SalesBuilder

SalesBuilder® is a leading marketing mix model used to improve the ROI of your marketing support - on mature or recently launched brands.

SalesBuilder offers a unique approach to modelling the effect of advertising, positioning and brand equity. It combines this with the impact of short-term activity to provide the only true measure for CEO's and CMO's to quantify and improve their decision-making in both the long and short term.

SalesBuilder captures all the factors that influence your brand's sales. It quantifies the key levers to increase your sales. And it simulates strategies that will allow you to discover the most efficient plan for growth. The result? You can reduce your marketing costs and optimize your brand's profit. It offers unmatched simulation capabilities - including both marketing plan changes and changes to the brand's copy, positioning, product or price. 

Sales Builder has real advantages:

• Our approach is unique in that it combines both short and long term effects of marketing investment on sales and Equity making it a holistic model
• Analyses the category not just the brand
• Ad Copy Quality is integrated within the Advertising impact
• It is a Global tool (been around for 20 yrs)
• We have built a database of over 50,000 brands, 250 categories in 55 countries
• Unmatched Simulation capabilities (can include portfolio and competitors)
• Thresholds and saturation points are established, critical for knowledge of efficient areas
• Forecasts are robust (accurate & reliable) even if the mix or the competitive situation is changing

Because of our wealth of experience with in-market modelling of brand sales we know the importance of understanding the longer term variations in brand strength, as well as the more obvious short-term effects, such as price-cutting, promotions, and changes in distribution.

Case Study

Issue
A multinational food company wanted to understand the impact of reducing advertising on one of its leading brands. The brand was mature and management felt that without "new news," copy would not be very efficient in driving sales. Money was diverted from advertising to trade activities to build share. Prior marketing mix analysis had shown that these activities had higher ROI.

Findings
Using our Sales Builder model, Ipsos MORI was able to show the client that without advertising support, the underlying equity of the brand had started to erode. We then simulated the support levels necessary to achieve similar equity prior to the reduction in advertising. We were also able to analyze the various aspects of the copy and positioning and were able to identify the specific areas of improvement that would deliver sales most efficiently.

Result
The client improved the copy based on our recommendations. Advertising support was increased, but not to previous levels. However, equity grew back to previous levels due to the greater effectiveness of the copy. Ipsos forecast sales at various spending levels. Results were within 3% of actual sales.