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L'OR line extends with confidence coming from AI driven sales volume forecasts
Jackie Tarran, Strategir
The Future of AI
& Automation
	
	
L'OR line extends with
confidence coming from AI
driven sales volume
forecasts
Jackie Tarran
Strategir
L'OR line extends with confidence coming from AI driven sales volume forecasts
Jackie Tarran, Strategir
The Future of AI &
Automation
L'OR line extends with confidence coming
from AI driven sales volume forecasts
L'OR line extends with confidence coming from AI driven sales volume forecasts
Jackie Tarran, Strategir
The Future of AI &
Automation
3
Marketing objective: make the L'OR multi-serve range more premium
Switch out 3 current SKUs (1x250gr) and launch 2 new SKUs (2x250g)
Launch of new range L'OR premium
L'OR line extends with confidence coming from AI driven sales volume forecasts
Jackie Tarran, Strategir
The Future of AI &
Automation
Minimum 300 Tons
for L'OR new
Torréfaction range
Increase share of
volume at premium
range level
JDE Action Standards
Estimate the volume forecast for the
new JDE offer after relaunch
L'OR line extends with confidence coming from AI driven sales volume forecasts
Jackie Tarran, Strategir
The Future of AI &
Automation
Conditions of success for solid volume forecast
Considers each buyer
as unique throughout
the entire modelling
process
Integrates the right
context for purchase
through a realistic
shopping situation
Recreates the multitude
of individual behaviours
with powerful AI
L'OR line extends with confidence coming from AI driven sales volume forecasts
Jackie Tarran, Strategir
The Future of AI &
Automation
Capture consumers’ natural
behaviour
L'OR line extends with confidence coming from AI driven sales volume forecasts
Jackie Tarran, Strategir
The Future of AI &
Automation
Each consumer
is unique and
reacts in their
own way to an
innovation
& its marketing
L'OR line extends with confidence coming from AI driven sales volume forecasts
Jackie Tarran, Strategir
The Future of AI &
Automation
AI applied to individual profiles uncovers the
diversity of the market
L'OR line extends with confidence coming from AI driven sales volume forecasts
Jackie Tarran, Strategir
The Future of AI &
Automation
Uncover the role in consumption baskets
L'OR line extends with confidence coming from AI driven sales volume forecasts
Jackie Tarran, Strategir
The Future of AI &
Automation
Michael
“I like powerful aroma with a
slight grilled hazelnut taste.
The refined taste of Torréfaction
Ambrée is just for me!”
Michael’s behaviour
2 SKUs per month
24%	
Innovation within his
shopping basket:
Starting with 200 respondents, like Michael
L'OR line extends with confidence coming from AI driven sales volume forecasts
Jackie Tarran, Strategir
The Future of AI &
Automation
Category purchases of Michael
Michael’s purchases
L'OR line extends with confidence coming from AI driven sales volume forecasts
Jackie Tarran, Strategir
The Future of AI &
Automation
1
April
2
May
3
June
4
July
5
August
6
September
7
October
8
November
9
December
10
January
11
February
12
March
13
April
20% 40%
55%
65%
Communication
Distribution (%WTD)
82%
200K
€
300K
€
350K
€
300K
€
Indicative marketing plan to respect the confidentiality of the launch
The launch plan for the new L’OR sub-range
L'OR line extends with confidence coming from AI driven sales volume forecasts
Jackie Tarran, Strategir
The Future of AI &
Automation
Innovation purchases of Michael
Category purchases of Michael
Buy
Not
buy
1
April
2
May
3
June
4
July
5
August
6
September
7
October
8
November
9
December
10
January
11
February
12
March
13
April
20% 40%
55%
65%
Communication
Distribution (%WTD)
82%
200K
€
300K
€
350K
€
300K
€
Michael’s purchases
L'OR line extends with confidence coming from AI driven sales volume forecasts
Jackie Tarran, Strategir
The Future of AI &
Automation
Innovation purchases of ‘Virtual’ Michael 2
1
April
2
May
3
June
4
July
5
August
6
September
7
October
8
November
9
December
10
January
11
February
12
March
13
April
20% 40% 55%
65%
Communication
Distribution (%WTD)
82%
200K
€
300K
€
350K
€
300K
€
From ‘real’ Michael to Virtual ones
Category purchases of Michael
Innovation purchases of ‘Virtual’ Michael 1
Innovation purchases of Michael
L'OR line extends with confidence coming from AI driven sales volume forecasts
Jackie Tarran, Strategir
The Future of AI &
Automation
Innovation purchases of ‘Virtual’ Michael 2
1
5
Category purchases of Jeff
Innovation purchases of ‘Virtual’ Michael 1
Innovation purchases of Michael
Up to 2 millions of Virtual consumers
25
L'OR line extends with confidence coming from AI driven sales volume forecasts
Jackie Tarran, Strategir
The Future of AI &
Automation
0
20
40
60
80
100
120
140
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13
0
10
20
30
40
50
60
70
80
Base	line Promotion Advertising Market	Seasonality
Year 1 Year 2
Etc.
Build total volume from individual ones
L'OR line extends with confidence coming from AI driven sales volume forecasts
Jackie Tarran, Strategir
The Future of AI &
Automation
Volume
Current line		
(market	panel	
data)	
Full Results
Incl.	targeted	WD	
+	Marke9ng	plan	
1,283 T
1,445 T
+12.6%
Forecast on L'OR premium range
200
0 0 0 0 0 0 0
300
350
300
0 0
0
50
100
150
200
250
300
350
400
-
20
40
60
80
100
120
140
160
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13
Investmentscale(k€)
Volumescale(tons)
Per 4 week period / ad investment
Baseline (volume sans pub) Volume additionnel de pub Investissement en k€
L'OR line extends with confidence coming from AI driven sales volume forecasts
Jackie Tarran, Strategir
The Future of AI &
Automation
Minimum 300 Tons
for L'OR new
Torréfaction range
Action Standards
Sales for the new JDE offer after
relaunch
210 tons
in Y2
218 tons
in Y2
428 tons
R.O.I. = 1.37
Increase share of
volume at premium
range level
+20.7%
L'OR line extends with confidence coming from AI driven sales volume forecasts
Jackie Tarran, Strategir
The Future of AI &
Automation
Artificial Intelligence
multiplies confidence in
sales volume forecasts
Google	Play	Store
L'OR line extends with confidence coming from AI driven sales volume forecasts
Jackie Tarran, Strategir
The Future of AI &
Automation
Thank You!Contact:
Jackie TARRAN
T : +44 (0)203 735 9050
M : +44 (0)7538 212 610
jtarran@strategir.com
www.strategir.com
Contact:
Jackie TARRAN
T : +44 (0)203 735 9050
M : +44 (0)7538 212 610
jtarran@strategir.com
L'OR line extends with confidence coming from AI driven sales volume forecasts
Jackie Tarran, Strategir
The Future of AI
& Automation
	
	
Q	&	A	
Jackie	Tarran	
Strategir	
Ray	Poynter	
NewMR
L'OR line extends with confidence coming from AI driven sales volume forecasts
Jackie Tarran, Strategir
The Future of AI
& Automation
	
	
NewMR	2018	Sponsors	
Communica9on	
Silver	
Gold

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L’OR line extends with confidence coming from AI driven sales volume forecasts

  • 1. L'OR line extends with confidence coming from AI driven sales volume forecasts Jackie Tarran, Strategir The Future of AI & Automation L'OR line extends with confidence coming from AI driven sales volume forecasts Jackie Tarran Strategir
  • 2. L'OR line extends with confidence coming from AI driven sales volume forecasts Jackie Tarran, Strategir The Future of AI & Automation L'OR line extends with confidence coming from AI driven sales volume forecasts
  • 3. L'OR line extends with confidence coming from AI driven sales volume forecasts Jackie Tarran, Strategir The Future of AI & Automation 3 Marketing objective: make the L'OR multi-serve range more premium Switch out 3 current SKUs (1x250gr) and launch 2 new SKUs (2x250g) Launch of new range L'OR premium
  • 4. L'OR line extends with confidence coming from AI driven sales volume forecasts Jackie Tarran, Strategir The Future of AI & Automation Minimum 300 Tons for L'OR new Torréfaction range Increase share of volume at premium range level JDE Action Standards Estimate the volume forecast for the new JDE offer after relaunch
  • 5. L'OR line extends with confidence coming from AI driven sales volume forecasts Jackie Tarran, Strategir The Future of AI & Automation Conditions of success for solid volume forecast Considers each buyer as unique throughout the entire modelling process Integrates the right context for purchase through a realistic shopping situation Recreates the multitude of individual behaviours with powerful AI
  • 6. L'OR line extends with confidence coming from AI driven sales volume forecasts Jackie Tarran, Strategir The Future of AI & Automation Capture consumers’ natural behaviour
  • 7. L'OR line extends with confidence coming from AI driven sales volume forecasts Jackie Tarran, Strategir The Future of AI & Automation Each consumer is unique and reacts in their own way to an innovation & its marketing
  • 8. L'OR line extends with confidence coming from AI driven sales volume forecasts Jackie Tarran, Strategir The Future of AI & Automation AI applied to individual profiles uncovers the diversity of the market
  • 9. L'OR line extends with confidence coming from AI driven sales volume forecasts Jackie Tarran, Strategir The Future of AI & Automation Uncover the role in consumption baskets
  • 10. L'OR line extends with confidence coming from AI driven sales volume forecasts Jackie Tarran, Strategir The Future of AI & Automation Michael “I like powerful aroma with a slight grilled hazelnut taste. The refined taste of Torréfaction Ambrée is just for me!” Michael’s behaviour 2 SKUs per month 24% Innovation within his shopping basket: Starting with 200 respondents, like Michael
  • 11. L'OR line extends with confidence coming from AI driven sales volume forecasts Jackie Tarran, Strategir The Future of AI & Automation Category purchases of Michael Michael’s purchases
  • 12. L'OR line extends with confidence coming from AI driven sales volume forecasts Jackie Tarran, Strategir The Future of AI & Automation 1 April 2 May 3 June 4 July 5 August 6 September 7 October 8 November 9 December 10 January 11 February 12 March 13 April 20% 40% 55% 65% Communication Distribution (%WTD) 82% 200K € 300K € 350K € 300K € Indicative marketing plan to respect the confidentiality of the launch The launch plan for the new L’OR sub-range
  • 13. L'OR line extends with confidence coming from AI driven sales volume forecasts Jackie Tarran, Strategir The Future of AI & Automation Innovation purchases of Michael Category purchases of Michael Buy Not buy 1 April 2 May 3 June 4 July 5 August 6 September 7 October 8 November 9 December 10 January 11 February 12 March 13 April 20% 40% 55% 65% Communication Distribution (%WTD) 82% 200K € 300K € 350K € 300K € Michael’s purchases
  • 14. L'OR line extends with confidence coming from AI driven sales volume forecasts Jackie Tarran, Strategir The Future of AI & Automation Innovation purchases of ‘Virtual’ Michael 2 1 April 2 May 3 June 4 July 5 August 6 September 7 October 8 November 9 December 10 January 11 February 12 March 13 April 20% 40% 55% 65% Communication Distribution (%WTD) 82% 200K € 300K € 350K € 300K € From ‘real’ Michael to Virtual ones Category purchases of Michael Innovation purchases of ‘Virtual’ Michael 1 Innovation purchases of Michael
  • 15. L'OR line extends with confidence coming from AI driven sales volume forecasts Jackie Tarran, Strategir The Future of AI & Automation Innovation purchases of ‘Virtual’ Michael 2 1 5 Category purchases of Jeff Innovation purchases of ‘Virtual’ Michael 1 Innovation purchases of Michael Up to 2 millions of Virtual consumers 25
  • 16. L'OR line extends with confidence coming from AI driven sales volume forecasts Jackie Tarran, Strategir The Future of AI & Automation 0 20 40 60 80 100 120 140 P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 0 10 20 30 40 50 60 70 80 Base line Promotion Advertising Market Seasonality Year 1 Year 2 Etc. Build total volume from individual ones
  • 17. L'OR line extends with confidence coming from AI driven sales volume forecasts Jackie Tarran, Strategir The Future of AI & Automation Volume Current line (market panel data) Full Results Incl. targeted WD + Marke9ng plan 1,283 T 1,445 T +12.6% Forecast on L'OR premium range 200 0 0 0 0 0 0 0 300 350 300 0 0 0 50 100 150 200 250 300 350 400 - 20 40 60 80 100 120 140 160 P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 Investmentscale(k€) Volumescale(tons) Per 4 week period / ad investment Baseline (volume sans pub) Volume additionnel de pub Investissement en k€
  • 18. L'OR line extends with confidence coming from AI driven sales volume forecasts Jackie Tarran, Strategir The Future of AI & Automation Minimum 300 Tons for L'OR new Torréfaction range Action Standards Sales for the new JDE offer after relaunch 210 tons in Y2 218 tons in Y2 428 tons R.O.I. = 1.37 Increase share of volume at premium range level +20.7%
  • 19. L'OR line extends with confidence coming from AI driven sales volume forecasts Jackie Tarran, Strategir The Future of AI & Automation Artificial Intelligence multiplies confidence in sales volume forecasts Google Play Store
  • 20. L'OR line extends with confidence coming from AI driven sales volume forecasts Jackie Tarran, Strategir The Future of AI & Automation Thank You!Contact: Jackie TARRAN T : +44 (0)203 735 9050 M : +44 (0)7538 212 610 jtarran@strategir.com www.strategir.com Contact: Jackie TARRAN T : +44 (0)203 735 9050 M : +44 (0)7538 212 610 jtarran@strategir.com
  • 21. L'OR line extends with confidence coming from AI driven sales volume forecasts Jackie Tarran, Strategir The Future of AI & Automation Q & A Jackie Tarran Strategir Ray Poynter NewMR
  • 22. L'OR line extends with confidence coming from AI driven sales volume forecasts Jackie Tarran, Strategir The Future of AI & Automation NewMR 2018 Sponsors Communica9on Silver Gold