COVID-19 is unlike anything the world has seen before and has generated unprecedented upheaval and triggered far-ranging impacts on the global economy. Navigating through these uncertain times requires strong leadership decision-making based on fast intelligence, not guesswork. Companies are being inundated with data and need an easier way to access, analyze and act on the most relevant information in real-time.  In this session, Kellogg’s will share how they leveraged scenario planning to assess emerging demand landscape post-recovery and used cutting-edge analytics to track lead indicators in each market.

Kellogg’s developed a framework to analyze emerging scenarios that will impact economic recovery as well as associated shifts in consumer behaviors regarding food consumption, purchase channel choices, and media consumption.  The position of every market on the Scenario map was tracked dynamically by predictive models that identified most relevant lead indicators and tracked movement into different scenarios.  Globally, the marketing partners used the information to help prioritize actions across investment in manufacturing, inventory operations, innovation, trade channels and communication.