MARKETING STRATEGY OPTIMIZATION IN FMCG MARKET

The article contains the results of applying marketing mix modeling based on Data Science technologies for FMCG companies. market share in packages (sales level) was modeled using regression analysis depending key elements complex (price, place, promotion), seasonality and media activity competitors all communication channels. Econometric helps to assess return investment by calculating level sales generated each channel comparing it with investment, respectively. influence distribution company’s position efficiency has been studied detail. There is a connection between response: less affects decline performance, vice versa. In conditions low distribution, important increase presence regional channels through pressure critical regions brands try levels nationally. an assessment price sensitivity (elasticity) recommendations optimizing pricing policy volume or value goals. elasticity curve determined estimating impact index deals money econometric simulations different options vs competitors. Based research, optimization strategies maximize companies are formed. Marketing provide most efficient ways achieve business KPIs.