Meridian Foods: Will the Loyalty Programme Pay for Itself?
Marketing
medium35 min0 submissionsRazorpay
Scenario
Meridian Foods operates in packaged foods across India with about 268,126 active customers, who buy 7.6 times a year at an average basket of ₹3340. Gross margin is 48%.
Marketing proposes a points programme returning 5.2% of spend as future credit. The business case assumes a 8.4% lift in purchase frequency among members.
Analysis of the base shows 53% of customers already buy above the category average and would very likely enrol on day one.
Supporting data
base
- average basket
- 3340
- active customers
- 268126
- gross margin pct
- 48
- purchases per year
- 7.6
proposal
- reward rate pct
- 5.2
- assumed frequency uplift pct
- 8.4
base composition
- already above average frequency pct
- 53
Your task
Advise the CMO. Your answer should provide:
- Analysis — programme cost, incremental margin, and the net position. Show your working.
- Risks — including who you are paying and what for.
- Recommendation — launch, redesign or decline, with the break-even uplift.
State any assumptions you make.
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How you'll be graded
80 points, 60% to pass.
- recommendation20
- market analysis20
- risk assessment15
- financial analysis25
Hint
Reveal suggested structure
Reward cost applies to all spend; incremental margin applies only to changed behaviour. Break-even uplift = reward rate / gross margin.