The output of a market
model is a set of equations that spell out the relationship between sales and
the variables of the marketing mix. With these equations one can predict what will
happen if changes are made to the mix variables.
Exhibit 17.18 provides
an example of a “What-if” analysis tool to simulate the impact of price
discounting. By changing the discounts in “Discount Price” column the user is able
to see how those discounts will affect the sales volume and sales value, for
the items in the category.
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Promotions Evaluation
Automated online solution for analysis of 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.
