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1. Introduction
2. Contents
3. The promotional landscape is changing
4. Billetts' evaluation of promotional effectiveness
5. World class promotional management programme
6. Measuring the volumetric impact
7. Measuring the true volumetric impacts
8. Base volume and incremental volume
9. Variables driving promotional volume
10. Volume is correlated to price
11. Promotional dynamics: discount response
12. Display also helps explain sales
13. Promotional dynamics: off-shelf response
14. Discount and display: a multiplicative effect
15. Big uplifts aren't always good for the category
16. Under pinning our work
17. Where does your incremental volume come from?
18. The true picture of incremental volume
19. Measuring the commercial impact
20. Why are you promoting? (1)
21. Set the right objectives
22. Was this incremental volume profitable?
23. Key questions
24. Get all the facts together in one place
25. Key metrics
26. Highly focused or "busy fools"
27. Share analysis - getting your priorities right
28. Strategic framework - by retailer
29. Effectiveness vs. efficiency
30. Percentage of funding: by discount band
31. Using insight to develop promotional strategy
32. Why are you promoting? (2)
33. What is the optimal level of discount?
34. The retailers perspective
35. Funding and negotiation
36. How much is going to the retailer?
37. Summary (1)
38. Summary (2)
39. Thank you
40. Contact information

Topics Covered

• The promotional landscape is changing
• Measuring volumetric impact
• What drives incremental sales?
• Volume is correlated to price
• Promotional dynamics
• Discount and display
• The true picture of incremental volume
• Measuring the commercial impact of promotional activity
• Key metrics
• Share analysis
• Effectiveness vs. efficiency
• Using insight to develop promotional strategy
• Funding and negotiation

Links

Series:

• Modern Brand Management

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on April 1, 2010