The student is an assistant brand manager recently recruited to work on St Michel. The yearly brand reviews are coming and his product manager is asking him to analyse the latest retail and consumer panel data, in order to get a good understanding of the market and to be able to come up with adequate recommendations, which will conclude these brand reviews.
Since the student is not very familiar with this market yet, he will have to analyse the data at the macro market level in order to identify the deep trends. He will then analyse the data at the brands level, in order to identify their specific performances, momentum and consumer behaviours.
These retail and consumer panel data analyses will enable him to come up with recommendations about the St Michel biscuit portfolio.