Demand Space Forecasting and Portfolio Alignment

A global Spirits company wished to better understand drinking occasions across its top 10 markets to ensure alignment of its portfolio and marketing with likely future demand.

Our solution

• GlobalData created a forecasting model that segmented top markets into 12 key demand spaces. Demand spaces considered not only occasions but also emotions and energy-levels, as opposed to more traditional segmentation models.
• Each demand space was sized with a dollar value, and then forecasted to understand the size of the opportunity.
• Brands within the company’s portfolio were then mapped against these demand space forecasts to identify potential white spaces and opportunities to shift portfolio strategy, channel strategy and marketing strategy.

Outcome

The model formed the backbone of the client’s medium-term business planning processes, driving decision-making on portfolio, innovation, channel strategy, pricing and marketing across its core markets.