Types of Promotions

Broadly speaking there are two major categories of promotions — consumer promotion and trade promotion. Consumer promotions offer consumers short term incentives drawing them into stores to purchase goods.

Trade promotions on the other hand, help manufacturers secure their trade partners’ support in procuring, distributing, promoting and merchandising their products. Their purpose is to push products down the sales pipeline to the points of purchase.

Trade promotions also help to fuel consumer promotions as trade incentives are often intended to be passed onto shoppers.

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Marketing Analytics Workshop

Marketing Analytics Workshop

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.


Promotions Evaluation

Promotions Evaluation

Automated online solution for analysis of promotions.


What they SHOULD TEACH at Business Schools

What they SHOULD TEACH at Business Schools


Is marketing education fluffy too?


Experiential Learning via Simulators | Best Way to Train Marketers

Experiential Learning via Simulators | Best Way to Train Marketers


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.


Online Apps for training on Promotions

Online Apps for training on Promotions


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.