Consumer promotions like the one in Exhibit 27.2 can be very effective in generating sales. During that particular May Day week, Pepsi sold more 24s can promo packs than the combined rest of year sales for that pack size, at Singapore’s FairPrice supermarket chain.
There are many different types of consumer promotions including discounts, banded packs (in/on packs), refunds and rebates, displays, bonus packs, premiums, lucky draw (Exhibit 27.5), contests, collectibles (Exhibit 27.3), sampling, coupons and loyalty/continuity programmes.
Exhibit 27.4 provides an example of a banded pack promotion. The Coca-Cola F&N banded prosperity pack made a special appearance during Chinese New Year (CNY) 2009 (Orange, which symbolizes "gold", is considered auspicious during the CNY festive season).
Displays are special presentations of products to attract and entice shoppers at point of purchase. There are a wide variety of displays in existence today, some of which are quite creative, such as that for Dove in Exhibit 27.1.
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In an analytics-driven business environment, this analytics-centred consumer marketing workshop is tailored to the needs of consumer analysts, marketing researchers, brand managers, category managers and seasoned marketing and retailing professionals.
Automated online solution for analysis of promotions.
Is marketing education fluffy too?
Marketing simulators impart much needed combat experiences, equipping practitioners with the skills to succeed in the consumer market battleground. They combine theory with practice, linking the classroom with the consumer marketplace.
The Plannogrammer is an experiential learning facility for category managers, trade marketers, and retailers in consumer markets. Ideally suited for hybrid learning programmes, Plannogrammer imparts hands-on training in the planning and evaluation of promotions and merchandising.
It supports a collection of simulation and analysis platforms such as Promotions and Space Planner for optimizing space and promotions, Plannogram for populating shelves and merchandising, a Due To Analysis dashboard that decomposes brand sales into the factors driving sales, and a Promotion Evaluator to evaluate the volume, value and profit impact of promotion plans.