Price & Promotion Experts
Quantitative CPG modeling, simulation and consulting to optimize price, pack-size and trade.
- Better models (consistent, reasonable, repeatable)
- Full category modeling (all competitors interacting with roll-ups to any level)
- Superior simulation software (Profit Planner)
- Built for large-scale projects: 100+ PPGs, 100+ retailers
- Complete financials (Client Manufacturer AND competitors AND retailers, net sales/profits, trade spending, etc)
- Faster turn-around
- More cost-effective
Mark Laceky
Founder & President
Adam Rutan
Research & Development
Ty Fernandez-Cuervo
Analytics & Client Service
Our Philosophy
- Complement existing systems – don’t replace!
- A complete category perspective is crucial when making category, portfolio or retailer plans.
- Important to have a holistic system integrating pack-level models, category structure, financial structures and product characteristics
- Item-level results must aggregate to accurate category, segment and brand results – net of cannibalization.
- Complete competitive interactions across every player in the category are necessary to understand true brand and category impacts.
- Complete financial metrics for all category players are essential when formulating the optimum competitive plan.
Bottom Up & Top Down Modeling:
Traditional modeling approaches reached their limit years ago. Costly, incomplete, time-consuming, inaccurate, pack-size models run in isolation miss the big picture.
mLogic goes beyond traditional methods by integrating pack-size modeling into a complete category architecture. Proprietary algorithms and category structure inform a complete simulation and financial estimation system to provide accuracy at every level.
Macro Logic - Top-Down Category Architecture
Category price elasticity and promotion incrementality.
Characteristic loyalties and market structure.
Micro Logic - Focused, Bottom-Up, Item-Level Analysis
Regular price elasticity, pack-size elasticity
Trade promotion price coefficients and multipliers
Market Logic - Net of Cross-Retailer Steal
Action taken by a US Food retailer will drive more volume in that retailer than in Total US Food
Committed to helping our clients succeed
Key Questions We answer
Should We Take Price?
Our cost of goods are going up – How should we price? New price points? Pack-size changes? Trade promotion changes? All of the above?
What If Competitors Follow?
What if my main competitor follows? What if all my competitors follow?
How Can We Drive Trade Spend ROI?
What are drivers of trade spend ROI? How can it be improved?
Where Should We Spend Trade?
Where should I spend more? Less? What is the net impact on the bottom line of reallocating trade budgets?
What are my Competitors doing?
What are my competitors spending on trade promotion? How do I compare? Who is over-spending and who is under-spending?
Can I Improve My Promotion Mix?
Should I run more feature ads? Less? More TPR’s? Is frequency better than depth of discount? How important are displays?
What Should Our Trade Rates Be?
What new trade rates will be necessary to achieve our new trade promotion plan? EDLP rate vs High-Low rate? What should we budget?
What Is The Retailer Impact?
What will be the impact on the retailer's category sales? Retailer profit? Impact on Private Label?
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Base Plans
Starting plans created to reflect the latest pricing, market share, pack-sizes & promotion plans.
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Input POS Plan Changes
Base price, size, promotion frequency, mix, price points, velocity and distribution.
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Input Cost Changes
Go with the current list prices and costs of goods or change them for your scenario.
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POS Results
View the impact of your scenario at retail.
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Financial Results
View the financial impact of your scenario. For your brand, competitors or the retailer.
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Interactive Charting
Understand your pricing power, promotion power, current trade ROI and ROI drivers using mLogic’s visual learning lab. Compare across the category or view individual segments one at a time.
Driving Profit For The Leading Brands
Our Clients
