Planning and forecasting in direct marketingFor Direct Wines, the world’s largest direct-to-consumer wine merchant, Golden Orb were engaged to develop a comprehensive marketing system to deliver reporting, planning and forecasting. Nothing comparable was available o!-the-shelf, and Golden Orb developed a tool which:

campaigns

these marketing plans

by order channel to allow them to manage resources

volumes and "nancials – down to net contribution level

few days

business

campaigns and media for cost-e!ectiveness

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“At the heart of the Direct Wines business (best known for our Laithwaite’s Wine,

Sunday Times Wine Club and Virgin Wines brands), are decisions we make about

where to invest our marketing spend: which consumers we should be aiming to recruit as

new customers; which channel (e-mail, the web, direct mail, the phone, etc) we should be using to encourage those customers to

buy more of their wines from us and how to assess the pro!tability of all of our di"erent

marketing activity.

Having never solved this problem properly (over nearly four decades!), we turned to Golden Orb to create a simple, clear and

clean system, which everyone (from CEO to Marketing Assistant) would !nd easy to use,

to crack the problem once and for all.

Now rolled out into our businesses in the US, UK, Australia, Germany, Hong Kong, Poland

and shortly, India, GMS provides the guiding star which leads our marketers in the right

direction and gives us the visibility over the return that we have achieved (and could

achieve) on all marketing investment.”

Simon McMurtrieGlobal CEO, Direct Wines

Case Study

Direct Wines: Global Marketing System

www.golden-orb.ltd.uk

Planning and evaluation of trade promotionsRunning e!ective trade promotions is essential to success in today’s FMCG marketplace, accounting for around half of total marketing spend. For Unilever UK, we developed a system to allow account managers to design and plan promotions, monitor them as they happened and conduct pre- and post-evaluation of their e!ectiveness and Return on Investment (ROI). With the ability to phase promotional sales over time and links to "nancial and other

advance, including a complete pro"t and loss account from total sales down to gross pro"t.

The detailed database of promotional information and sales volumes stretching back many years represents a great source of competitive advantage by allowing evaluation of past promotional e!ectiveness to optimise future planning.

The system was used to manage all trade promotions in the Home

planning

soon as any changes are made

actual sales are loaded

on change of baseline

aggregate level

either banded packs or their constituents

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“I would highly recommend the management services of Golden Orb who

have helped design, support and maintain the Unilever sales planning tools.”

Paul O’BrienCustomer Development Inovation

and Development ManagerUnilever UK

Case Study

Unilever: Promotions management system

www.golden-orb.ltd.uk

To discuss how we can help you get more value from your data, please telephone 01784 818 049

Case Study

www.golden-orb.ltd.uk

To discuss how we can help you get more value from your data, please telephone 01784 818 049

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