SummitOASIS ℠
A Marketing Mix Optimization Tool that can be used to determine the correct marketing mix (traditional and digital) across your brands and product portfolio, while incorporating regional differences. This is a highly effective tool as it allows the marketer to allocate budgetary dollars across his portfolio efficiently in order to maximize volume/profits.
OASIS℠ is a highly valuable tool and can address the following business issues:
- Is our planned budget level and pricing optimal to attain objectives?
- Is our current mix optimal?
- Allocation between advertising vs. promotion for each brand as well as allocation across our brands and categories.
- Allocation between traditional and digital media vehicles.
- Allocation by geographic franchise areas.
- Are we allocated to meet management's objectives?
- Share maximize in high franchise area to maintain competitive leverage with trade. Profit maximize in medium franchise.
- Attain share objective in the low franchise area to avoid erosion due to distribution loss.
- Are we allocated optimally by season? Leveraging for contra-seasonal spending.