Trace Data Research

  Client Background A well-established FMCG brand operating across multiple personal care and household categories in India. The client had strong distribution in urban markets and growing traction in Tier 2 cities. Despite premium packaging and product quality, pricing inconsistencies across SKUs were undermining both profitability and customer loyalty. Challenges They Faced Despite high brand recall, the client faced following challenges: ·        Chronic discounting pressure, especially during monthly and festival sales cycles ·        Eroding contribution margins, with up to 18% margin dip in their top-selling SKU over 12 months ·        Price confusion across retail and e-commerce channels, leading to customer churn ·        Premium SKUs were often clubbed with mass-market items, diluting perceived value ·        ...