Benefits

•Grow your brand by accurately planning volume, profit and strategic events

•Develop optimal trade plans by using the simulation software to create predictive scenario analyses

•Gain retailer acceptance and internal buy-in with better analysis and measurement based on real market effects

Case Study

Situation

BranCo has forecasted a -10% decrease on regular volume due to their price increase.  To alleviate some of the volume impact, Crispy Os trade promotions need to drive more volume, but what is the most optimal in-store promotion mechanic?

Solution

Through model and analysis by Nielsen Analytic Consulting team, the Trade Promotion Sales Lift chart shows that Feature or Display promotions can nearly double the sales achieved with just a Temporary Price Reduction (Figure 1 ). In addition, separating the impact of the price discount from the impact of the feature ad and the display, allows BranCo to make better decisions when determining the need for “quality” trade support. With the sales lifts of their in-store promotions quantified, BranCo can now incorporate costs to calculate ROI and make better tactical trade decisions so that they can grow their brand and off-set the lost volume as a result of the price increase.

Figure1