In the highly-seasonal industry of whiskeys, Christmas plays an essential role in the total sales of the year. Our client wanted to know the impact on sales of bringing forward their Christmas campaign for one of their major brands. The client was especially interested in knowing the effect of this strategy at a segment level.

The client was able to understand the behavior of different market segments to changes in the campaign timings. These scenarios helped the client to define short and long-run strategies that focus on “Regular Guys” and “Young Occasionals” to leverage sales in these target segments.