Event: Analytics Client Seminar 2024

Kantar organised a client event titled “Monetizing Path to Purchase – Dominate the Market by Decoding Shoppers’ Behaviour” in Kuala Lumpur on 27th June 2024, aiming to help marketers navigate the current FMCG landscape, identify what to watch out for, and discover where the next opportunities lie.

Many FMCG categories are under pressure to increase prices due to inflation. Kantar demonstrated several Analytics shopper solution case studies in the region, showing how manufacturers leverage shopper data to identify white space, mitigate revenue risk post-price increase, and optimise promo incrementality.

Shopper recruitment is the key growth driver for marketers; hence managing the entire portfolio to reach the greatest number of shoppers is essential. Furthermore, Malaysia, being a very promotion-driven country compared to other ASEAN markets, makes it inevitable for manufacturers to engage in promotions. However, the focus is on how to do it effectively. Insights were shared via panel discussions, presentations, and an interactive booth session towards the end of the seminar. These sessions showcased our solutions of Pack Price Architecture (PPA), Price Elasticity, and Promo Effectiveness, encouraging more discussion, brainstorming, and interaction with the simulator. The event was well received by the participating clients.