Data Analysis

Brands

Dashboards

Brandactivities

Promotional lift analysis

Category management

marketing that works…

My way of approaching marketing

campaigns start with fact based data

resulting in fresh, creative solutions

which produce results!

…by alvaro

% of Total

Volume

Volume %

Change vs

YAGO

Average Promo

Discount

Volume %

on

Promotion

% ACV

Selling

Green

shading

indicates

>10%

Blue indicates

growth & red

decrease

Red indicates spend

rate is >10%

Red

indicates>

than avg.

trade spend

Boxes

illustrage

market

share

Boar's Head 28.79% 9.9% 2.7% 9.9% 19.9%

Dofino 22.62% -2.8% 7.4% 18.2% 41.2%

Castello 13.09% 22.5% 10.0% 26.1% 25.6%

Unbranded 7.78% 1.0% -2.6% 5.5% 4.5%

Denmark's Finest 5.14% -26.9% -5.3% 15.8% 11.9%

PRIVATE LABEL 5.56% -3.4% 5.5% 10.9% 6.2%

Ostenberg 4.33% 42.0% 16.0% 25.2% 2.4%

Roth Kase 2.26% 21.3% 6.7% 18.3% 6.9%

King's Choice 2.06% -16.0% 6.7% 21.7% 4.0%

Amish Country Cheese 4.23% 22.1% 13.3% 60.9% 4.5%

Top 10 Havarti Brands

shown

Data transformed into actionable information

“Converting data into insightful information requires careful data analysis and choosing what is relevant and the best way to illustrate it via chart, table or verbiage. “

fact based marketing…

…by alvaro

372,601

6,711 10,643

14,348

364

164,026

11,29712,213

17,092

335

123,915

131,502

102,203

7,726

6,657

112,329

15,590

21,8553,000

3,549

80,877

76,463

11,6328,691

4,667

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

ANCOSOUTH EAST

ANCO WESTCOAST

ANCONORTH EAST

ANCOSOUTH

CENTRAL

ANCO MIDWEST

NON EXCLUSIVE ANCO BRANDS SAVENCIA

ALOUETTE EXCLUSIVE

fact based marketing…

…by alvaro

I created these charts with sales & marketing managers in mind. Therefore, I chose the following information; Volume and volume change, average promo discount, volume on promotion and ACV.

Moreover, I converted all volume and sales numbers to percentages. Finally, I used conditional formatting. All to create a useful dashboard.

produces great product launches…

“Product launches require creating a relatable or unique persona & having all thebases covered; strong promotions, great presentation and always a great story to tell”

…by alvaro

…by alvaro

produces great packaging…

after“Tired looking packaging…refreshed! Research provided good fodder for the following packaging solutions!

…by alvaro

produces great packaging…

after

produces promotions that work…

…by alvaro

…by alvaro

produces incremental sales…

generates great category managment…

…by alvaro

“Understanding how the consumer shops played a pivotal role in the creation of this category management program”

profit generating POS…

…by alvaro

“Working with high value customers to create profit generating and consumer friendly POS”