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Printable Handouts
Navigable Slide Index
- Introduction
- Contents
- The promotional landscape is changing
- Billetts' evaluation of promotional effectiveness
- World class promotional management programme
- Measuring the volumetric impact
- Measuring the true volumetric impacts
- Base volume and incremental volume
- Variables driving promotional volume
- Volume is correlated to price
- Promotional dynamics: discount response
- Display also helps explain sales
- Promotional dynamics: off-shelf response
- Discount and display: a multiplicative effect
- Big uplifts aren't always good for the category
- Under pinning our work
- Where does your incremental volume come from?
- The true picture of incremental volume
- Measuring the commercial impact
- Why are you promoting? (1)
- Set the right objectives
- Was this incremental volume profitable?
- Key questions
- Get all the facts together in one place
- Key metrics
- Highly focused or "busy fools"
- Share analysis - getting your priorities right
- Strategic framework - by retailer
- Effectiveness vs. efficiency
- Percentage of funding: by discount band
- Using insight to develop promotional strategy
- Why are you promoting? (2)
- What is the optimal level of discount?
- The retailers perspective
- Funding and negotiation
- How much is going to the retailer?
- Summary (1)
- Summary (2)
- Thank you
- 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
Talk Citation
Wheeler, M. (2010, April 1). Measuring the impact of promotional activity [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved December 27, 2024, from https://doi.org/10.69645/UWOB1450.Export Citation (RIS)