Hypermarket Personal Care Campaign

In: Computers and Technology

Submitted By guruhksp
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Dove Valentine Mailing Campaign Course Name: Business Analytics Using Data Mining Submitted by: (Student names) Group Members (8A)
Harneet Chawla Ankit Sobti Kanika Miglani Varghese Cherian Saad Khan

Note: Considering our client is an FMCG, each technique mentioned below has been explained in detail ensuring thorough/easy understanding.

Business Analytics Using Data Mining – Final Project Valentine Coupon Scheme

Executive summary Business problem We have been hired by our client, a reputed FMCG conglomerate, Unilever as data mining consultants. Our client has a range of products in the Personal Care Category that comprises of soaps etc. One of the brands that our client happens to own is the Dove brand of soap. For the first time the client is formulating a Valentine mai-in-coupon scheme to be rolled out in the month of February (next year). The scheme has the following business objectives: 1) Understand the customer profile of those customers who buy Dove soap. 2) Based on the customer profile understanding, predict for next year, new customers who are most likely to buy Dove. 3) Send out a mail-in-discount coupon to those respective customers of Hypermarket. 4) Client will be conducting a promotional campaign for which it will be incurring substantial costs thus it wants to ensure that next year when the campaign is rolled out, the coupons are sent out to customers who are most likely to avail them. 5) Client wants to increase customer loyalty towards Dove soap, considering the intense competition and low switching costs in the category. Our client believes that executing this promotion would boost sales of Dove in February. Benefits The mailing campaign that the client plans to execute will be targeted at new customers from various cities who are similar in demographics and other purchasing behavior to those purchasing Dove in the previous year. This…...

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