Imagine you are given sales data for a snack product showing that it sells 500 units per week in supermarkets but only 80 units per week in sari-sari stores, despite equal distribution. How would you analyze the situation and what intervention would you recommend?

Situation

During a Marketing Analytics course, our professor gave us a dataset of a beverage brand's monthly sales across different retail channels in a province. The data showed that convenience stores sold three times as much as sari-sari stores, even though the number of sari-sari outlets was much higher.

Task

My task was to diagnose why sari-sari store sales were underperforming and propose a data-driven trade intervention.

Action

I first computed sell-through rates and average transaction values per channel. I noticed that while supermarkets had high basket sizes, sari-sari stores had frequent but very small purchases, often single-serve packs. I also looked at pricing: sari-sari stores sold at a 15% premium because they sourced from wholesalers, while supermarkets offered promo bundles. I recommended introducing a smaller, more affordable pack size exclusive to the sari-sari channel and coupled it with a 'tingi' display rack that the brand could provide for free. I also simulated the impact, showing that a 10% price reduction could double unit sales.

Result

My analysis earned the highest group grade, and the professor commented that the recommendation was practical and showed an understanding of the sari-sari consumer's price sensitivity and purchase habits.