Trade promotions take precedence over consumer promotions because the brand must first gain and hold distribution before consumers can buy it. They come in many different forms including trade discounts, free of charge (FOC) goods, contribution to cooperative advertising, promotions support, cash payments, payment for product displays and other selling aids, year-end rebates (monetary and non-monetary), sales on consignment basis, and acceptance of returned good.
Cooperative advertisement or feature advertisement is a joint advertisement by retailer and manufacturer, the cost of which is shared by both parties. It usually communicates promotional offers such as the exclusive promotion shown in Exhibit 17.2, of Pepsi at FairPrice supermarkets on May Day.
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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.