE DATA

Numbers 1 and 2 are UK Retailers
LowFat CampaignTVRs TVRs are TV Ratings Points. This is a measure of the quantity of TV advertising bought and seen. The target a
Regular CampaignTVRs TVRs are TV Ratings Points. This is a measure of the quantity of TV advertising bought and seen. The target a
LowFat CampaignSpend Adspend
Regular CampaignSpend Adspend
Market Value Total value of the dairy product category sold in £s (i.e. this means our client's brand PLUS all competitors)
Market Volume Total volume of the dairy product sold in kgs (i.e. i.e. this means our client's brand PLUS all competitors)
LowFat Distribution The percentage of outlets that stock the product.
LowFat Display The percentage of outlets that support promotions with "off-shelf display" for example Gondola Ends (we su
LowFat Feature and Display The percentage of outlets that support promotions with both on-shelf feature and off-shelf display
LowFat Feature The percentage of outlets that support promotions with "on-shelf feature" for example Shelf Wobblers (we
LowFat Multibuy The percentage of outlets with multibuy promotions. (I.e where you need to buy multiple products for a dea
LowFat Units Units sold.
LowFat Value Value sold in £s
LowFat Volume Volume sold in Kgs.
Not
Feature and Display means an outlet has a c
Regular Distribution See above.
Display means
Regular Display See above. Feature means
Regular Feature and Display See above.
Regular Feature See above.
Regular Multibuy See above.
Regular Units See above.
Regular Value See above.
Regular Volume See above.
Premium Distribution See above.
Premium Display See above.
Premium Feature and Display See above.
Premium Feature See above.
Premium Multibuy See above.
Premium Units See above.
Premium Value See above.
Premium Volume See above.
w the data for one of their products. The product comes in 3 variants - Low Fat, Regular and Premium.
e smaller retailer. Retailer 1 is big, Retailer 2 is smaller.

rs differ. Put some graphs together that "paint a picture" to help your audience understand the data better.
d? How does this change through time?
urely in terms of volume sold?
ve profitability. What have they done and does it appear to have worked? (Hint - you do not have to build an econometric model to answer this question).
Using the information you have, can you make an educated guess about which campaigns were least likely to break even? What is your reasoning? (Hint - you don't have

s for the Regular product variants.

ed on the RHS?
and demonstrate insight.
good headings and answering th exam questions!
title slides/appendix.

vertising bought and seen. The target audience is broadly defined as "All Adults" (we suggest some research on Google)
vertising bought and seen. The target audience is broadly defined as "All Adults" (we suggest some research on Google)

r client's brand PLUS all competitors)

client's brand PLUS all competitors)

play" for example Gondola Ends (we suggest some research on Google)
elf feature and off-shelf display
ture" for example Shelf Wobblers (we suggest some research on Google)
need to buy multiple products for a deal in-store)

Note:
Display means an outlet has a combination of both Feature and Display.
Display means Display ONLY
Feature means Feature ONLY
oning? (Hint - you don't have to build an econometric models to answer this question.)
 obs LowFat Campaign A TVRs LowFat Campaign B TVRs
6/25/2016 0 0
7/2/2016 93 0
7/9/2016 146.6 0
7/16/2016 12.3 0
7/23/2016 58.5 0
7/30/2016 7.9 0
8/6/2016 47.7 0
8/13/2016 6.8 0
8/20/2016 43 0
8/27/2016 0 0
9/3/2016 0 0
9/10/2016 0 0
9/17/2016 0 0
9/24/2016 0 0
10/1/2016 0 0
10/8/2016 0 0
10/15/2016 0 0
10/22/2016 0 0
10/29/2016 0 0
11/5/2016 0 0
11/12/2016 0 0
11/19/2016 0 0
11/26/2016 0 0
12/3/2016 0 0
12/10/2016 0 0
12/17/2016 0 0
12/24/2016 0 0
12/31/2016 0 0
1/7/2017 0 0
1/14/2017 0 0
1/21/2017 0 0
1/28/2017 0 0
2/4/2017 0 0
2/11/2017 0 0
2/18/2017 0 0
2/25/2017 0 0
3/4/2017 0 0
3/11/2017 0 0
3/18/2017 0 0
3/25/2017 0 0
4/1/2017 0 0
4/8/2017 0 0
4/15/2017 0 0
4/22/2017 0 0
4/29/2017 0 0
5/6/2017 0 0
5/13/2017 0 0
 5/20/2017 0 0
5/27/2017 0 0
6/3/2017 0 0
6/10/2017 0 0
6/17/2017 0 0
6/24/2017 0 0
7/1/2017 0 0
7/8/2017 0 0
7/15/2017 0 0
7/22/2017 0 0
7/29/2017 0 0
8/5/2017 0 0
8/12/2017 0 0
8/19/2017 0 0
8/26/2017 0 0
9/2/2017 0 0
9/9/2017 0 0
9/16/2017 0 0
9/23/2017 0 0
9/30/2017 0 0
10/7/2017 0 0
10/14/2017 0 0
10/21/2017 0 0
10/28/2017 0 0
11/4/2017 0 0
11/11/2017 0 0
11/18/2017 0 0
11/25/2017 0 0
12/2/2017 0 0
12/9/2017 0 0
12/16/2017 0 0
12/23/2017 0 0
12/30/2017 0 0
1/6/2018 0 0
1/13/2018 0 0
1/20/2018 0 0
1/27/2018 0 0
2/3/2018 0 0
2/10/2018 0 0
2/17/2018 0 0
2/24/2018 0 0
3/3/2018 0 0
3/10/2018 0 0
3/17/2018 0 0
3/24/2018 0 0
3/31/2018 0 0
4/7/2018 0 0
4/14/2018 0 0
 4/21/2018 0 0
4/28/2018 0 0
5/5/2018 0 0
5/12/2018 0 0
5/19/2018 0 0
5/26/2018 0 0
6/2/2018 0 0
6/9/2018 0 0
6/16/2018 0 0
6/23/2018 0 0
6/30/2018 0 0
7/7/2018 0 101.7
7/14/2018 0 103.1
7/21/2018 0 65
7/28/2018 0 55.2
8/4/2018 0 50.7
8/11/2018 0 69.3
8/18/2018 0 59.2
8/25/2018 0 54.4
9/1/2018 0 7.9
9/8/2018 0 0
9/15/2018 0 0
9/22/2018 0 0
9/29/2018 0 0
10/6/2018 0 0
10/13/2018 0 0
10/20/2018 0 0
10/27/2018 0 0
11/3/2018 0 0
11/10/2018 0 0
11/17/2018 0 0
11/24/2018 0 0
12/1/2018 0 0
12/8/2018 0 0
12/15/2018 0 0
12/22/2018 0 0
12/29/2018 0 0
Regular Campaign B TVRs Regular Campaign E TVRs Regular Campaign D TVRs
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Regular Campaign C TVRs Regular Campaign A TVRs Regular Campaign F TVRs
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59.7 0 0
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51.4 0 0
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61.1 0 0
14.1 0 0
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17.9 0 0
72.8 0 0
10.4 0 0
63.6 0 0
14.6 0 0
69.4 0 0
18.6 0 0
68.3 0 0
13.4 0 0
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18.1 0 0
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13.2 0 0
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25.2 0 0
56.2 0 0
10.6 0 0
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LowFat Campaign A Spend LowFat Campaign B Spend Regular Campaign B Spend
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Regular Campaign E Spend Regular Campaign D Spend Regular Campaign C Spend
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Regular Campaign A Spend Regular Campaign F Spend LowFat Distribution 1
0 0 87
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0 0 86
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0 0 81.9599999999999
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0 199750 82.00451
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LowFat Distribution 2 LowFat Display 1 LowFat Display 2 LowFat Feature and Display 1
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LowFat Feature and Display 2 LowFat Feature 1 LowFat Feature 2 LowFat Multibuy 1
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0 0 0 0
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LowFat Multibuy 2 LowFat Units 1 LowFat Units 2 LowFat Value 1
0 31313 13255 108044.8
0 24054 14339 95412.2
0 22971 13215 91188.2
0 22854 13374 90689.6
0 22994 29717 91259.4
7 31944 37278 112878.7
0 38489 36851 133028.2
0 41283 21660 139132.9
0 28544 15484 107999.5
0 25941 15682 88447.6
0 23011 14320 77305.5
0 21330 18677 71691.3
0 36090 22797 110957
3 46480 24143 139434.4
0 45577 18136 136734.4
0 45404 13930 136217.6
0 45374 13890 136116.3
0 46989 14070 140972.9
39 32191 30823 111353.7
73 18954 41716 78026.4
0 18034 20915 74263.6
0 21103 10304 81768.5
0 19299 10659 78699.3
0 21377 10659 79515
0 20212 11934 80709
0 18255 13744 74749.1
0 140441 8314 301529.9
0 427626 13838 867395.2
0 136251 11110 303188.5
0 18128 12162 71159
0 17673 12753 69399.5
0 41174 12433 125344.2
0 51886 12902 155692.1
0 37768 12857 113268.8
0 88778 12196 266367
0 122773 10397 368261.9
0 108147 9573 324438.5
0 91518 8638 262515.8
0 45143 9328 149786.2
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