Exhibit 27.14 illustrates the impact that special displays can have on brand and category sales. In this example permanent displays were set up at a retail chain for a category that comprised primarily of two brands D and E.
The impact of displays, co-op advertising and seasonal effects is usually presented as sales lift (see Exhibit 27.15), the percentage increase in sales volume due to the incidence of the marketing effort.
The brands D and E, shown in Exhibit 27.14, experienced sales lift of 70% and 23% respectively. As is evident from the trends lines in the exhibit, the displays helped to reverse the decline in category sales at the retail chain.
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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.