Consumer Packaged Goods Company Improves Coupon Effectiveness by Using Flexible Simulation Tool to Design Coupons SITUATION The need for businesses to understand the true impact of coupon promotions in line with marketing objectives and costs involved was imperative to get ahead of competition. IMPACT With a key focus on achieving targeted results at optimal costs, companies took their decisions on Coupon Promotions in a scientific manner based on analyses of their historical data. RESOLUTION We correlated consumption data from key accounts with coupon redemptions apart from data on a few more internal & external parameters. Our solution evaluated effectiveness of Coupons at the brand, sub-brand and PPG level. We developed a user friendly Simulator tool to help design

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