Mitchells and Butlers案例研究 案例分析
细分品牌落位
厘清15个细分品牌的复杂布局
研究课题
Mitchells and Butlers own brands from All Bar One and O'Neills to Premium Country Pubs to Miller & Carter to Harvester and Toby. The challenge was set to understand the customer profile and catchment of the brands in order to develop an optimum blueprint. If it was recommended a Toby location changes to Miller & Carter, then could the area support a new Toby location? Would there be cannibalisation of the existing estate from the proposed change? The options are endless. A proven, scientific approach to deploying the right brands in the right locations was required.
解决方案
- 建立综合的网络布局，以确保Mitchells and Butlers年度投资计划的价值回报
- 厘清15个细分品牌的复杂布局及其相互之间的影响
- 能够运行多种方案并整合潜在的新品牌。
- 采用创新数据集，以获得更多洞察力。
客户点评
“与Geolytix的合作使我们能够将复杂的数据与我们原有的经验与认知相结合，从而确保我们能选择真正为业务带来价值的方案——这些价值在以前是从未被发现的。我们拥有一个集成的工具包；它使我们的分析师能进行复杂的查询检索，我们的收购和开发团队可以随时随地通过移动终端快速了解某个位置的销售潜力。”
Mitchells and Butlers收购与物业策略总监， Nick Young