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At AB InBev · Revenue management

Brand Cannibalization, Brought In-House

Replacing an outsourced analysis with an internal product revenue managers own.

~$1M projected annual savings

Business CaseRevenue Management

The business case

Identified that brand cannibalization analysis could be insourced from an external vendor, projecting around $1M in annual savings.

What I did

Defined requirements and a delivery plan, rebuilt the solution internally, and validated it with European stakeholders against the fidelity of the outsourced version.

Outcome

Faster turnaround, and revenue managers gained direct ownership of the output. Alongside it, a market basket analysis surfaced cross-brand bundling and cross-sell opportunities used in pricing decisions.

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